Abstract
Customer service is one of the key concepts in a modern enterprise. It occupies one of the main places in the sphere of logistics and marketing activities. Thanks to an appropriate level of service, a satisfied customer establishes long-term relationships with the company. The right level of customer service means responding to the needs and expectations of potential customers.
The article draws attention to the significant role and importance of customer service in the company in terms of marketing and logistics. The topicality of issues was also highlighted by providing an overview of recent Polish research in this area.
Keywords: customer, customer needs, customer service, marketing customer service, logistic customer service, level of customer service
Introduction
The role of the customer for modern enterprises is significant. Each enterprise operating on the market depends on the customer whose decisions related to the purchase of a given product or the use of a given service allow to profit. Enterprises should, therefore, focus their activities on the customer and his needs, in particular drawing attention to an appropriate level of customer service. Logistic customer service, due to its importance in the company and giving meaning to all logistics activities and processes is often also called customer logistics.
The purpose of this study is to present selected aspects of customer service, including its marketing and logistics approach. The source basis for the study is the available literature on the subject and reports on the level and quality of customer service in Polish enterprises. For the purposes of the article, a review of research in this area was also conducted.
The concept and essence of customer service
The issue of customer service has many dimensions and can be interpreted in different ways. It includes both logistics and marketing aspects. Customer service is related to meeting various customer needs.
The main determinant for maintaining long-term relationships with customers is their degree of satisfaction with the level of customer service. To obtain and maintain the desired level of service, the company should firstly learn and objectively understand how its customers define customer service, and then redefine the concept in categories that matter to them, meet their needs and allow them to achieve their goals.