To reinforce the veracity of the conclusions drawn from the first set of interviews, a second round of telephonic interviews were also conducted with customers of two other multinational companies dealing with the same product. An interesting revelation of the study was that most organizations did not revert to the customer for feedback once the complaint was attended to. A follow-up call after the service encounter would certainly enhance the image of the company in the eyes of the customers. It would not only show the organization's commitment to quality but also increase customer loyalty through relationship building. [PUBLICATION ABSTRACT]