Customer services - a part of market orientation Every company should know customers' needs and mostly they claim they know. However, the ability to provide a final product according to the expectations can be questionable. All company activities such as manufacturing, sales and customer services as well should ensure customer satisfaction. Therefore, customer services are always very important and topical, because they can help to increase customer satisfaction. Services can be seen as a source of company profit and possible differentiation, too. Almost all companies have to be providers of customer services today. Moreover focusing on customers, e.g. providing customer services is one of the main benefits of well-done application of market orientation in a company.

You are a supply Chain Director at Woolworths (South Africa). Read the above extract and answer all the five (5) questions that follow:

Question 1 (20 Marks) The above scenario confirms that almost all companies have to be providers of customer services. Critically analyse the importance of good and sustained customer service in building customer loyalty at Woolworths. Make use of the relevant examples to support your answer.