Discuss About The Satisfaction And Loyalty Electronic Stores.
The aim of the current project is to discuss and critically review about the existing literature related to integrated customer service. The Peer reviewed journal will be analyzed for the given literature review. The project will be able to highlight the existing gap in the literature related to integrated customer service. The project plan will include search from relevant data bases which consists of Peer reviewed journals related to marketing research. Special focus will be given on articles which consists conducted research on marketing and sales.
Effective business communication is believed to be an essential part of integrated customer service. Hence, it is important to focus on the past research work of integrated customer service. It will therefore be possible for the project to highlight upon the customer service experience, which is an essential element of training competitive advantage.
Proper keywords will be used in order to include more relevant articles in the literature search. All development articles related to the marketing research, which do not focus on customer service will be excluded for the current literature review. The main goal of integrated customer service is to align the need of the customer along with that of business operational process. This will be the key focus area of the current literature review. The IBIS world report will used as a major source of information collection for the review of literature.
As the level of competition in the Global Business scenario is getting tougher, more number of multinational corporations is focusing up on providing better quality of customer service. The integrated Customer Service Management is an essential part of marketing strategy that focus upon providing better quality of customer service by integrating essential business information (Schmitt, 2010). The customer experience is considered to be an essential element to measure the success rate of business. It is therefore one of the main goal of integrated customer service to align the stakeholder demand of business along with operation and Technology.
With the growing number of business opportunities, customers have the option to switch over to more number of brands if they are not satisfied with the quality of product or service. Hence, it is vital to collect proper information from the customer in the form of integrated customer service, which will help to improve upon the existing opportunity. Mosley (2007), has mentioned about the importance of innovative integrated customer service method, which can make use of the latest technology to enhance customer service experience. The basic framework of integrated customer service includes enhancement of quality production. This is a part of internal operational service, which helps to focus on better level of customer satisfaction. The element of customer loyalty can therefore be integrated with the marketing strategy, which can help in the element of customer retention. The financial performance of an organization is directly related to its ability to retain and attract new customers (Ibisworld.com, 2018).
Schmitt (2010), has mentioned that it is essential to link the organizational goal with that of business process with the help of balanced scorecard. This is believed to be an essential indicator of performance management within an organization that is measured by the value and quality of customer service. The help of effective balanced scorecard it is possible to align the customer requirement in evaluating performance management. In other words, it can be said that the performance within an organization can be measured by the level of customer satisfaction.
Implementing effective business relationship is essential as a part of integrated customer service. It is important to implement proper strategy map within the internal operational process, which can suggest changes in the internal business environment for improving the quality of customer service. With the help of the strategy map it will be possible to identify the key areas of business operation which is directly linked with essential customer care service. The integration of business communication with that of the technical services is highly essential to better connect with the customers. Strategy map is an also effective tool to identify the internal strength and weakness of a business organization, which is believed to have a direct impact upon the quality of customer service. The element of market share can also be included in the strategy mapping process, where the area covered by the external market will help to measure the success rate of business (Ibisworld.com, 2018). It is also important to calculate the revenue growth and return of sales return of sales that will help in the measurement of business growth in terms of customer satisfaction rate.
Yi and Gong (2009), have mentioned about the importance of raising the brand consciousness among the customer, which is considered to be an essential part of integrated customer service. It effective brand management it is possible to provide unique experience to the target customer as they make use of product and service of the respective company. With the introduction of digital technology, the modern business operation on process has underground rapid changes. It has revolutionized the way the brands communicate with their target customers (Ibisworld.com, 2018). Companies are able to provide well structured information about the quality of their product or service, which can help to increase the awareness level of the consumers. This is integrated along with the digital marketing service, which help to better connect the company with business operations. Lemke, Clark and Wilson (2011), have mentioned that the multinational corporations are focusing upon improved employee performance, which can help the workers to act as brand ambassador of the company. It will therefore be possible to integrate customer service experience to every level of business operation. As all the employees will be working directly to meet up the customer demand, the companies will be better able to sustain and implement aggressive competitive advantage policies. In other words, it can be said that the level of competitive advantage of a business organization depends upon their ability to integrate customer service with internal business operations (Ibisworld.com, 2018). It is however essential for the employees of the entire department to get proper engaged in customer care service. This will also provide the opportunity of the employees to feel accountable for improving the company’s performance. Bilgihan (2016), has added that chance of improving job satisfaction rate is also dependent upon the employee’s capability to better interact with the customers. As more number of employees and stakeholders are involved in integrated customer service it is possible to generate new and innovative idea of business operation to predict the future changes in the customer care service.
The effective level of customer care service is dependent upon use of essential data that are directly related to essential business strategies implemented within the organization. As the customer service is integrated, it will be possible to generate advanced and latest forms of data from customer surveys. The managers within an organization will directly be able to access that information in order to integrate the same in business planning process. Hence, it will be possible to maintain clarity in both internal and external business operation process and maintain high level of coordination among the same. Lemon and Verhoef (2016), have mentioned that using essential customer data will allow the manager to evaluate the performance level and changes in business operation that need to be integrated. Through the feedbacks an opinion provided by the customers, it will be possible to track the changes in the demand level of the consumers. This will be a further integration of Change management process that is needed to maintain high level of business sustainability in the rapidly evolving Global Business Environment.
