For customer service and a unique message and both students and workers as they described not just the theory behind the importance of customer service, but also as a guide book for those who want to put this theory into action. In essence, it is the ' whys ' and ' customer service hows'of. It is easy to read, very current, and is full of references to recent research from both the academic and practitioner literature. The article covers important topics such as the impact on the financial and customer service consumer trends that influence the development of services and service management culture to face the importance of market research services, to create and maintain a relationship with the customer, to provide customer service through the servicescape, the impact of technology in customer service, the service of recovery and promoting internal and external customer service.
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