The Service Profit Chain and its relationship to Improved Performance

In our rapidly changing environment, where Internet technology has significantly diminished the barriers to entry for many industries, the ability to build and sustain a competitive advantage has become increasingly difficult for organisations. Faced with intensely competitive markets and changing buyer behaviours brought on by increased consumption of Internet media, organisations need to acknowledge that it is no longer sufficient to have merely satisfied customers (Chaffey et al. 2006, p. 6).