MANUFACTURERS NEED TO SHOW GREATER COMMITMENT TO CUSTOMER SERVICE

In order to improve their competitiveness, firms are being advised to be more responsive to customer needs, and there is evidence that customer service is becoming one of the key management issues of the 1990s. This article examines what manufacturing companies in the U.K. are doing in terms of customer service compared with managerial guidelines in the literature. The key concepts that have been advocated to make organizations more responsive and customer-driven are identified, and the extent to which this advice is followed is evaluated by conducting an empirical study of manufacturing companies. This comparison between what is preached in the literature and what is practiced by managers suggests that although managers may pay lip service to customers, their actions fall a long way short of what is required to be a customer-driven firm The managerial implications are discussed.