Service Quality and Customer Relationship Management

Annotation

The interrelationships and the implications between service quality management and CRM practices have not been so far examined. In this vein, it is the aim of this e-book to explore the interlinks between these two major concepts and business practices in order to provide practical implications into two major directions: a) the role of CRM as a tool for designing and delivering quality based products; and b) the impact of service quality issues for developing successful CRM programmes. To achieve that, this e-book compiles six papers (providing both theoretical underpinning and contextual and professional background) that not only provide further insight into the previous two aspects, but they also refer to different processes of the business and customer value chain namely product design, customer relationship enhancement and retention, after-sales support.