The importance of customer services quality and an application on the Aegean region hypermarkets chain

Increasing competition in today?s business world forces organisations towards providing their customers with better services. It is a fact that customer oriented firms that meet customers? needs and requirements can provide competition. Hipermarkets, like any other firms in service sector should provide better and qualified services in the face of fierce competition. The success of a firm stems from the extent in which it meets needs of customer rather than how good its service function is. The only way for firms to stand strong in this increasingly competitive environment is to improve the quality of service provided and differentiate it from those of customers. As a result, to conduct hipermarket services effectively in a competitive and continuously evolving society can only be achieved through application of modern marketing thought. The highest purpose here is to find the best way to provide customers with modern, customer oriented, qualified services.KEYWORDS: Service, Service Quality, Customer Satisfaction, Costomer Services Quality.