The case is to assess the customer service operations at DrRay.Com. Dr. Ray Neilson has to decide how to handle a complaint letter from a customer. However, I want you to analyze the different problems and critical issues discussed in the case from the point of Dr. Neilson and the customer Mrs. Holliday too. Basically I want to suggest what should company do about Mrs. Holliday i.e. what implementation plan is required if the organization has to retain its current customer. Do you think demands made by Mrs. Holliday are justified or not (who's been a loyal customer of organization from 18 months)?

Use AT LEAST five (5) outside sources (additional books and journal articles) to back up your opinions about the case. Please don't summarize the case. Just provide the important facts which are required for the analysis of the case. This case is based on Customer Services and its integration to Marketing Mix. There is a 4-page limit (double-spaced, 12-point font), including references, but NOT a cover page. Your references will probably take up a page, so you have five pages to work with, for your analysis. Cite all of your references properly in APA format. Please submit your case analyses in the dropbox in a document that is compatible with Microsoft Word 2003/2007. This case will test your efficiency that how as a marketing manager you'll handle customers. While analyzing the case, the following problems would help in suggesting the changes, if any, should Neilson make to customer service and ordering operations?

1. describe how adjusting the customer service level could improve a marketing mix. Illustrate.

2. Briefly describe which aspects of customer service you think would be most important for Dr Ray.Com that sells custom vitamins and supplements to its customers.