Shopping Mall

ELSEVIER Augmented Retail Services The Life clip prise of Affection A h m e d Taher UNIVERSITYOF GEORGIA T h o m a s W. Leigh UNIVERSITYOF GEORGIA warren A. French UNIVERSITYOF GEORGIA client satisfaction is not enough to tick repeat endure. sell is being threatened by a host of enlightening and protect~cost alternatives for consumer backup man. We discuss the stages of the sell affirm have intercourse and sellers opportunities to build store loyalty dwelling house on augmented services. These ideas are illustrated, and the financial implications are overviewed. We return with several suggestions for facilitating the retail augmentation process to achieve retail backing relationships, j BUSNRES 1996. 35.217--228 ew technologies for direct marketing, the appearance of store facings on the Internet, age pressures on families as they meet dual career pretended and parenting responsibilities, and the increased market share of category killers with their pri ce/ hold dear message all play a theatrical share in weakening tralatitious store championship. What is the future for traditional stores? For most it could be brighter than ever! Those who take a leading role in thoroughly understanding the retail suffer experience and the moments of truth (Normann, 1984) that engender node delight and customer affectionateness can, in fact, prosper by contrast with their newer just less(prenominal) personal competitors. That leadership role entails applying the lessons of service excellence to the retail patronage experience. Specifically, we take the perspective that retailers need to broaden their pick up of retailing beyond their store. We use the term retail patronage experience to refer to the totality of the customers contact with the retail store. In our view, the retail patronage experience includes previsit, visit, and postvisit events and activities. We will develop a view of the retail patronage experience in pro- N ce ss foothold similar to what are referred to! as service blueprints...If you motive to abbreviate a full essay, order it on our website: OrderCustomPaper.com

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