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Running head: ALPHA ROBOTICS AND LOSS OF CUSTOMERS ALPHA ROBOTICS AND LOSS OF CUSTOMERS Student Number Module name and number Word Count: 2500
Table of Contents Introduction ................................................................................................................................ 2 Discussion .................................................................................................................................. 2 Managing People .................................................................................................................... 2 Service Profit Chain Theory ................................................................................................... 3 Service Quality and Satisfaction ............................................................................................ 3 Impact of Customer Loss ....................................................................................................... 4 Recommendation ........................................................................................................................ 4 Conclusion .................................................................................................................................. 5 References .................................................................................................................................. 6 ALPHA ROBOTICS AND LOSS OF CUSTOMERS 1
Introduction Alpha Robotics, a UK based firm that manufactures robots that help other businesses in picking and packing. The main target group of the company are the businesses that pack food products for sale at grocery stores. To further increase their revenue and gain more customer loyalty the firm decided to expand into servicing of the products. The company wanted to offer the clients a complete solution, that is providing the product and servicing it, however the customers were dissatisfied by the service. They complained that the service was not up to the mark and that they did not like the manner in which the service was conducted by the firm. According to Wilson et al, (2016) service can be defined as economic activities where the output is not a physical product and is consumed at the time of production. It provides benefit in terms of convenience that is usually intangible. Providing service can be a competitive advantage for a firm, as it can help in distinguishing between similar products. The main purpose of this report is understand why the company, Alpha Robotics, lost customers and how they can use certain marketing theories that can help them to retain customers and improve their service. Managing People theory and Service Quality and Satisfaction theory will be used in this paper to analyse the service of Alpha Robotics. Discussion Managing People It is extremely important that a company not only provides satisfaction in terms of product, it must also provide satisfaction in terms of service that is provided by the company. In the case of Alpha Robotics, the consumers were satisfied with the product; however, they were displeased by the service that the company provided. The main problem that the customers faced was that the customer service team of the company was not capable of handling their problems, the technicians were not dedicated enough in the servicing of the products, and there was lack of internal communication between the staff of the company, which created a hassle for the consumers (Huang and Wang 2014). This problem could be solved by managing the people that are working in the company. The service personnel that are there in a company are an integral part of the company as they are one of the marketers of the firm; they affect the customer loyalty and the service quality. These personnel also determine the quality of the productivity and are one of the major source of competitive advantage for the firm (Ranjan and Read 2016). These are the people that become a link between the customers and the company; they are the ones who pass on the information to from one point to the other. The company must make sure that the

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