Customer service and organizational learning in the context of strategic marketing

The strategic marketing concept requires that marketers adopt an internal and an external focus, and it provides a conceptual basis for devising a customer service policy. Providing customer satisfaction is central to achieving a competitive advantage and should be viewed as an integral part of relationship building that is underpinned by organizational learning. A defined organizational culture can provide the necessary leadership that ensures that staff attain high levels of performance. When planning overseas market entry strategies, strategists need to take into account market intelligence available about the cultural traits evident in national culture. This will facilitate the development of partnership arrangements and result in mutuality.