Dissertation
Improving customer service : linking customer contact management with marketing databases
University of the Sunshine Coast, Queensland
Doctor of Philosophy, University of the Sunshine Coast
2003
DOI:
https://doi.org/10.25907/00257
Abstract
The strategic importance of customer service hasresulted in companies striving to enhance customer experience and satisfaction in attempts to deliver quality in a competitive marketplace. This quality is being achieved through organisations using interactions at customer service points to communicate their understanding of, and ability to meet, individual customer needs - in other words, to provide customised contact service. At the core of customised customer contact service is information that may be collected, maintained and retrieved through a marketing database. The combination of customer service strategy with information technology culminates in the concept of customer contact management (CCM) and is a new strategic device for business that requires further research. Thus, this research addresses the research problem of: How and why can customer contact services use information from database marketing to provide customised customer service.
Details
- Title
- Improving customer service : linking customer contact management with marketing databases
- Authors
- Sarah A Spencer-Matthews
- Contributors
- Meredith A Lawley (Supervisor)
- Awarding institution
- University of the Sunshine Coast
- Degree awarded
- Doctor of Philosophy
- Publisher
- University of the Sunshine Coast, Queensland
- DOI
- 10.25907/00257
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450491202621
- Output Type
- Dissertation
Metrics
726 File views/ downloads
1425 Record Views