SME Customer Service Excellence: A Singaporean Case Study

Koh Kelly Sze Wee (), Chan Leslie Soon-Lim () and Ho Samuel K. M. ()
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Koh Kelly Sze Wee: Heriot-Watt University, United Kingdom
Chan Leslie Soon-Lim: American University of Ras Al Khaimah, United Arab Emirates
Ho Samuel K. M.: Asia Pacific Business Excellence Standard Academy, Hong Kong

Nang Yan Business Journal, 2016, vol. 4, issue 1, 13-22

Abstract: In Singapore, service sectors are dominated by SMEs. This study set out to investigate customer satisfaction as a critical factor in SME survival and indeed in helping to maintain the overall health of the economy. In this study, data were collected from a Singaporean SME which supplies and installs glass for construction projects. Departments involved were Sales & Marketing, Administration, and Installation. A questionnaire survey was administered to every customer of the company in 2013 in order to evaluate the services provided by the three departments. Customers were categorized into five groups: main contractors, designers/sub-contractors, property managers, home owners and commercial owners. Data were analyzed in terms of thirteen customer service variables identified from the literature. Statistical methods were applied to data analysis and findings were arrived at. Findings were found to be sufficiently significant to permit the formulation of a Total Customer Service Excellence Model for SMEs in Singapore.

Keywords: Customer services; Total customer services; SME; CRM; Customer-centric (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:nybujo:v:4:y:2016:i:1:p:13-22:n:2

DOI: 10.1515/nybj-2016-0002

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