The number one reason for customers to switch between brands is poor customer service. Research conducted by American Express shows that 78% of the customers canceled a transaction after a bad customer service experience. It is a proven fact in the service industry that dissatisfied and irate customers will no longer visit the outlets and show rooms again. In the long run, it can be concluded that good customer service in service industry is a key factor in attaining customer loyalty.

This course is a combination of both the theoretical concepts of customer service and their application in a functional service delivery setting. At the conceptual level, it seeks to present an integrated framework around which the major areas of customer service can be discussed. Rather than just paying token attention, this course thoroughly incorporates customer service realism within the service domain in several ways.

First, throughout the course frequent reference is made to actual or potential applications of the concepts being discussed. Second, questions, case studies, and projects throughout the course period offer opportunities for experiential learning. Here, research may be conducted, decisions made, or other creative activities undertaken, bringing students closer to the real world of service delivery scenarios in the service industry.