Conclusion
Customer service and its effect on customer retention in an organization is a growing area of research, and one that is vital to maintaining quality at ImageStream. This paper examined customer retention and defection from an organization in the context of customer service quality, exploring four areas:
1.A conceptual framework of how service quality affects particular customer behaviors and the consequences for ImageStream, establishing the purpose for this study,
2.Empirical studies that focused on the relationship between service quality and customer behavioral intentions,
3.A triangulated quantitative and qualitative survey to study perceived service levels among ImageStream customers,
4.Follow-on research based on the survey results and statistical analysis, including a summary of expected findings
Customer retention branches off into many other significant areas such as value-added services, supply chain relationships, use of information systems to service customers better, and very importantly perceived and expected performance.
Organizations have a chance to learn from their customers. The more customers teach the company the more effective it becomes at providing exactly what they want and the more difficult it is for competitors to lure them away from the organization (Pine II et al., 1995). Learning about customers is what this whole retention topic is about. The customers tell the organization what to do to keep them. The strategy is for the organization to learn how to listen and respond.
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