Is the idea that service organizations and their workers should be highly responsive to the needs of customers and deliver quality service as a means of cultivating customer loyalty and guaranteeing repeat business. As such, it is a concept that is related to Total Quality Management. Customer care programmes can have important consequences for both work design and training policy within organizations. For example, employees may be trained in customer interaction or coached in ‘scripts’ that have to be spoken when dealing with customers. There may also be an element of job redesign as employees are given wider discretion to deal with customer complaints and requirements.