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Who Is a Customer?


Ayentimi, DT, Who Is a Customer?, Customer Service Management in Africa: A Strategic and Operational Perspective, Productivity Press, RE Hinson, O Adeola, TR Lituchy, AFO Amartey (ed), New York, pp. 11-22. ISBN 9780429031342 (2020) [Other Book Chapter]

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Many organisations, particularly in sub-Saharan Africa are overwhelmed as they make efforts to thrive in an environment of rapid changes in technology, persistent globalisation of business activities and markets, coupled with intense competition and customer complexities. There is a basic underlying assumption that customers are the central focus of a business’s purpose and survival. Our assumptions and understanding of what it really means to be a customer remain important. The notion of customers has mostly been explained simply as an assumed buyer of business goods and services. It is fairly straightforward and appears normal and within our understanding. However, extending the notion of customers to include employees as an important customer service management component, as highlighted in this chapter, is reasonably an altered order from the ‘traditional customer’ realm historically courted by marketers and business owners.

Item Details

Item Type:Other Book Chapter
Keywords:customer, internal customer, external customer
Research Division:Commerce, Management, Tourism and Services
Research Group:Human resources and industrial relations
Research Field:Human resources management
Objective Division:Expanding Knowledge
Objective Group:Expanding knowledge
Objective Field:Expanding knowledge in human society
UTAS Author:Ayentimi, DT (Dr Desmond Ayentimi)
ID Code:140987
Year Published:2020
Deposited By:TSBE
Deposited On:2020-09-17
Last Modified:2020-12-15

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