The New Role of Service in Customer Retention

New research suggests that the role of service in customer retention is more critical than ever in the 1990s. The Forum Corporation recently embarked on a large‐scale research project in North America, Asia and Europe to find out how today’s customers define quality in relation to sales and service. Describes the initial findings about service, and their implications for organizations. One of the main conclusions is that service needs to become a collective organizational responsibility rather than the function of a single department.