It is possible to find examples of nearly every service business in existence using SERVQUAL or a variation of this methodology to quantify customer service performance. An interesting second development is the correlation found between customer satisfaction, market share and profitability (Anderson, Fornell, Lehmann, 1994). Based on the strength of this association many companies are investing heavily in analytics to evaluate just how effective their customer service strategies are in earning satisfaction in the short-term and trust in the long-term.
Conclusion
Values-based differentiation and advanced methodologies for measuring customer satisfaction are re-ordering the global marketing landscape today. The emphasis on analytics is what many multinational and global marketers are using to unify these strategies, with the core focus being on how to translate their many combined efforts into the role of trusted advisor (Dimitriadis, Kouremenos, Kyrezis, 2011). Trust is the most powerful differentiator there is and is also highly effective in understanding where a given marketer is excelling or failing in generating customer satisfaction. These advanced methodologies predicated on a strong analytics foundation are providing insights into global marketers to make these a unified strategy globally across all markets.
References
Anderson, E.W., Fornell, C., & Lehmann, D.R. (1994). Customer satisfaction, market share, and profitability: Findings from sweden. Journal of Marketing, 58(3), 53-53.
Badri, M.A., Abdulla, M., & Al-Madani, A. (2005). Information technology center service quality: Assessment and application of SERVQUAL. The International Journal of Quality & Reliability Management, 22(8), 819-848.
Boote, A.S. (1981). Market segmentation by personal values and salient product attributes. Journal of Advertising Research, 21(1), 29-29.
Dimitriadis, S., Kouremenos, A., & Kyrezis, N. (2011). Trust-based segmentation. The International Journal of Bank Marketing, 29(1), 5-31.
Nagel, P.J.A., & Cilliers, W.W. (1990). Customer satisfaction: A comprehensive approach. International Journal of Physical Distribution & Logistics Management, 20(6), 2-2.
Wetzels, M., de Ruyter, K., Lemmink, J., & Koelemeijer, K. (1995). Measuring customer service quality in international marketing channels: A multimethod approach. The Journal of Business & Industrial Marketing, 10(5), 50-50.
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