In the practice, how does customer service ensure competitive advantage?

Authors

DOI:

https://doi.org/10.12712/rpca.v16i3.53367

Abstract

Customer service is an essential element for the success and growth of companies in general. In this context, this study sought to analyze this service as an element of competitive advantage in a retail company in the optical industry. To reach the proposed objective, qualitative research was performed with a single case study and data collection through interviews, observation, and document analysis. The results show that to be a competitive advantage, customer service must be the subject of strategic actions, must use of social networks, be associated with loyalty tools, and be established as an instrument of organizational competitiveness.

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Author Biographies

Thais da Conceição Andrade dos Santos, Universidade Federal de Sergipe (UFS)

Bachelor in Administration from the Federal University of Sergipe (UFS)

Ronalty Rocha, Universidade Federal do Paraná (UFPR)

PhD student in Administration at the Federal University of Paraná (PPGADM/UFPR). Master in Administration from the Federal University of Sergipe (PROPADM/UFS).

Maria Conceição Melo Silva Luft, Universidade Federal de Sergipe (UFS)

Ph.D. in Administration. Associate Professor at the Department of Administration (DAD/UFS), Professor of the Post Graduate Program in Administration (PROPADM/UFS) and of the Professional Master's in Administration Program (PROFIAP) at the Federal University of Sergipe (UFS).

Maria Elena Leon Olave, Universidade Federal de Sergipe (UFS)

PhD in Production Engineering. Associate Professor at the Department of Administration (DAD/UFS), Professor at the Post Graduate Program in Administration (PROPADM/UFS) and at the Professional Master's Program in Administration (PROFIAP) at the Federal University of Sergipe (UFS).

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Published

2022-09-27

Issue

Vol. 16 No. 3 (2022)

Section

Artigos/Papers

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