Document Type


Degree Name

Master of Arts

Chairperson (Advisor 1)

Dr. Kimora Kachelmyer

Reader (Advisor 2)

Thomas Gergen


According to Peter Drucker, one of the most influential writers on business management, the purpose of business is to create and keep customers. 2 Drucker states that companies should constantly seek to offer better or preferred products or services and to offer those services through a different combination of means, places, and prices so that customers prefer to do business with them. He believes that customer preferences are always being shaped and reshaped, and that companies need a favorable proportion of targeted customers to purchase their products or services. Within this paper, this author will look at the means available to a CSR that can be used to keep a company's target customers happy.


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