Quality of Customer Service in Kenya: Aspects and Contributions.

      Аннотация: Customer service is precarious in market dynamics across the globe. The author provides a deep analysis of the key factors that influence customer service using a chain of supermarkets based in Kenya called Nakumatt. The author highlights key aspects of customer service such as current trends in the global environment, growing competition amongst service providers, technological changes in the international marketing environment, the need for professionalism in service provision, customer relationship management, customers’ expectations, and price vs quality of market offerings. It is inevitable that companies are faced with rapidly changing marketing environment. They make efforts to adopt themselves to some control changes in the macroeconomic environment that have implications for marketing. In particular, customer expectations are increasing in relation to marketing knowledge, speed of response, breadth, and depth of communication, customization of information and product/service offerings. This study found that the keystone to Nakumatt marketing strategy is tracking complaints and implementing service standards based on customer requirements and expectations.

Ключевые слова: customer service, International Business, International Environment, marketing, Total Quality Management