Running head: CUSTOMER SERVICE 1 CUSTOMER SERVICE 2 Customer Service LaShanda Lewis AMU I. Introduction Significant changes and advances have been made in customer service research. A lot of researchers have concentrated on defining and measuring customer service, as well as its importance for the sake of isolating it from the marketing mix. It is essential to enhance the establishment of service levels as an overall strategy of marketing. This, in turn, helps in evaluating customer experiences and provides suggestions for future research. A. Thesis: Customer service is the backbone of success in significant service organizations and the industry as a whole, and thus, this concept needs to be integrated into organization operations to achieve maximum profitability and customer retention. II. Body - Paragraph 1: Topic A. Factors affecting successful customer service Supporting Evidence Satisfactory customer service is dependent on creativity, innovation, and high-quality standards. There are various factors which affect the effectiveness of customer service delivery (Wilson et al., 2012). Organizations can develop standards of performance to meet statistical goals. Explanation Poor customer service leads to a disastrous outcome. An organization with perfect customer service thrive as a result of increased efficiency. Negative word of mouth from consumers might lead to deterioration of the organization success. Why is this important? This is an essential aspect of consideration primarily due to the level of dynamism and competition in the market. The determination of factors affecting customer service will help organizations come up with strategies to counter competition in the market. III. Body - Paragraph 2: Topic B Relationship between customer service and customer satisfaction Supporting Evidence There is a strong relationship between customer satisfaction and customer service. Meeting the needs of a consumer at the end of purchase should be prioritized by all human resource functional units in the organization. The pot purchase stage determines the level of satisfaction of consumers (Brady et al. 2010). Explanation Customer satisfaction is measured by the disconfirmation theory, which compares the evil of performance after making use of the product. The level of expectation matters in customer service and quality needs to be enhanced. Why is this important? This is important because consumer satisfaction and customer service are highly correlated. Without good customer service, customer satisfaction cannot be achieved, and vice versa. IV. Body- Paragraph 3 Topic C How customer service affect customer loyalty Supporting Evidence Loyalty is defined as the commitment to the organization and the consumer, which forms profoundly after a consumer can get excellent services and quality products to suit his or her needs. Loyalty encourages repetitive buying, and cannot be realized where there is poor custo ...

1. Running head: CUSTOMER SERVICE
1
CUSTOMER SERVICE
2
Customer Service
LaShanda Lewis
AMU
I. Introduction
Significant changes and advances have been made in customer
service research. A lot of researchers have concentrated on
defining and measuring customer service, as well as its
importance for the sake of isolating it from the marketing mix.
It is essential to enhance the establishment of service levels as
an overall strategy of marketing. This, in turn, helps in
evaluating customer experiences and provides suggestions for
future research.
A. Thesis:
Customer service is the backbone of success in significant
service organizations and the industry as a whole, and thus, this
concept needs to be integrated into organization operations to
achieve maximum profitability and customer retention.
II. Body - Paragraph 1:
Topic A.
Factors affecting successful customer service
Supporting Evidence

2. Satisfactory customer service is dependent on creativity,
innovation, and high-quality standards. There are various
factors which affect the effectiveness of customer service
delivery (Wilson et al., 2012). Organizations can develop
standards of performance to meet statistical goals.
Explanation
Poor customer service leads to a disastrous outcome. An
organization with perfect customer service thrive as a result of
increased efficiency. Negative word of mouth from consumers
might lead to deterioration of the organization success.
Why is this important?
This is an essential aspect of consideration primarily due to the
level of dynamism and competition in the market. The
determination of factors affecting customer service will help
organizations come up with strategies to counter competition in
the market.
III. Body - Paragraph 2:
Topic B
Relationship between customer service and customer
satisfaction
Supporting Evidence
There is a strong relationship between customer satisfaction and
customer service. Meeting the needs of a consumer at the end of
purchase should be prioritized by all human resource functional
units in the organization. The pot purchase stage determines the

