$(4$ marks$)$

Golds Pharmacy is close to several other pharmacies offering similar services and

products. The manager thinks that customer service will be his way of differentiating Golds

from other pharmacies.

a$.$ Explain how service guarantees might positively impact both internal and external

customers

$(8$ marks$)$

b$.$ Friends warn him about the potential financial risks of service guarantees. How could the

owner avoid these?

$(6$ marks$)$

c$.$ How could establishing customer service standards assist the manager in his quest to use

customer service as a differentiator?

$(6$ marks$)$