Preferential customer service targeting customers at the top of the pyramid has been flourishing in Taiwan in recent years. In 2013, Aspire, a subsidiary of International SOS, started in Taiwan and became the dominating world-class concierge service brand in Taiwan, demonstrating the market for preferential customer service in Taiwan has strong potential and vast opportunities. In these service-forward times, preferential customer service has gradually become the key for companies to attract and retain high-end clients; and thus, the quality of that service has become crucial in the competition for high-end clients.
This research studies the current leading concierge service in Taiwan - Aspire, a subsidiary of International SOS - as an example in the exploration of the relationship between preferential customer service and customer satisfaction. This research includes surveys and phone interviews of customers who have experienced preferential customer service to examine their satisfaction of the service, as well as to understand the customers’ thoughts and feedback, in order to achieve the following goals: 1) how customers feel about the quality of the concierge service, “customer satisfaction,” and “the perceived value,” of the preferential customer service provided by Aspire; 2) provide feedback from “customer satisfaction” and suggestions from customers to Aspire, with the intention for the company to improve upon its service quality, generate an even higher service value, and develop towards a more specialized field.
