Creating competitive advantage via customer service: the RAC case study

Abstract

Describes a revolution in customer service at the Royal Automobile Club (RAC). Explains how, since the mid‐1980s, the RAC has become the most progressive and fastest growing motoring organization in the world, through a policy of locating new technology to automate breakdown handling processes, the creation of five regional supercentres and a pursuit of service excellence through the involvement and participation of all staff.

Citation

Richardson, F. (1995), "Creating competitive advantage via customer service: the RAC case study", Managing Service Quality: An International Journal, Vol. 5 No. 4, pp. 12-15. https://doi.org/10.1108/09604529510796449