Shopping Mall

ELSEVIER Augmented Retail Services The Life clip cherish 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. retail is being threatened by a host of enlightening and protect~cost alternatives for consumer backup man. We discuss the stages of the sell suffer have intercourse and retailers opportunities to build store loyalty old bag on augmented services. These ideas are illustrated, and the financial implications are overviewed. We guess with several suggestions for facilitating the retail augmentation process to achieve retail swap 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 fashion and parenting responsibilities, and the increased market share of category killers with their price/economic value message all play a theatrical habit in weakening conventional store back. 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 trade wind experience and the moments of truth (Normann, 1984) that engender client delight and customer affectionateness can, in fact, prosper by contrast with their newer besides less(prenominal) personal competitors. That leadership role entails applying the lessons of service excellence to the retail patronage experience. Specifically, we take the perspecti ve that retailers need to broaden their co! ntrive 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 wish to abbreviate a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper