Download Lecture 6 Retail Personal Service

Decrease
Minimisation of
Labour Cost
McGoldrick (2002), “Retail
Marketing,” 2nd Edition,
McGraw Hill: London
Decrease
Customers’ Control
and Enjoyment
– Lower level of
dependence
– Fun to do self-service!!
Dbholkar (1996), “Consumer Evaluations of
New Technology-Based Self-Service
Options,” International Journal of Research
in Marketing, 13(1), pp. 29-51
Decrease
Customers’ own cooperation increase
their satisfaction of
service quality
Bettencourt (1997), “Customer voluntary
performance: Customers as partners in
service delivery,” Journal of Retailing,
73(3), pp. 383-406
Decrease
The use of technology
to understand
customers better and
more scientifically
– Data mining
Shaw et al. (2001), “Knowledge
management and data mining for
marketing,” Decision Support System,
31(1), pp. 127-137
Increase / Remain
Can be a competitive
advantage
Contact employees
deliver the promises
of the firm, create an
image for the firm and
sell the firm’s services
Bettencourt and Brown (1997), “Contact employees: relationships among workplace
fairness, job satisfaction and pro-social service behaviours,“ Journal of Retailing,
73(3), pp. 383-406
Increase / Remain
Social interchange is
an important element
in the remembered
role of the retail store
Baron et al. (1996), “Oral participation in retail service delivery: a comparison of
the roles of contact personnel and customers,” European Journal of Marketing,
30(9), pp. 75-90.
Increase / Remain
Building relationship
with customers can
increase satisfaction
and loyalty, generate
positive word of mouth
and also increase
purchases
Reynolds and Beatty (1999), “Customer benefits and company consequences of
customer-salesperson relationships in retailing,” Journal of Retailing, 75(1), pp.
11-32
Increase / Remain
Highly capable and
motivated employees
provided some
unusual augmented
services of their
customers
Beatty et al. (1996), “Customer-sales associate relation relationships,” Journal of
Retailing, 72(3), pp. 223-247; Kelley and Hoffman (1997), “An investigation of
positive affect, prosocial behaviours and service quality,” Journal of Retailing, 73(3),
pp. 407-427.
Mediating Factors
Consumer
Characteristics
–
–
–
–
Time Poverty
Shopping Enjoyment
Shopping Confidence
Social Needs
Reynolds and Beatty (1999), “A Relationship Customer Typology,” Journal of
Retailing, 75(4), pp. 509-523.
Mediating Factors
• Others, e.g.
–
–
–
–
Product Type
Price Level
Buying Frequency
Customer Gender
McGoldrick (2002), “Retail Marketing,” 2nd Edition, McGraw Hill: London
Further Reading…
• Meuter et al. (2000), “Self-Service Technology:
Understanding Customer Satisfaction With
Technology-Based Service Encounters,” Journal of
Marketing, 64(3), pp. 50-64
• Bitner et al. (2000) “Technology Infusion in Service
Encounters,” Journal of the Academy of Marketing
Science, 28(1), pp.138-149
• Bateson (1985), “Self-service consumer: an
exploratory study,” Journal of Retailing, 61(3), pp.
49-76
• Wulf et al. (2001), “Investments in consumer
relationships: a cross country and cross industry
exploration,” Journal of Marketing, 65(4), pp. 33-50
Public Relations
Definition and Objectives
Its relationship with Marketing
Strengths vs. Weaknesses
Public Relations
• Definition
– Public relations is the planned and sustained
effort to establish and maintain good
relationships, mutual understanding,
sympathy and goodwill with secondary target
groups, also called publics, audiences or
stakeholders.
Public Relations Practice-Its Role and Parameters (1984), London The
Institute of Public Relations
Objectives
• Promoting Goodwill
– An image-building function of
public relations and events
are organised to reflect
favourably on a firm
• Promoting a Product or
Service
– To increase public awareness
of a firm’s brands and
products
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason,
Ohio: South Western
Objectives
• Preparing Internal
Communication
– Disseminate information and
correct misinformation within a
firm to reduce the impact of
rumours and increase
employee morale
• Counteracting negative
publicity
– To prevent the negative
publicity from damaging the
image of a firm and its brands
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason,
Ohio: South Western
Objectives
• Lobbying
– Assist a firm in dealing with
government officials and
pending legislations
• Giving Advice and Counsel
– Assisting management in
determining what position to
take on public issues,
preparing employees for public
appearances, and helping
management anticipate public
reactions
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason,
Ohio: South Western