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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1997 MCB UP Ltd. All rights reserved.
- ISSN
- 0960-4529
- DOI
- 10.1108/09604529710166888
- Publisher site
- See Article on Publisher Site
Abstract
Presents an illustration of a very old lesson ‐ great customer service does pay. Describes the Viyella example, which has been successful primarily because staff were quickly trained to see the value of gaining and retaining customers, of how to avoid “defections” and to understand that every service encounter is an individual one. Above all they learned that keeping a focus on customers means that you are able to retain and develop a profitable customer base ‐ and reap the rewards that this generates. Offers practical examples of what worked at this fashion retail business.
Journal
Managing Service Quality – Emerald Publishing
Published: Jun 1, 1997
Keywords: Customer orientation; Customer service; Fashion