3. level of satisfaction of consumers (Brady et al. 2010).
Explanation
Customer satisfaction is measured by the disconfirmation
theory, which compares the evil of performance after making
use of the product. The level of expectation matters in
customer service and quality needs to be enhanced.
Why is this important?
This is important because consumer satisfaction and customer
service are highly correlated. Without good customer service,
customer satisfaction cannot be achieved, and vice versa.
IV. Body- Paragraph 3
Topic C
How customer service affect customer loyalty
Supporting Evidence
Loyalty is defined as the commitment to the organization and
the consumer, which forms profoundly after a consumer can get
excellent services and quality products to suit his or her needs.
Loyalty encourages repetitive buying, and cannot be realized
where there is poor customer service.
Explanation
The repetitious purchase is an indicator of consumer loyalty.
The composite approach and the behavioral approach can be
used to explain this phenomenon based on its relationship to
good customer service.

4. Why is this important?
This concept is essential as it helps organizations to know the
alternative variables that can be used to enhance their
competition, profitability and overall success in the service
industry (Berry et al. 2010).
V. Conclusion
Customer service is very crucial especially in organizations that
focus on customer retention, attraction, and loyalty. The
elements of customer satisfaction and consumer loyalty are
highly essential and beneficial in organizations, as well as
ensuring that the organization thrives in its respective industry
.
References
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D.
(2012). Services marketing:
Integrating customer focus across the firm. McGraw Hill.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2010). Assessing
the effects of quality, value, and
customer satisfaction on consumer behavioral intentions in
service environments. Journal
of retailing, 76(2), 193-218.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (2010).
Delivering quality service: Balancing
customer perceptions and expectations. Simon and Schuster.
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paper acceptable but marginally met all rubrics. See my scoring
on the assignment feedback section. Best, Dr. Burns

5. Running head: ANNOTATED BIBLIOGRAPHY
1
ANNOTATED BIBLIOGRAPHY
6
Customer Service: Annotated Bibliography
LaShanda Lewis
AMU
20171008
Topic: Customer service outsourcing
Christopher, M., Payne, A., & Ballantyne, D. (2011).
Relationship marketing: bringing quality
customer service and marketing together. New York: John
Wiley and sons
The author in this source presents arguments on the topic of
customer service and the prevailing trends which are considered
to affect this field in modern business. The relationship between
quality and customer service is healthy, and this should be a
factor of consideration especially where profitability is desired
in significant organizations. Customer service marketing is a
component that should not be shunned, especially for increased
consumer satisfaction. The source is credible in this case, as it
provides relevant information on the elements which need to be
prioritized where consumer satisfaction and loyalty ought to be
achieved in an organization setting.
Gutek, B. A. (2015). The dynamics of service: Reflections on
the changing nature of customer/provider interactions. Jossey-
Bass.
The source prioritizes more on the dynamics of service and the
nature of different customer service interactions. Gutted

6. presents fundamental and social mechanisms which provide
services to consumers. The author describes the psychology of
relationships as well as encounters. It also examines the
implications for consumers and providers to explain experiences
of different workers. Gutek explains psychological factors
related to this field, and how these affect consumers in general.
The source compliments other sources of research in this field
and helps the reader to understand significant implications and
psychological factors which affect consumer satisfaction in the
modern business world.
Lambert, D. M., & Harrington, T. C. (2010). Measuring
nonresponse bias in customer service email surveys. Journal of
Business Logistics, 11(2), 5.
The business world is faced with a lot of challenges, some of
which can be controlled by the owners and some of which are
out of control. These elements affect the organization, its
consumers, and more o, its public image in the industry. There
is a need to ensure that customer service is not compromised
and more so, that satisfaction is achieved despite the hurdles an
organization has to encounter. The source is a journal and plays
a significant role in organization success. The authors in this
source emphasize the importance of having consumer
information, in regards to their response to this critical element.
Walsh, J., & Deery, S. (2016). Refashioning organizational
boundaries: Outsourcing customer service work. Journal of
Management Studies, 43(3), 557-582.
In the recent years, there has been a noticeable trend towards
the concept of outsourcing, which has been embraced by the
majority of the organizations. However, little research has been
carried out in this field, especially on employee's attitudes when
it comes to working in outsourced firms. The author presents a
study conducted in the area of call center service. This is where
substantial growth has been realized over the years. The quality

