Retail Marketing and Sales Performance A Definitive Guide to Optimiz
The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary survey
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Christoph Preuss
Retail Marketing and Sales Performance A Definitive Guide to Optimizing Service Quality and Sales Effectiveness
Christoph Preuss Bradford, UK
PhD Thesis, University of Bradford, School of Management, 2013
ISBN 978-3-658-04629-3 DOI 10.1007/978-3-658-04630-9
ISBN 978-3-658-04630-9 (eBook)
The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. Library of Congress Control Number: 2013956641 Springer Gabler © Springer Fachmedien Wiesbaden 2014 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer Gabler is a brand of Springer DE. Springer DE is part of Springer Science+Business Media. www.springer-gabler.de
Abstract Retail Marketing and Sales Peiformance: A Comparison ofBranch and Franchise Effectiveness (Christoph Preuss) Keywords: Retail marketing, retail management, sales peiformance
The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees (n=85), branch managers (n=307), shop visitors (n=86l) and customers (n=IOOO). This is enriched with secondary data and sector-specific struct
