Customer service : a competitive tool of the local department stores in the 1930s

• Main Authors: Goh, Sock Gek, Ong, Lay Hong, Tan, Sharon Jay Kim
• Other Authors: Koh Moy Yin
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Marketing::Customer services
• Online Access: http://hdl.handle.net/10356/63906
• Institution: Nanyang Technological University

Customer service is used by retailers as a competitive tool. With the recent intensity of competition in the local department stores, it is timely to examine the role played by customer service. The objective of this report is to assess the impact of customer service on consumers' purchase decision and to look into the future trends of customer service in Singapore. Two questionnaire surveys were conducted to gather information on whether customers value services provided by the local department stores. In addition, two department stores were selected for case studies with the aim of giving readers an insight into how customer service is applied in specific situations. Customer service was found to be crucial in retaining customer loyalty and in ensuring that repeat purchases are made by the customers. However, Singapore shoppers still think that customer service is secondary to price when making purchase decisions.