Where there is efficient and thoughtful service management there is likely to be gathering of information concerning the need of the customer and expectation which are used to determine what service are to be provided and the way in which they are to be provided. Marketing research is the key vehicle for understanding customer exception.
Market research is defined by Bowie & Francis as a systematic gathering and analyses of date to provide relevant information to aid decision-making. (Bowie & Francis, 2004, p. 39)Anderson executive vise president of Cendant Corporation said market research on our guests allows the company to understand its customers well enough to target them. A company can either carry out its own market research or can contract it to a special agency. Using the third party can be appear to be more expensive but they have the qualified staff and skills experience assess to appropriate information and equipment to carry out the research professionally.
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