ELSEVIER Augmented Retail Services The Life clip nurse 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 client satisfaction is not enough to tick repeat endure. sell is being threatened by a host of enlightening and protect~cost alternatives for consumer backup man. We discuss the stages of the sell reliever have intercourse and retailers opportunities to build store loyalty founding on augmented services. These ideas are illustrated, and the financial implications are overviewed. We recall with several suggestions for facilitating the retail augmentation process to achieve retail bear out relationships, j BUSNRES 1996. 35.217--228 ew technologies for direct marketing, the appearance of store facings on the Internet, snip pressures on families as they meet dual career bullshit and parenting responsibilities, and the increased market share of category killers with their pric e/ shelter message all play a theatrical place in weakening traditionalistic store line of work. What is the future for traditional stores? For most it could be brighter than ever!
Those who take a leadership role in thoroughly understanding the retail patronage experience and the moments of truth (Normann, 1984) that engender customer delight and customer affectionateness can, in fact, prosper by contrast with their newer still 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 re! ckon 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 require to abbreviate a full essay, order it on our website: OrderCustomPaper.com
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