Managers’ perceptions of customer service for an ageing population

Abstract

This paper explores small business managers’ perspectives on customer service for an ageing population. Australia, like most developed countries, has an ageing population, with one of the longest life expectancies in the world. The shift from a younger to an older population will affect the economy, health priorities, urban planning, housing, recreation, transportation and customer service. This study is based on a sample of 59 service providers from seven regional towns in North Queensland, Australia. Using semi-structured interviews, data were collected on site with the owner-managers identifying their perspectives on population ageing and its impact on business, the effectiveness of information flow from all levels of government, and their understanding of good customer service. Results suggest managers lack both a detailed understanding of population ageing and an awareness of government policies/strategies concerning this issue. Managers did recognize that a shift in population ageing could have both positive and negative implications for their business. Awareness of providing good customer service to the general population was largely supported; however the majority of respondents would not change their approach to customer service delivery as a result of a population shift. These findings conclude that relevant government information is not reaching service providers, thus limiting manager’s awareness of the issue and minimising changes to customer service. Few customer service studies have looked at the impact of an ageing population on customer service. This study seeks to address this research gap.