Customer Service Three

Customer service is the provision of service to customers before, during and after a purchase. 

According to Turban et al. (2002)[1], “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation."  Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale. 

Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites. The experience a customer has of a product also affect the total service experience, but this is more of a product direct feature than what is included in the definition of customer service.  Customer service is normally an integral part of a company’s customer value proposition. From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue[2].