Retail: Theory and Practice<br />Retail Service (customer service)<br />1<br />
Learning objectives: <br />At the end of this lecture students will be able to:<br />Understand the objectives of customer...
Service: what does it mean?:<br />Source: McGoldrick<br />
Service: what does it mean?:<br />4<br />
5<br />
6<br />
What does the customer expect?(Parasuraman, Zeithaml and Berry)<br />Matching customer expectations with their actual expe...
Findings:<br />It’s not necessarily important to strive to achieve high levels of service <br />	But<br />You need to ensu...
The SERVQUAL Gap model for retailing (Parasuraman  et al. (1985 & 1990)<br />Provides a research model for retailers<br />...
4 potential barriers to achieving a match<br />The knowledge gap (difference between the service the customer expects and ...
SERVQUAL limitations<br />The SERVQUAL scale items have been tested and used in mainly ‘pure’ service settings such as ban...
Retail Service Quality (RSQ) scale<br />12<br />McGoldrick, p. 532<br />
Factors to consider<br />Need for service differentiation based on long term strategy<br />Marketing orientation – belief ...
Discussion group topic<br />Value clothing retailers<br />Identify customer experiences and customer expectations in value...
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Week 15 retail service

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  • The several layers of serviceThe service industries : Retailing , banking, catering, travelRetailing as service : Wide assortment Selling environment Convenient location Opening hoursService offered : Personal service/advice Transaction methods Wrapping/carrier bags ParkingQuality of service : Reliability efficiency (doing it well)Customer satisfaction : Evaluationthe core of service policy Problem-solving
  • Week 15 retail service

    1. 1. Retail: Theory and Practice<br />Retail Service (customer service)<br />1<br />
    2. 2. Learning objectives: <br />At the end of this lecture students will be able to:<br />Understand the objectives of customer service in retailing<br />Recognise the potential of customer service<br />Identify a range of customer needs for service in the retail environment<br />Explain how customers perceive the quality of retail services<br /> Consider service strategies appropriate to a range of retail types<br />2<br />
    3. 3. Service: what does it mean?:<br />Source: McGoldrick<br />
    4. 4. Service: what does it mean?:<br />4<br />
    5. 5. 5<br />
    6. 6. 6<br />
    7. 7. What does the customer expect?(Parasuraman, Zeithaml and Berry)<br />Matching customer expectations with their actual experience of service leads to customer satisfaction<br />Not necessarily important to try to achieve increasingly high levels of service but quality of service received should match expectation of the customer<br />Avoid GAPS between customer’s service expectation and experience!<br />Implies an awareness of customer needs and clear<br />segmentation / targeting ) <br />(1985 & 1990-in Varley and Rafiq, p256)<br />7<br />
    8. 8. Findings:<br />It’s not necessarily important to strive to achieve high levels of service <br /> But<br />You need to ensure that the quality of service received meets the customer’s expectations<br /> i.e.<br />No gaps between expectation and experience<br />8<br />
    9. 9. The SERVQUAL Gap model for retailing (Parasuraman et al. (1985 & 1990)<br />Provides a research model for retailers<br />Names 5 major dimensions of service (tangibles, reliability, responsiveness, assurance and empathy) (McGoldrick, p. 531)<br />Then<br />Retailer can ask the customer to complete a<br />questionnaire that measures the differences <br />(using a scale method) between the customer’s<br />expectation and experience of service quality <br />( Varley and Rafiq, p256)<br />
    10. 10. 4 potential barriers to achieving a match<br />The knowledge gap (difference between the service the customer expects and the service that the retailer THINKS the customer expects<br />The standards gap (difference between the service quality expected and the operational standards achieved in the organisation)<br />The delivery gap (when the employee fails to deliver the required standard of service<br />The communications gap (difference between the service stated by the retailer and that actually achieved)<br />10<br />
    11. 11. SERVQUAL limitations<br />The SERVQUAL scale items have been tested and used in mainly ‘pure’ service settings such as banking & credit card services so doesn’t fully reflect the retailer’s product-service mix<br />Dabhlokar et al. modified the scale making it more suited to retail use producing a 28-item Retail service Quality (RSQ) scale.<br />(McGoldrick, p. 531)<br />11<br />
    12. 12. Retail Service Quality (RSQ) scale<br />12<br />McGoldrick, p. 532<br />
    13. 13. Factors to consider<br />Need for service differentiation based on long term strategy<br />Marketing orientation – belief in the value of customer retention<br />Service-oriented cultures<br />Empowerment of employees<br />Quality assurance<br />Staff training and development<br />13<br />
    14. 14. Discussion group topic<br />Value clothing retailers<br />Identify customer experiences and customer expectations in value clothing retailers such as Primark, New Look, Pilot, Matalan etc.<br />Identify potential barriers to achieving a match between customer’s experiences and expectations.<br />Relate your answer to relevant theory.<br />14<br />

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