Modelling the Effects of Customer Service Performance on Purchase Intentions in the Channel

Abstract

Marketing has been conceptualized and accepted as an activity directed at satisfying needs and wants through exchange processes. The hope is that a satisfied customer will be more likely to repurchase, leading to increased sales and market share for the firm. To achieve customer satisfaction, most firms rely on the integration of the “four p’s” of marketing, namely product, promotion, price and place. Marketing is considered the primary functional area in the firm that works to satisfy a firm’s customers.