Understanding the consumer experience: it's 'good to talk.'

Article Abstract:

It is important to consider the unique element of on-site shopping: the fact that the shopping experience occurs in the presence of other customers, who are often strangers, and sales staff. Research in this area has sought to enhance understanding about the current and potential attraction of on-site shopping and to identify management actions that could exploit the unique benefits, as seen by customers, of on-site shopping. There are several strategic actions that on-site retail managers should take if they wish to make full use of the opportunity for interpersonal interaction, which is the main benefit of on-site shopping. These actions include regarding consumers as a valuable resource and facilitating consumer-to-consumer interactions.

Psychological aspects, Retail industry, Retail trade, Marketing, Shopping

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Customers as oral participants in a service setting

Article Abstract:

A study was conducted on customers' observable oral participation (OOP) in a service setting. Emphasis was placed on spoken interactions between two or more customers separately entering the service delivery system (OOP2). OOP2 offers several advantage: it can be observed by the service provider, recorded for frequency and content and offers potential for management since they can be observed and measured. A survey was conducted on 1,101 customers entering the IKEA store in Warrington, UK to analyze OOP2 activity.

Oral communication

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"What sort of soil do rhododendrons like?" - comparing customer and employee responses to requests for product-related information

Article Abstract:

Customer relations and customer service quality remain a persistent problem in industry even as the 21st century approaches. An empirical study was therefore conducted at one branch of a very large UK home improvement retailer to investigate how clients go about seeking external information related to on-site purchasing decisions. The study also examined the perceived advantages of successful information searches and the part played by retail workers and fellow customers in increasing the chances of successful information searches.

Consumer Behavior, Customer Relations, Services, Business enterprises, Customer service, Customer satisfaction

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