CUSTOMER SERVICE

EDITOR: Diana Muirhead's letter on July 28, decrying the demise of

personal customer service is pretty much on target, but I'm happy to inform

her that some retail establishments still exist that recognize the importance

of customer relations. Many independent businesses in downtown Santa Rosa, for

example, subscribe to a policy of strong customer service; we realize it is

one of the real advantages we can offer in the face of continuing ''big box''

and mall competition. We also realize the importance of superior selection and

competitive pricing, but it's personal service that brings the customer back

and keeps us in business.

When I opened my luggage store 21 years ago, I adopted as a role model

Rosenberg's department store, a legend of customer service for generations.

It's gone now for a variety of reasons, but its legacy of service still exists

in many of the independent stores downtown, and we cordially invite Ms.

Muirhead to do a little shopping here.

BERNIE SCHWARTZ

Santa Rosa