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Basic factors to be considered in

customer service in retail sector.


Customer Service in Retail

Customer Service

Customer Service in Retail

Relevance of Customer Service

These activities increase the value customers receive from

the merchandise and services they purchase

All employees of a retail firm and all elements of retail mix

provide services that increase the value of merchandise
Acceptance of Credit cards Home delivery
Alteration of merchandise Demonstration of
Assembly of merchandise merchandise
ATM Terminals Display
Bridal Registry Dressing rooms
Check cashing Extended store hours
Child care Signage
Customer Service in Retail
Strategic Advantage

The challenges of providing consistent hi-quality service

provides an opportunity for retailer to develop sustainable
competitive advantage

Service providers tailor the

Customization service to meet each
Approach customer’s personal needs

Establishing a set of rules

Standardization and procedures and being
Approach sure that they are
implemented consistently

Customer Service in Retail

Customer evaluation of Service quality

Role of Expectation

Expectation vary, depending upon store

Move to customer delight
Service is, in turn dependent upon expectations

Perceived Service
Reliability: Accuracy of billing, meeting promised delivery dates
Assurance (trust): Guarantees and warranties
Tangibility: Appearance of store, salespeople
Empathy: Personalized service, receipt of notes and emails, recognition by name
Responsiveness: Returning calls and emails, giving prompt service

Customer Service in Retail

The Gap Model

Management Standards Customer

Customer Actual
perception of specifying perception
expectation of Service
customers service to be of service
service quality delivered
expectations delivered quality

Knowledge Standards Delivery Retailer

Gap Gap Gap communicatio
ns about
service quality


Customer Service in Retail

Knowledge Gap

Comprehensive studies

Gauging satisfaction with Individual Transactions

Customer panels and interviews

Interacting with Customers

Customer Complaints

Feedback from store employees

Customer Service in Retail
Customers can teach

Customer Service in Retail

Service Standards

Commitment to service quality

Developing solutions to service problems

Defining role of service providers

Setting service goals

Measuring service performance

Customer Service in Retail

Service delivery

Customer Service in Retail

Service Delivery

Giving information and training

Providing instrumental and emotional support

Improving internal communication and providing support

Empowering store employees

Providing incentives

Customer Service in Retail

Service Communication

Realistic commitments

Managing customer expectations

Customer Service in Retail

Service Recovery

Listening to customers

Providing a fair solution

Distributive fairness
Procedural fairness

Resolving problems quickly

Giving clear instructions

Speaking the Customer’s language

Customer Service in Retail


Customer Service in Retail