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Founded in the year 1976, SAS still has its guiding principles imprinted at its foundation. Irrespective of the fact SAS is in the business to make profits, it strives to remain approachable to customers. It also maintains recognition and reliability in order for customers to see it not just as a vendor, but also a partner in business (Lovelock, Wirtz, and Chew, 2009:54). Being a fountain of recognition and reliability among customers is one of the core goals and values of SAS. This aspect facilitates employees’ morale towards their work hence feel motivated and satisfied for working at SAS because if the company is that much concerned about their clients, it is also believable that it makes employees feel appreciated for working at SAS.
SAS manages its designed service encounters through its values and goals upheld by the customer relations department, which is imprinted in the culture of innovation. At SAS, the functioning of all operations bases on being customer driven. Being customer driven requires all the parties involved in the daily management of SAS to engage customers towards finding out the needs of the customers and thereafter helping solve them. Since this sort of engagement requires employees to have agility and swiftness, it becomes apparent for employees to feel considered hence satisfied and motivated (Choraria, 2013:201).
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