Customer care is perceived in the commercial and industrial world as an important and relevant topic in managing the successful competitive enterprise. While some would argue customer care is a passing fad or flavour of the month topic in marketing (Coyne, 1989), it is, and should be, much more than this. In many companies, customer care is strongly emphasised in their cor-porate mission or vision statement, in their organisations by specific personnel or departments and by increased resources allocated to service support areas of the business. This importance is confirmed by the number of courses, practice based texts, articles and citations which have appeared in the last decade on the importance of being customers driven and how to implement customer care programmes. By contrast, treatment of the subject in marketing curricula and mainstream marketing textbooks appears to have been neglected.
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