Shopping Mall

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Augmented Retail Services The Life clip Value 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

Customer satisfaction is not enough to tick repeat endure. Retailing is being threatened by a host of informative and protect~cost alternatives for consumer backup man. We discuss the stages of the sell patronage have intercourse and retailers opportunities to build store loyalty base on augmented services. These ideas are illustrated, and the financial implications are overviewed. We think with several suggestions for facilitating the retail augmentation process to achieve retail patronage relationships, j BUSNRES 1996. 35.217--228

ew technologies for direct marketing, the appearance of store facings on the Internet, time pressures on families as they meet dual career fake and parenting responsibilities, and the increased market share of category killers with their price/value message all play a theatrical role in weakening traditional store patronage. 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 but less(prenominal) personal competitors. That leadership role entails applying the lessons of service excellence to the retail patronage experience. Specifically, we take the perspective that retailers need to broaden their fancy 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-

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cess foothold similar to what are referred to as service blueprints...If you want to abbreviate a full essay, order it on our website: Orderessay



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