Social exchange and voluntary behaviors however require trust to be present, and strengthened in each interaction and product or service experience (Young, Wilkinson, 1989). In organizations that rely extensively on distribution channels the interaction of both social exchange and voluntary behaviors is inherently more difficult to manage given the specific coordination efforts between channel partners (Zaheer, McEvily, Perrone, 1998)
Only by taking these specific steps can a company hope to attain the role of trusted advisor as well. Fourth, hospitality providers who compete primarily for business travelers must concentrate on creating a more concerted, cohesive strategy to attain customer satisfaction and loyalty first, over using price or promotion to attract and retain customers (Zolkiewski, Lewis, Yuan, Yuan, 2007)
In addition, he notes certain other elements that contribute to customer satisfaction in less direct ways. For instance, as he writes, "Uncommon success comes with uncommon approaches to business" (Kazanjian 27)
Customer service needs to be constructed on the premise that consumers are increasingly demanding to be treated as individuals, not just as members of a large group. Consequently, personalization - the social content of interaction between service or retail employees and their customers - becomes an important mediator of customer satisfaction and patronage behavior (Khalil and Harcar 26)
Various commentators have noted that American business does not provide the level of service it once did, and this is troubling to those concerned about the decline in sales at a time when the economy needs boosting. As Maier notes, AKeeping the customer satisfied no longer is the mantra of American businesses, as studies show a steady decline in customer satisfaction that is projected to continue (Maier 20)
Many of these organizations are searching for practical ways to improve customer satisfaction with both tangible and intangible products and services. The anticipated result of improved service quality is an improvement in the bottom line of the organization (Schmit and Allscheid 521)