A Customer Service Design Case Study: Insights on Customer Loyalty in the Brazilian Food Sector
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Marketing managers of local and international food companies have realized that what they offer to customers go well beyond the characteristics and attributes of the products their companies manufacture and market. Service has become an integral part of the offer (Grönroos, 1993); a high service quality improves the company competitiveness, builds customer trust, supports the company brand and other product attributes (Berry & Parasuraman, 1991, p. 12). This paper seeks to investigate whether customer care service perceived quality in the food sector is truly relevant to customer satisfaction and loyalty.