International Journal of Business and Economics Volume 16, No. 3 December, 2017

Cable Me Not

Lauren Haberern

Salem State University, U.S.A.

Abstract

Competency within the firm is essential for the firm and for executing service delivery to the consumer. Without an adequate internal competency, the brand's reputation can suffer from a lack of set standards in executing the service provided to the customer. Building an internal competency provides set guidelines and actions for the firm to utilize by keeping internal employees on the same page for customer service encounters. Consistency within the firm ideally will result in creating identical and satisfactory encounters with consumers, who want a company that will fulfill their needs without feeling as though they have been taken advantage of. Monopoly situations in the market enable the firm to charge and conduct business in any way it chooses, since the consumer has little or no other option(s). This case focuses on Comcast Cable Company and its business practices in providing a service to their customers. By analyzing Comcast's current business state, we are able to conduct scenarios for improving their internal competency ideally in an effort to improve their customer relationships and brand reputation.

Keywords：internal competency, marketing, communication, firm, brand management, cable, communication, customer service.

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