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Customer Care: A ″Bottom‐up″ View of a ″Top‐down″ Policy

Customer Care: A ″Bottom‐up″ View of a ″Top‐down″ Policy Customer care panels are examined as an example of one of the ways in which enterprises can seek to monitor the perception that consumers have of the quality of service they receive. From an examination of three paradigms which structure understanding of the choices open to management in establishing current consumer concerns, the “implementation” perspective is selected as being the most pertinent for interpreting the actions of managers in setting up and operating panels. Two examples are chosen for study of the use of panels in the United Kingdom; they concern the railways and retailing. Some conclusions are drawn from this experience of the problems that arise in operating panels. The implications for consumers and managers of the development of customer care panels are reviewed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Customer Care: A ″Bottom‐up″ View of a ″Top‐down″ Policy

European Journal of Marketing , Volume 24 (12): 13 – Dec 1, 1990

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Publisher
Emerald Publishing
Copyright
Copyright © 1990 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569010135602
Publisher site
See Article on Publisher Site

Abstract

Customer care panels are examined as an example of one of the ways in which enterprises can seek to monitor the perception that consumers have of the quality of service they receive. From an examination of three paradigms which structure understanding of the choices open to management in establishing current consumer concerns, the “implementation” perspective is selected as being the most pertinent for interpreting the actions of managers in setting up and operating panels. Two examples are chosen for study of the use of panels in the United Kingdom; they concern the railways and retailing. Some conclusions are drawn from this experience of the problems that arise in operating panels. The implications for consumers and managers of the development of customer care panels are reviewed.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 1990

Keywords: United Kingdom; Retailing; Rail transport; Customer care; Consumer attitudes; Service quality; Marketing management

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