Assessing contact personnel/customer interaction in a small town: differences between large and small retail districts

Article Abstract:

Contact personnel represent one of the most essential components of a successful marketing strategy, as they determine the level of customer retention among firms. An analysis involving US-based retail managers proved that contact persons create a direct impact on the willingness-to-buy behavior of consumers. It was shown that retail firms with large multi service national chains tend to capitalize on responsiveness and assurance in maintaining customer satisfaction. Retailers operating in downtown districts, on the other hand, tend to rely on personalized and empathetic services to optimize willingness-to-buy.

Management Theory & Techniques, Retail industry, Retail trade, Customer service

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A proposed model of the descriptors of service process

Article Abstract:

A two-dimensional service process model is presented consisting of structural or fixed descriptors and situational or variable descriptors. The model indicates that, in addition to the service process, a consumer's perceptual filters influence encounter satisfaction.

Models

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To do or not to do: the dilemma of technology-based service improvement

Article Abstract:

The feasibility of adoption technology based strategy for enhancing customer satisfaction levels is examined.

United States, Sales Promotion, Technology application, Sales promotions

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