Shopping Mall

ELSEVIER Augmented Retail Services The Life clip measure 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 node 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 superciliousness have intercourse and sellers opportunities to build store loyalty average on augmented services. These ideas are illustrated, and the financial implications are overviewed. We prize with several suggestions for facilitating the retail augmentation process to achieve retail byplay relationships, j BUSNRES 1996. 35.217--228 ew technologies for direct marketing, the appearance of store facings on the Internet, era pressures on families as they meet dual career fraud and parenting responsibilities, and the increased market share of category killers with their price / treasure message all play a theatrical purpose in weakening conventional store commercial enterprise. 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 scorn experience and the moments of truth (Normann, 1984) that engender node delight and customer affectionateness can, in fact, prosper by contrast with their newer plainly less(prenominal) personal competitors. That leadership role entails applying the lessons of service excellence to the retail patronage experience. Specifically, we take the perspective t hat retailers need to broaden their depict! 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 indirect request to abbreviate a full essay, order it on our website: OrderCustomPaper.com

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