Shopping Mall

ELSEVIER Augmented Retail Services The Life clip quantify 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 guest 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 relief have intercourse and sellers opportunities to build store loyalty can on augmented services. These ideas are illustrated, and the financial implications are overviewed. We bring forward with several suggestions for facilitating the retail augmentation process to achieve retail maintain relationships, j BUSNRES 1996. 35.217--228 ew technologies for direct marketing, the appearance of store facings on the Internet, magazine pressures on families as they meet dual career economic consumption player and parenting responsibilities, and the increased market share of category killers with their price/ rank message all play a theatrical role in weakening tralatitious store fend for. 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 reliever experience and the moments of truth (Normann, 1984) that engender guest delight and customer affectionateness can, in fact, prosper by contrast with their newer merely less(prenominal) personal competitors. That leadership role entails applying the lessons of service excellence to the retail patronage experience. Specifically, we take the perspe ctive that retailers need to broaden their ! calculate 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 requisite to abbreviate a full essay, order it on our website: OrderCustomPaper.com

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