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Essay / Research Paper Abstract
A 3 page paper providing a general, brief discussion of customer metrics. The paper provides a definition and examples, linking each to the case of Delta Airlines. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: CJ6_KSmktgCustMet.rtf
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Unformatted sample text from the term paper:
environments and changing markets have led to the need to know more about customers than the traditional marketing mix approach can provide. There are other qualities that need to
be included in a customer-targeted approach, but likely the leading one is customer satisfaction. After years of being a struggling legacy airline, Delta
finally determined to adopt Demings (1986) position of putting the customer in the place of the assembly line quality inspector. It measures customer satisfaction through the use of various
metrics. Quality of Service Metrics A metric is any point of measure that can be made quantitatively, one that can be meaningful for
the business selling any product or service. Quality of service metrics can be numerous and extensive, ranging from the customers perception of a sales clerks attitude to an effective
returns policy that satisfies customers needs, and everything in between (Freudenberg-NOK Shuns Mega-Merger Approach, 1998). In Deltas case, it can range from the ease of booking a ticket to
the timeliness of the flight. It goes without saying that it will cover the passengers experience with his luggage. Service metrics absolutely can be used to build and
retain a sustainable competitive advantage. Influence of the Marketing Mix Chan (n.d.) states that the marketing mix - the 4 Ps - "has
been criticized for being too myopic in this current market situation." With its focus on product, place, price and promotion, the customer is secondary and all efforts are trained
on altering and managing the 4 Ps in such a way that the marketer can generate more customer interest and activity, thereby gaining market share. Though customers certainly are
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