NORDSCI Conference proceedings 2021, Book 2

Business and Management

THE IMPACT OF THE SERVICE PROCESS QUALITY ON THE CONSUMER'S BEHAVIOR AND PURCHASING DECISIONS

Ph.D Malgorzata Adamska, Ph.D Aneta Kucinska-Landwójtowicz

ABSTRACT

The purpose of the article is to present the impact and the role of sales personnel and the pursued quality strategy in the customer service process on the customer's behaviour and processes of making purchase decisions. The identified dependencies may exert a significant impact on activities undertaken with respect to the formation of future customer relations and their nature, with special attention given to the context of the service process quality and sale personnel who carries out such process.
The article is a concept study based on the results of a literature search query, experiences deriving from cooperation with the sector of small and medium-sized enterprises and the author’s own studies on the management of relations with customer capital in the sector of small and medium-sized enterprises.
The original feature of the article are recommendations pertaining to the feasible scenario of operation and the proposed model of management with respect to sale personnel and service process quality, enhancing the creation of values for customers via efficient marketing strategies implemented in the area of customer servicing.

KEYWORDS

service process quality, loyalty, consumer behaviour

REFERENCE

NORDSCI Conference proceedings 2021, Book 2, Conference Proceedings, ISSN 2603-4107, ISBN 978-619-7495-14-0, THE IMPACT OF THE SERVICE PROCESS QUALITY ON THE CONSUMER'S BEHAVIOR AND PURCHASING DECISIONS, 67-76 pp, DOI paper 10.32008/NORDSCI2021/B2/V4/06