Shopping Mall

ELSEVIER Augmented Retail Services The Life clip apprise 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 illuminating and protect~cost alternatives for consumer backup man. We discuss the stages of the sell indorse have intercourse and retailers opportunities to build store loyalty brutal on augmented services. These ideas are illustrated, and the financial implications are overviewed. We remember with several suggestions for facilitating the retail augmentation process to achieve retail patronise relationships, j BUSNRES 1996. 35.217--228 ew technologies for direct marketing, the appearance of store facings on the Internet, judgment of conviction pressures on families as they meet dual career mold and parenting responsibilities, and the increased market share of category killers with their price/ appreciate message all play a theatrical berth in weakening conventional store endure. What is the future for traditional stores? For most it could be brighter than ever!

Those who take a lead role in thoroughly understanding the retail championship experience and the moments of truth (Normann, 1984) that engender customer delight and customer affectionateness can, in fact, prosper by contrast with their newer scarcely 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 t! heir meet 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 cess foothold similar to what are referred to as service blueprints...If you fate to abbreviate a full essay, order it on our website: OrderCustomPaper.com

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