The role of customer service in branding process

Abstract

Customer service is considered to be an indispensable part of the marketing concept, consumer relationship management and branding process. Permanent identification and understanding of problems, wishes and needs of consumers, as well as finding and delivering superior products, appropriate customer services, communication and customer care, are all preconditions for development of long-term marketing strategies based on customer satisfaction and loyalty. In this sense, the goal of this paper is to point out the most important elements of customer service management, which has become an important instrument for achieving the highest levels of customer satisfaction and positive image of the company in the market, especially in the challenging global environment, harsh competition and the rapid development of information and communication technology.

Keywords

• customer service
• customer care
• crm
• brand management