CHAPTER 4 CUSTOMER SERVICES AND RETAILOR FINANCIAL STRATEGY.

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Presentation transcript:

CHAPTER 4 CUSTOMER SERVICES AND RETAILOR FINANCIAL STRATEGY.

What is customer services Customer services is the provision of services offer to customer before, during and after the purchasing. The aim of these provision of services offering is to create loyalty with different customer.

Strategic advantage through customer services. ALL retailer firm and all element of the retailer mix provide services that increase the value of merchandising,many retailer wants to provide distinguish types of services which they take competitive advantages against the customer services. for this purpose many retailer use,

Con…….. (1) customer services strategies. Many retailer used customer services strategies. for this purpose they focus on two things. one is customization and the second is standardize. Customization approach means that services provider can meet each customer personal need By standardize means to establishing a set of rules and policy and then properly implement it.

Customer evaluation of services quality When customer evaluate retail services,they compare their perception of the services with their expectation. Customer are satisfied when the perceived services meet or exceeds their expectation. Customer expectation can play important role in evaluation the retailer services, Role of expectation… customer expectation based on customer knowledge and experience customer expectation vary depending on the type of store, store may be convince store or specialty store so expectation are also change.

What is gaps model for improving retail services quality The gaps model indicates what retailer need to do to improve and to provide high quality product as well as high services. This model include five step these are, (1) Knowledge gap..the different between customer expectation and the retailer perception of customer expectation.(identification of customer wants, customer panel,interecting with customer, using technologies, using customer research )

(2) Standard gap. The different between the customer perception and the retailer standard set(rules regulation and policy) (3) Delivery gap.the different between the retailer product delivery and the customer actual services received(improve communication and provide incentive to our sales force (4) Communication gap. different between customer communication as well as retailer communication.

What is services recovery. The delivery of product into different customer is inherently(naturel) inconsistent. for this purpose retailer focus on the positive opportunity they generate, for this purpose retailer need to take information to different customer.

Con….. (1)Listening to customer. Customer can become very emotional about their real problems with a retailer. Store employee should check customer complaint and then our good services they need to solve customer problem and recover this deficiency. (2)Providing different services.. Customer problem can be recover when retailer provide different types of services such as free delivery,discount,packages,and so on.

Retailer financial strategy. The first step in the strategic planning process involves articulating the retailer objective to develop strategy to achieve the retailer object.