THE IMPACT OF CUSTOMER SERVICE QUALITY ON BUSINESS SUCCESS

This article examines the impact of customer service quality on business 
success in contemporary competitive markets. Customer service quality is analyzed as a 
multidimensional managerial factor that influences customer satisfaction, loyalty, repeat 
purchasing, brand reputation, employee performance, profitability and long-term 
competitiveness. The article argues that business success cannot be explained only by 
price, product characteristics or advertising; it also depends on how customers experience 
communication, reliability, responsiveness, empathy, problem solving and after-sales 
support.