Creating customer service worth advertising at Browning Arms

John M. Browning was the greatest gun maker the world has ever known. The company he created has been recognized for a century as the industry leader in innovation and quality. A host of changes in external factors like social values and politics have brought the Browning company and the firearms industry to a major crossroad. If the industry survives, service quality will likely be the core‐competency that drives future sales and market share. The study examines a Browning task force committee whose charge was to define and implement the “best there is” in customer service. Major barriers to service quality are identified. Principles for improving service quality and customer retention are discussed in detail.