|
|
This is only a preview of the paper
Click here to register and get the full text.
Existing members click here to login
|
|
|
Assessing customer-salesperson interactions in a retail chain: differences between city and country retail districts. Article analysis 29/10/03 Framework of article · Background Services are the biggest part of today’s economy. In well-developed countries services state over 70% of GDP. Meanwhile the study of service marketing and quality is very young and still not well developed. That is why authors find this survey interesting. · Service quality In customer-salesperson interactions important is how do customer assess the service quality. This is based on believe that quality is measurable only in the eyes of the customer. From four mentioned ways of measuring service quality authors choose the Parasuraman’s. He separates service quality into five dimensions: v Reliability. The ability to perform the promise service dependably and accurately. v Responsiveness. The willingness to help customers and provide prompt service. v Assurance. The competence of the system and its credibility in providing a courteous and secure service. v Empathy. The approachability, ease of access, and effort taken to understand customers’ needs. v Tangibles. The appearance of physical facilities, equipment, personnel, and communications materials. · The relationship between service quality and customer loyalty For service provider important is customer loyalty. It is so important because the acquisition of new customer is five times more expensive than retention of existing one. Also nowadays companies do not tend to earn one purchase value but customer’s lifetime value. Authors mention many researches showing a positive relationship between perceived service quality and customer loyalty. · Survey The survey was lead using questionnaires in two retail districts. City – two retail stores located 20 km from Melbourne with sample of 339 respondents. Country – two retail stores located 200 km from Melbourne with sample of 324 respondents.
Approximate Word count = 1130
Approximate Pages = 4.5
(250 words per page double spaced)
|
|
|
|
|
|