more efficient time period manner to attain satisfied customers (Bird, 1998)
. Thedevelopment of technologies has forced the companies to restructure the ways theymanaged relationships with customers. Many industries, such as banking, have beeninnovatively applying state-of-the-art technology in their customer relationshipmanagement through telephone and internet banking. Call centers provide organizationsvaluable information about the performance of their services (Staples et. al, 2001)
. Theyallow organizations to understand how customers feet about service performance.(Gilmore, 2001)
century is considered as the service industry century. Service industry isgrowing at a rapid pace across developed and developing countries. There are manydefinitions of what constitutes service.Services are deeds, processes and performances (Zeithaml and Bitner, 2003)
.Broadly speaking, services include all economic activities whose output is not a physical product or construction is generally consumed at the time it is produced and providesadded value in forms (convenience, amusement, timeliness, comfort or health) that areessentially intangible concerns of its first purchaser (Quinn,Baruch and Paquette, 1987).
Service has been entering every part of life from the most essential demands (such aseating, sleeping) to other entertainment needs (such as sport, traveling, cooking, andtelecommunication). In other words, we readily define bank, hotel, restaurants, and beautysalon as being service-based business. Similarly said by Hung N. Bui (2004)
service is anactivity that impacts all parts of our life. Since we were born, our lives have relied onservices (such as hospital service, education service, retail service etc.). In addition to that,nowadays a wide range of products heavily rely on its services to acquire competitiveadvantages. For instance, a TV buyer is now buying not only tangible components of a TVset but also other service benefits like free delivery and installation, 24 hour technicalsupport etc.Another definition of service is that a service is any activity or benefit that one party offers to another which is essentially intangible and does not result in the ownershipof anything. Its product may or may not be tied to a physical product (Kotler, Armstrong,2