C/M/107. Blueprint for excellent customer services for UK shopping centres

The present paper explores the state of customer service in various UK shopping centres. This literature review section outline the importance of good level of customer service for contemporary shopping centres. Through the wide range of theoretical and empirical arguments the paper builds the logical bridge between the new business requirements and the importance of developing and maintaining good level of customer services. To support this logical chain the paper reviews the way customer service might affect customer perception of a particular product. Further on, the paper discusses the way this influence can be applied by shopping centers in order to affect the choice of potential consumers. The aim of this paper is to devise a blueprint for excellent customer services for UK shopping centres. The aim arises from the understanding of the strategic importance of customer services as the way to differentiate itself from competitors. This aim would be fulfilled through the primary research. The paper applies case study as its research strategy as it provides understanding of the dynamic present within particular context. The research is inductive and of exploratory nature. The analysis is based on the primary data collection.