There is a famous business slogan: "The customer is always right!" With the rapid development of commercialism, it is more and more important for organizations to build up a close and constant relationship with their customers. Those organizations who understand customers is the key to success and enables themselves to be stronger, while the others who do not understand the importance of customers only hold a recipe for failure in hand. Customer service refers to assistance and other resources that a company provides to the people before, during and after a purchase. According to David Bowen, a professor at Global Management at Thunderbird School of Global Management, Arizona State University, states in his article "A Framework for Analyzing Customer Service Orientations in Manufacturing" that customer service can be defined as two types. The first is customer service that accompany goods while the second definition of customer service describes the service quality. It does not matter the size of the business or what services they provide, having an excellent customer service needs to be considered as the heart of the business. .
As David Bowen defined the first type of customer service, the services bounded with products include reasonable delivery time, after-sales repair guarantees, correct installation instructions and a friendly attitude by employees who deliver the service. For example, consumers who purchased furnitures at IKEA and also pay for home delivery and assembling should be able to enjoy this kind of services offered by IKEA's employees. It is the basic type of service that any business companies should be able to provide. Regarding David, " These goods-accompanying services have been turned the augmented product, which is one of three dimensions constituting the overall marketed good." First, the services is considered to be attached to a product automatically when the consumers purchase it.