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The Culture of Customer Service as a Strategy and Competitive Differentiator in Service Companies
Abstract
This chapter discusses the distinction between goods and services, highlighting their tangible and intangible features and their importance in society. It examines the service sector's growth, driven by the addition of services to goods as a strategy for market differentiation and new revenue generation. The relationship between service providers and clients is emphasized, showcasing benefits such as personalization and efficiency, along with challenges like quality control. Systematic, client-oriented relationships are crucial for business growth, building customer fidelity based on trust and loyalty rooted in deep emotional connections. Additionally, the text highlights organizational culture's role in shaping employee motivation, satisfaction, and performance, which strengthen internal and external bonds. It concludes by discussing globalization's impact on competitiveness and how service quality functions as a strategic differential to enhance customer experience and satisfaction.
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