Customer care and corporate reputation

Abstract

By their very nature services are principally characterized by their intangibility and inseparability. The latter in particular highlights the point that what the customer receives is to a large extend depended on the person providing the service. Marketing of services cannot be done by a department on its own as is often in the case of physical products. Service marketing requires commitment to the customer by all employees. Customer care is therefore nowhere more critical than with organizations, such as many public utilities, whose offering to customers includes a high degree of service.