What Marketers Can Learn from the Tin Man

Alan J. Dubinsky

31 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Employee Performance and Motivation Emotional Labor in Professions

Abstract

Customer contact personnel (CCP) play a significant role in the success of any industrial or consumer service organization. A key task of CCP is to be attentive, respectful, empathic, and civil toward customers. Many service organizations, however, seemingly overlook this critical, yet low‐cost, approach for enhancing customer satisfaction and favorable word‐of‐mouth promotion. Using The Wizard of Oz as an allegory, discusses the importance of CCP displaying appropriate behavior toward customers and offers a process for fostering such behavior within an organization.

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References

1990Zero defections: quality comes to services.1990The profitable art of service recovery.1982THE EMPLOYMENT INTERVIEW: A SUMMARY AND REVIEW OF RECENT RESEARCH1 1991The service-driven service company.1978Carl Rogers on Personal Power: Inner Strength and Its Revolutionary Impact 1974Consumers as offenders 1977Sales Management: A Tactical Approach

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