November 3, 2009

Role of customer service in modern retail

Focus on customer service and retailing, what are some roles of customer service within the retail sector, India perspective. Preliminary literature applies in this research searching for imperative knowledge regarding customer service and India's retail industry. Case study application and analysis will be a core part this will be in a form of narrative inquiry by means of examples and case situations presented by several proponents of customer service and retail stores in India, adhering to retail sectors of the country and finding out customer service effectiveness as imposed by roles and other relative domain. Another, is utilizing of case study survey this will be in a form survey statements noting in responses to respondents of research, this will be human subjects. A total of 100 customers from various retail stores located in India will be asking to participate in the case survey, it should be in voluntary participation. This will be presented and analyzed through five point scaling system, ratios ranging from point 1 to point 5 of strongly agree down to strongly disagree. Fifteen statements will be created and this will be in content focus on what should be important roles of customer service as this will be in accordance to customer satisfaction of the overall retail store process. Thus, supporting customer based service quality along with literature organization and cases found within reviewed articles and or journals.

How important are smiling, friendly sales associates, and pleasant surroundings to retail apparel customers? While retailers traditionally think of customer service in terms for example of store hours, gift wrapping, and credit options, consumers typically view customer service in relative terms based on expectations and experiences. Customer service satisfaction depends on how well the service customers receive match their expectations. Store service have imperative factor in retailing success stories as real competitors can easily duplicate merchandise mix and price and by offering correct combination of merchandise, price and service, store retailer can gain better advantage over its competitors. The literature studies will take in various perspectives ranging from studies of Indian based retail sectors, to specific store formats and some activities of individual retail firms. To develop clear understanding of processes involved commented upon to varying degree as noted by Dawson (1994), Pellegrini (1994) and Akehurst and Alexander (1995). The basic role of retailing in moving goods and services to the final consumer and the position of retail institutions as the final link in the distribution channel, suggest that theory based on productive sectors have limited value. There seek to explore how retail stores in India particularly fast food chains manage customer service on an effective note, placing consumer perceptions of store image as determined by exposure to and experience of customer service success as well as good retailing image which have evolved over the years. Several measure of customer service and quality do not adequately capture customers' perceptions of service quality for retail stores for example, stores that offer mix of goods and services. The understanding of hierarchy based factor structure in order to capture dimensions important to retail customers based on the retail and service quality literature as well as qualitative studies, statement based scaled as one measure of retail service quality. Researchers suggested that service orientation is an aspect of personality that affects service performance. Review of several studies will be done to explore customer service roles from frontline sales personnel in such fast food chain in India. The use of exploratory study with customers, store managers as well as salespeople finding consistency in trait descriptors describing service providers in such customer service roles will be analyzed as well as discussed.


Akehurst, G, Alexander, N (1995), "Developing a framework for the study of internationalisation of retailing", Service Industries Journal, Vol. 15 No.4, pp.204-9

Dawson, J.A (1994), "Internationalisation of retail operations", Journal of Marketing Management, Vol. 10 pp.267-82

Pellegrini, L (1994), "Alternatives for growth and internationalisation in retailing", International Review of Retail Distribution and Consumer Research, Vol. 4 No.2, pp.121-48

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