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If a company does not follow through on its promises in relation to customer service, the customer will be dissatisfied with the purchase, leading to 'post purchase dissonance''. The customer will be unlikely to use the services of the company again, but more importantly, they are likely to tell all their family and friends about their bad experiences and in the long term, this will affect the reputation of the company, leading to fewer sales.

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Q: How does good customer service benefit the public company?
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