Customer service as a factor in loyalty in retail: an analysis with global data
Customer service as a factor in loyalty in retail: an analysis with global data
DOI:
https://doi.org/10.51473/rcmos.v1i8.2021.987Keywords:
Customer service; Loyalty; Retail; Consumer experience; Strategic management.Abstract
Customer loyalty is a constant challenge in the global retail scenario. This article aims to analyze how customer service, when well structured and humanized, can become a strategic pillar for retention and loyalty. Based on a qualitative and descriptive approach, the theoretical framework used is the main authors in marketing and management, in addition to global data from institutions such as Harvard Business Review, PwC and Microsoft. The results demonstrate that excellence in service directly influences the decision to repurchase, the brand's reputation and the profitability of the business. It is concluded that the retail manager must understand service not as a cost, but as an essential investment for the company's longevity.
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References
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Copyright (c) 2021 Allan Barbosa Mendonça (Autor)
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