ABSTRACT
This report focuses on the relationship between customer service strategy and customer
retention in organizations. The study first broadly reviews the concepts of customer
service and customer retention. Against the hypothesis that customer service is the key
driver of customer retention, the study highlights the key components of customer service
and how each of these components enhances customer retention in organizations.
A review of existing Literature and analysis of works from journals, textbooks, published
studies, internet and previous research reports reveals that indeed there is a positive
correlation between customer service and customer retention in most sales and service
organizations. However, this study furthers existing literature by introducing a third
dimension of the further linkage between customer service and customer retention, and
how this affects organizational profitability.
The research findings confirm that there is a relationship between customer service and
customer retention although customer service is not the only driver of customer retention.
The findings also confirm that customer retention can be a key driver of company
profitability given the right customer service and retention strategies. The study builds a
business case for adopting optimal customer services strategies that can lead to customer
retention and sites several examples of world class organization whose success has been
built on the hallmark of customer service. The study recommends that in an error of
technological flux, which has led to little product differentiation, organizations can only offer differentiation through quality customer service. The study concludes that in future
HATWIB, K (2021). Customer Service And Customer Retention In Organisation Case Study: Shell Uganda Limited.. Afribary. Retrieved from https://track.afribary.com/works/customer-service-and-customer-retention-in-organisation-case-study-shell-uganda-limited-1
HATWIB, KASIITA "Customer Service And Customer Retention In Organisation Case Study: Shell Uganda Limited." Afribary. Afribary, 12 Jun. 2021, https://track.afribary.com/works/customer-service-and-customer-retention-in-organisation-case-study-shell-uganda-limited-1. Accessed 27 Nov. 2024.
HATWIB, KASIITA . "Customer Service And Customer Retention In Organisation Case Study: Shell Uganda Limited.". Afribary, Afribary, 12 Jun. 2021. Web. 27 Nov. 2024. < https://track.afribary.com/works/customer-service-and-customer-retention-in-organisation-case-study-shell-uganda-limited-1 >.
HATWIB, KASIITA . "Customer Service And Customer Retention In Organisation Case Study: Shell Uganda Limited." Afribary (2021). Accessed November 27, 2024. https://track.afribary.com/works/customer-service-and-customer-retention-in-organisation-case-study-shell-uganda-limited-1