THE ROLE OF CUSTOMER SERVICE IN MEETING CUSTOMER EXPECTATIONS
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THE ROLE OF CUSTOMER SERVICE IN MEETING CUSTOMER EXPECTATIONS
This research examined the role of customer service in meeting customer expectations, with objectives to evaluate the impact of customer service quality on satisfaction, analyze its influence on customer retention, and assess its role in shaping brand perception. A survey research design was employed to gather comprehensive data from a broad sample, providing rich insights. Taro Yamane’s formula was used to determine a sample size of 360 respondents from the telecommunications industry in Port Harcourt. The reliability coefficient score for the survey was 0.90, indicating high reliability. The study found that high-quality customer service significantly enhances satisfaction, retention, and brand perception. Recommendations include prioritizing customer service excellence and continuously training staff to meet and exceed customer expectations, driving long-term business success.
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