Homburg, Jozi? and Kuehnl (2017), have mentioned about the fact that Innovation and design is it essential in the context of modern day customer care service. The advancement of digital technology it will be possible for the customers to have minimum amount of waiting period as the raise complaint against the quality of a product or service. It is also important to mention the Outsourcing business, which is a major business operational strategy for all multinational corporations to provide better quality of customer service. Most of the multinational corporations of the modern day use Outsourcing business facility to provide better and Swift quality of customer service (Ibisworld.com, 2018). With advanced Outsourcing unit, it is also possible for the business to gather essential data related to feedback of the customers experience. Nevertheless, Khodadadi, Abdi and Khalili-Damghani (2016), have argued that with Outsourcing customer care service, the risk of leaking essential information related to customer data increases as company is more reliant up on outsourcing customer care service.
Bilgihan (2016), has mentioned about the importance of organizational culture an element, which is believed to reflect highly upon the unique process of integrated customer care service. It is therefore essential to promote the elements of organizational culture as a part of customer care communication. This is believed to have significant effect of on the sustainability level of a company as the company will be able to improve their relationship with the existing customers. The customer loyalty level will also be dependent upon level of relationship the company is able to maintain with existing and new customers. In the given context, Ali, Amin, and Cobanoglu (2016), have suggested the model of social relationship that is highly required in the process of maintaining effective customer care relationship. It is important for the business strategy to directly focus upon the psychology of consumer behavior, what the advertisement campaign of a company will directly be able to stimulate the decision making process of the consumer. Social relationship model mainly focuses up on improving the understanding of changes in consumer behavior. Frequent modification in the branding strategy will help the organization to retain its existing customer. It will possible for the company to provide different forms of customer care service with innovative style of experience (Lemon & Verhoef , 2016).
The customer experience relationship with the branding strategy can be measured in Holistic pattern, which includes element of business to customer communication. The brand value of an organization is believed to have a significant impact on the exact quality of customer experience. The service dominant logic can be used in order to support the fact that the customer experience is highly dependent upon the value of product and service that are generated from branding strategy of an organization. In other words, it can be said that feedback and customer experience are few of the key elements that decides upon the brand value of an organization. It is therefore essential to generate value model for customer care experience, which can be used as an essential marketing tool improve on the brand value and brand awareness level among the target customer (Ali, Amin & Cobanoglu, 2016).
Conclusion
The existing literature has clearly described about the importance of integrated customer service in the context of the modern Global Business Environment, and most of the companies are focusing up on improving the level of customer experience and satisfaction. This is believed to be one of the essential parameter for measuring the performance of a business. Higher level of business sustainability is also directly linked with the concept of customer satisfaction rate. The literature has therefore highlighted essential models of Customer Care Management, which mainly aims to collect essential information from the market to able to integrate the same in business strategy.
The future research work needs to focus on designing advanced model of customer care, which can be integrated with business operations. It is also important to integrate the flexibility nature in the internal and external business operations, which can help to fulfill all type of changes in the customer demand level. Advanced form of business to customer communication also needs to be integrated with business operations that can help to improve upon the quality of customer service.
Reference
Ali, F., Amin, M. & Cobanoglu, C., (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), pp.449-475.
Bilgihan, A., (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, pp.103-113.
Homburg, C., Jozi?, D. & Kuehnl, C., (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.
Ibisworld.com. (2018). Business Process Outsourcing Services (US) – Industry Report. [online] Available at: https://www.ibisworld.com/industry-trends/specialized-market-research-reports/advisory-financial-services/outsourced-office-functions/business-process-outsourcing-services.html [Accessed 20 Apr. 2018].
Ibisworld.com. (2018). CRM System Providers (US) – Industry Research Reports | IBISWorld. [online] Available at: https://www.ibisworld.com/industry-trends/specialized-market-research-reports/technology/computer-services/crm-system-providers.html [Accessed 20 Apr. 2018].
Khodadadi, P., Abdi, F. & Khalili-Damghani, K., (2016). An Integrated Model of Customer Experience, Perceived Value, Satisfaction, and Loyalty in Electronic Stores. International Journal of Enterprise Information Systems (IJEIS), 12(4), pp.31-46.
Lemke, F., Clark, M. & Wilson, H., (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), pp.846-869.
Lemon, K.N. & Verhoef, P.C., (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), pp.69-96.
Mosley, R.W., (2007). Customer experience, organisational culture and the employer brand. Journal of brand management, 15(2), pp.123-134.
Schmitt, B.H., (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons.
Yi, Y. & Gong, T., (2009). An integrated model of customer social exchange relationship: the moderating role of customer experience. The Service Industries Journal, 29(11), pp.1513-1528.
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