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| Author: | Spencer-Matthews, S. Lawley, M. |
| Title: | Improving customer service: issues in customer contact management |
| Journal: | European Journal of Marketing
2006 : VOL. 40:1/2, p.218-231 |
| Index terms: | customers case studies marketing service industries |
| Language: | eng |
| Abstract: | The aim of this study is to better understand the issues of why individualised communications should be incorporated into customised customer contact service. Furthermore, the study looks at how customer contact management should be implemented. The study draws on qualitative case research methodology. This research builds theory about customer contact management for the first time. |
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