Customer Service

Customer service is a varied topic. With different companies expecting different levels of customer service as well the difference between countries, customer service would be a great topic to focus your dissertation on! Take a look at some examples below:

Example customer service dissertation topic 1:

For economic growth within the UK, low levels of customer service within the services industry is a major concern. How can this situation be improved with reference to the views of customers and managers?

This study looks at three specific businesses upon the British high street: Marks and Spencers, Next, and Jigsaw. Using a mixed-method approach of research, the dissertation utilises street based interviews in co-ordination with management based face-to-face interviews. This is done to first ascertain different viewpoints as of the problem before analysing them via reference to a number of pertinent theories: principally SWOT and Porter’s Five Forces.

Suggested initial topic reading:

• Blocker, C.P., Flint, D.J., Myers, M.B. and Slater, S.F. (2011) ‘Proactive customer orientation and its role for creating customer value in global markets’, Journal of the Academy of Marketing Science, Vol. 39(2), pp. 216-233.
• McMullan, R. and Gilmore, A. (2008) ‘Customer loyalty: An empirical study’, European Journal of Marketing, Vol. 42(9/10), pp.1084-1094.