Customer Service Development and Its Implementation from (HRM) Human Resource Perspective

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

Background1

Aims1

Business and Research Rationale1

Research Questions3

CHAPTER 2: LITERATURE REVIEW4

Define Customer Service4

Who is the Customer?5

What is Service?6

The Concept of Service Quality7

Dimensions of Service Quality8

Theories related to Customer Satisfaction10

Customer satisfaction and Quality Service11

Research Studies in Customer Service Development14

Developing Customer Service14

Customer Loyalty15

Satisfaction and Customer Loyalty18

Relationship between Service Quality and Customer Satisfaction18

The Human Resource Perspective20

Recruitment, Training and Development22

Benefits of Training & Development program27

Performance appraisal27

Employee retention28

Performance Management and reward29

Components of performance management systems29

Purposes of reward within a performance management system30

Customer service: Function of an Organisation31

How can HR guide and influence customer service?32

Employee Motivation and Customer Service33

Business process reengineering: the human perspective35

CHAPTER 3: METHODOLOGY37

Limitations39

CHAPTER 4: DISCUSSION40

Service Quality, Customer Satisfaction and Business Performance: Definition and Description40

Relationship between Service Quality, Customer Satisfaction and Business Performance42

Employee/Job Satisfaction47

Management Effect on Employee Satisfaction50

Factors affecting customer services/ themes52

Organizational Climate52

Opportunities for Advancement and Challenge53

Compensation53

Customer Service Effectiveness -- Service Quality54

Feedback in the Customer Service Literature54

Customer Evaluations of Individual Service Representatives55

Workforce Reduction55

CHAPTER 5: CONCLUSION58

REFERENCES60

CHAPTER 1: INTRODUCTION

Background

Most of the business tycoons and business experts are of the opinion that the success of the company depends on the interaction of the customer with the business. The business will only successful if the customers are happy with it. To retain and keep customers happy, the business must focus on the customer development. Most of the business work for revenue and customers are the main source of revenue for the business. The management must know the importance of the customers and try their best to provide quality customer service. The customers must feel valued by the actions and decisions of the company. Customers can only be satisfied when they are delivered quality service. The management must value customers and make such policies which are customer oriented. (Adler 2008, p. 45-65)

Aims

This research aims to provide an insight and highlight the relationship between the implementation of Customer Service Developments and Human Resources (HR). This research will see how the customer service development can be improved with the help of human resource.

Business and Research Rationale

The main functions of the human resource department are to locate, engage and retain employees and customers. It is a usual trend that business spends on average more on locating and capturing new customers rather than retaining the existing ones. Although new customers are equally important for the business but the old customer's importance cannot be denied. It is a fact that retaining customers cost business much less than recruiting new ...