Focusing on customer problems to improve service quality
D. Randall Brandt
(Director of Customer Satisfaction Research at Burke Marketing Research in Cincinnati. Dr. Brandt conducts professional seminars and provides research and marketing consulting to clients in a variety of service indus tries. Dr. Brandt earned his Ph.D. from Michigan State University in 1979.)
Kevin L. Reffett
(Assistant Professor of Economics at Florida State University in Tallahassee, Florida. Mr. Reffett also serves as a private consultant to clients in government and industry. He earned his Ph.D. from Pardue University in 1989.)
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Abstract
Proposes that service quality can be improved by focusing on customer problems. Describes a problem‐centred research program used to establish the types and pervasiveness of customer problems and to evaluate the effect of each on customer satisfaction. Makes it possible to identifycritical problem areas and to establish service priorities accordingly. Offers recommended guidelines for designing and conducting problem‐centred consumer research.
Keywords
Citation
Randall Brandt, D. and Reffett, K.L. (1989), "Focusing on customer problems to improve service quality", Journal of Services Marketing, Vol. 3 No. 4, pp. 5-14. https://doi.org/10.1108/EUM0000000002495
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited