Second, the services have become tangible assets of business. It represents the attitude of companies towards their customers, it represents the brand name, features and selling styles of organizations. Third, the different services can lead to product differentiation in the market place.
In addition, the customer service quality, which directs to customer satisfaction, can have profound impacts on the development of a business company. Customer services can be a mean which firms sustain competitive advantage in the market. As David points out in his arguments, "The quality of the service is particularly important when differentiation is attempted through marketing efforts rather than product innovation." Customer satisfaction is a satisfaction rate that organizations use to assess how satisfied the customers are after purchasing the products or service. "The better you understand your existing customers, the more likely it is you will be able to increase their loyalty, address any potential issues before they are tempted to defect, and effectively attract and keep new customers." Taj Carson, a specialist who works in developing relationships between business and customers, says. .
Great products acquires customers, but great customer service ensures that the customers keep coming back because people like to do business with the ones they like and trust (Lim). According to a survey of service satisfaction in correlated with increased sales, loyalty, and profitably by Dholakia and Morwitz, customers who receive good service increase the likelihood of repeat purchase of the products for 32 percent (Dholakia and Morwitz). Thus, businesses who provide high levels of customer service will make their customers loyal and continue to buy their products or services. Additionally, good customer service could make business spend less. Steve Cox, a spokesperson for the Better Business Bureau, claims "BBB experience shows that providing good customer service directly contributes to positive word-of-mouth marketing--the holy grail of brand-building" (Kerr).
