Business Letter and Literature Summary

(Irwin , Sutton McCarthy 2008 br

. 9 . Going back to Dr . Hankins , apparently , he was a good customer and his well intentioned complaint reflects his good character . Andres Mertz himself was convinced of the failure of the hotel to perform the basic services and that something has to be done to settle the issue (Case study 17 . In this case , failure to resolve his dissatisfaction on the part of the ATHMI could ruin its reputation before a number of potential customers . Thus , today , businesses tend to demonstrate that companies with higher levels of

satisfaction tend to be profitable (Allen 2004 ,

br 116

In view of the above , the solution to the problem given was in the first place , consistent with the company 's promotional policy . The added incentive was to regain the company 's reputation and to turn the potential damage for the benefit of the company . Researches according to an article published by Performance Associates , Inc . entitled Delivering knock your socks off Service consistently find that it costs five times more to attract a new customer than it does to keep one you already have (Performance arts associates 2007 ,

. 8 . Of course not all customer complaints will be treated in this way but will be surely be given appropriate attention . Dr . Hankins is obviously a potential customer and his continues patronage of the hotel is important in the effort of building up the image and reputation of the hotel , to attract new customers in view of his profession

References

Allen , D .R (2004 ) Customer Satisfaction Research Management ASQ Quality Press

Cawsey , T .F McDougal Case Study 17 The Complain Letter

Irwin , R .L , Sutton , W .A McCarthy , L .M (2008 ) Sports and Sales Management

Human Kinetics

Lovelock , Wirtz Chew (2009 ) Essential of Service Marketing

Performance Associates , Inc (2007 ) Delivering...