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Marketing IIB (Retail Management) Chpt.12 - Customer Service
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Service gaps, customer service approaches, and retail service quality .
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Marketing IIB (Retail Management) Chpt.1 - The Role Of Retailing
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Marketing IIB (Retail Management) Chpt.2 - The Retail Environment
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Marketing IIB (Retail Management) Chpt.4 - Location
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Retail Management by ProfessorBurgerQueenCustomer Service
- the service that the retailer provides to support the core products and does not
charge for.
- It aims to build good relationships with customers and must not be confused
with the services a retailer may offer for sale.
- Services offered
a) Assortment
b) Convenience
c) Financial services
d) Delivery
e) Returns and repairs
f) Complementary services
Importance for Retailers
- Sustainable competitive advantage
- Competitors cannot easily copy / match excellent personalised service
- Positive word-of-mouth referral
- Reduced costs of customer re-recruitment
- Trained and friendly employees improve the image of the firm
Customer Service Approaches
- Customised service: adjust service offerings to match the needs of each
customer
- Personalised service often results in higher levels of customer satisfaction
- More likely to be more heterogeneous
- Often requires technology to assist with the personalised service
- Standardised service: uniform service offerings to match overall functional
needs of customers
- Improves the consistency in the quality of service that they deliver.
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