7. of customer service offered has been critically assessed, and
loopholes identified in this case. Customer service is the key to
success in service industries, hence should be regarded a
priority to retain customers.
Wei Khong, K. (2015). The perceived impact of successful
outsourcing on customer service management. Supply Chain
Management: An International Journal, 10(5), 402-411.
The purpose of the author in this source is to present the
perceived impact of successful outsourcing especially in regards
to customer service management. The design used in the paper
takes an examination approach, where a survey was carried out,
and involving 124 companies in Malaysia. The factors which
affect customer service management have been addressed by the
authors and the key factors which manifest successful
outsourcing. Structural equation modeling has been used for
model estimation purposes. This model has been able to predict
the implications on customer service management and has
helped the author to connect with the reader more effectively.
Vickery, S. K., Jayaram, J., Droge, C., & Calantone, R. (2013).
The effects of an integrative supply chain strategy on customer
service and financial performance: an analysis of direct versus
indirect relationships. Journal of operations management, 21(5),
523-539.
The study takes note of the performance implications in regards
to integrated supply chain strategies. Customer service
performance has been prioritized in the paper, followed by the
element of financial performance. The author uses two different
components of an integrated supply chain, which have been
identified a; integrative information technology, and supply
chain integration. The impact of supply chain strategy in
customer service has also been examined, and an explicit
elaboration brought out as to what can be done on logistics to
improve customer service outsourcing strategies. This is a

8. credible source and goes ahead to compliment different research
sources in the same field.
Quinn, J. B., & Hilmer, F. G. (2014). Strategic outsourcing.
Sloan management review, 35(4), 43.
This source highlights how organizations can adopt strategic
outsourcing to enhance growth and competition in their
respective industries. The concept of strategic outsourcing is
not new in the customer service sector. The element of customer
service outsourcing can be added value through strategic
outsourcing. The ultimate goal is to enhance effectiveness in
organizations. The author emphasizes the need to consider the
outsourcing in this industry could lead to a lot of idea
generation that will be beneficial to the organization and the
industry as a whole. The author represents the views of many
business men, who not only aim at profitability, but also
innovation and proper service delivery.
Ray, G., Muhanna, W. A., & Barney, J. B. (2015). Information
technology and the performance of the customer service
process: A resource-based analysis. MIS Quarterly, 625-652.
The need to deliver quality has emerged as a significant
strategic imperative in the customer service industry. This paper
presents a study which examines the extent to which
information technology affects customer service in the different
organization. The paper goes ahead to build on the different
information system which can be used at work, and their impact
on customer service effectiveness in the organization. The
author finds out that firm-specific resource and competing firms
play a role in the variation process, and capabilities of an
organization to achieve proper customer service for its clientele
in the competitive industry, in the modern business world.
Wallenburg, C. (2010). Innovation in logistics outsourcing
relationships: proactive improvement by logistics service
providers as a driver of customer loyalty. Journal of Supply

9. Chain Management, 45(2), 75-93.
Wallenberg emphasizes that innovation is the key to helping
logistics service providers in different markets. This concept as
well, supports major organizations to differentiate themselves
from competitors. With innovation in place, relationship-
specific models can be embraced. Establishing good
relationships with the consumer is what will help organizations
in the service industry to achieve profitability in the long term.
This source presents a study which analyzes 298 logistic
outsourcing relationships. It uses the survey method and
structural equation model to come up with practical results. The
journal also presents a composition of different patterns which
are used to determine drivers of loyalty in the organization.
Saunders, C., Gebelt, M., & Hu, Q. (2017). Achieving success
in information systems outsourcing. California Management
Review, 39(2), 63-79.
There is an alarming growth in outpouring information systems
activities. Market expansion in major European countries relies
on customer service outsourcing for the sake of meeting demand
and increasing efficiency in service delivery in their
organizations. The source points out the different arrangements
which have been embraced by international companies to reap
expected benefits in this industry. The article also reports the
findings of a study of companies. The author highlights the fact
that disappointments are bound to be met, but management
teams need to come together to ensure that perceptions when
entering outsourcing arrangements are well handled.