ELSEVIER Augmented Retail Services The Life clip take account 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 informative and protect~cost alternatives for consumer backup man. We discuss the stages of the sell trade have intercourse and retailers opportunities to build store loyalty cornerstone on augmented services. These ideas are illustrated, and the financial implications are overviewed. We call in with several suggestions for facilitating the retail augmentation process to achieve retail backup man relationships, j BUSNRES 1996. 35.217--228 ew technologies for direct marketing, the appearance of store facings on the Internet, metre pressures on families as they meet dual career assumed and parenting responsibilities, and the increased market share of category killers with the ir price/ apprize message all play a theatrical power in weakening traditionalistic store job. What is the future for traditional stores? For most it could be brighter than ever!
Those who take a leaders role in thoroughly understanding the retail commercial enterprise experience and the moments of truth (Normann, 1984) that engender node delight and customer affectionateness can, in fact, prosper by contrast with their newer provided less(prenominal) personal competitors. That leadership role entails applying the lessons of service excellence to the retail patronage experience. Specifically, we take the per spective that retailers need to broaden thei! r propose 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 necessitate to abbreviate a full essay, order it on our website: OrderCustomPaper.com
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