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Essay / Research Paper Abstract
A 5 page paper discussing the use of customer satisfaction metrics as a tool to build long-term sustainability. The second half of the paper discusses eBay’s growth and success 1996-2001. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktkCusSatMet.rtf
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Unformatted sample text from the term paper:
want to know they have some recourse if a purchase does not meet their expectations. A customer in a physical store can examine the product and has no concerns
about damage in shipping. S/he still wants to know that if the product fails to perform as expected that s/he suffers no loss. The same concerns exist in
mail order and in the Internet environment, and even more so in e-commerce. Quality of Service Metrics What are metrics and how are metrics used to measure service quality.
Can quality of service be used by retailers to obtain a sustainable competitive advantage? Explain your answer. 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).
Service metrics absolutely can be used to build and retain a sustainable competitive advantage. An example in the retail environment preceding the emergence
of the Internet is Sears and its persistent leadership in high-quality mechanics hand tools. Sears instituted a policy long ago of a lifetime replacement guarantee. Any Craftsman(r) tool
that fails to perform for any reason at all will be quickly replaced by Sears at no charge to the customer, regardless of the age of the tool or the
reason for its failure. Craftsman(r) has been a leading brand for years, in large part because customers know they can lose nothing when they enter an agreement with Sears
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