Customer Service a sales strategy. Creating customer loyalty in a competitive lodges environment

ABSTRACT The salivation of dogs under experiment by Pavlov to lab coats not necessarily food, motivated the research to investigate whether the customer service concept can be used as a strategy to improve sales and customer loyalty in a highly competitive lodges industry. Literature reviewed synchronised the customer service concept with the Pavlov theory approach. The main objective of the study was to find out whether customer service has a positive impact on sales and customer loyalty. Both qualitative and quantitative research methodologies were used. Data analysis and interpretation was based on information derived from 40 respondents comprising of 20 Lodge Operations Managers and 20 Customers who were interviewed or responded to the questionnaires. A key finding was that customer service can improve sales and customer loyalty in lodges. The Spearman rank difference 0.6 reflected positive correlation of variables; that are customer service and sales.