Retail therapy? : the importance of creativity in customer service in a competitive market : a qualitative study

Abstract

The purpose of this study is to evaluate the importance of creativity in Customer Service in a competitive market. This study considers the modern history, tradition and culture in Malta and East Germany and asks if the consumer of the 21st Century has been affected by these factors in the two countries. Furthermore, this study asks whether creativity and innovation could be resisted in Malta due to the local mindset. It states the necessity of offering added value to consumers and of giving high quality Customer Service in a competitive economy.

The study explores Customer Service styles in tow countries; Malta and Germany. It recognises creative approaches and recommends ways of enhancing or establishing high quality customer care. This study investigates the reasons for inadequate Customer Service and quest5ions the importance of internal communication within companies. It also explores how ineffective communication has an effect on the customer and stresses the value of efficient complaint handling. This study examines the research collected from companies and consumers in Malta and Germany. It considers the expectations and requirements of consumers in the two countries. It also notes the differences in consumer protection offered in each. This study makes recommendations to improve Customer Service in the Maltese Islands by training those involved in this profession in creativity and communication skills.