Question 1.

Evaluate the role of proving quality services.
In today’s fast-paced and increasingly competitive market, the bottom line of a firm’s marketing strategies and tactics is to make profits and contribute to the growth of the company. Customer satisfaction, quality and retention are global issues that affect all organizations, be it large or small, profit or non-profit, global or local. Many companies are interested in studying, evaluating and implementing marketing strategies that aim at improving customer retention and maximizing share of customers in view of the beneficial effects on the financial performance for the firm.
Quality customer service is a vital ingredient in a company’s ability to maintain profitability and continued success in business. Not only does quality customer service build loyalty for both company and product above all other forms of marketing, it almost guarantees a company’s viability in today's diverse and competitive market.
There are many researchers who have defined service quality in different ways. For instance,
Bitner, Booms and Mohr (1994, p. 97) define service quality as ‘the consumer’s overall impression of the relative inferiority / superiority of the organisation and its services’.
There are certain basic customer quality service principles that all Companies and organization must be made aware of, including:
• First impressions;
• Company image;
• Speed and accuracy of service;
• Consistency;
• Products and services offered;
• Meeting customer needs;
• Offering information and advice;
• Dealing with complaints and problems;
• Meeting and exceeding customer expectations.

First impressions
As we are often reminded in everyday life, first impressions count! In service sectors such as travel and tourism first impressions are always important, whether staff are meeting holidaymakers at the airport, advising them on