Service Management The New Paradigm in Retailing
“Great retailers are great at service. No exceptions. This book offers a wealth of insight into delivering excellent retail service.” ---Leonard L. Berry, Distinguished Professor of Marketing, N.B Zale Chair in Retailing and M
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Jay Kandampully Editor
Service Management The New Paradigm in Retailing
Editor Jay Kandampully Department of Consumer Sciences The Ohio State University Columbus, OH, USA [email protected]
ISBN 978-1-4614-1553-4 e-ISBN 978-1-4614-1554-1 DOI 10.1007/978-1-4614-1554-1 Springer New York Dordrecht Heidelberg London Library of Congress Control Number: 2011942316 © Springer Science+Business Media, LLC 2012 All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, LLC, 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
I dedicate this book to my mother and to my wife, the two ladies who have positively influenced my life, to whom I owe everything for what I am today.
Preface
Service Imperative in Retailing The rapid growth and increasing importance of services has been the most significant phenomenon in the global economy in recent decades. Contemporary businesses all over the world, including those that have traditionally relied on manufactured goods to generate the bulk of their income, are increasingly aware that they now compete primarily on the basis of the services that they provide to their customers, rather than relying merely on the physical products that they produce. This “service phenomenon” has become so pervasive that is now also apparent in the retailing industry, which has traditionally been almost totally focussed on the sale of physical goods. As customers increasingly perceive that there is little to differentiate comparable products among the myriad of retail offerings, the service element of retail business has assumed greater importance as a differentiating factor in the minds of customers. Contemporary businesses … are increasingly aware that they now compete primarily on the basis of the services that they provide to their customers.
Apart from the general escalation of the notion of “service” in all sectors of the global economy in recent decades, the prominence of service in retailing has received a huge impetus with the burgeoning use of the Internet, which has transformed the basic nature of retailing by enabling retailers to serve customers all over the world through multiple channels. In addition, other emerging technologies have enabled retailers to streamline their services to customers in terms of customised offers, self-service technologies, ease of payment, complaint resolu
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