DISSERTATION MID REVIEW

PRESENTED BY:
NAINA SETH
A1802013033
MBA-IB
SECTION D

HIGH VS LOW PERSONALIZED CUSTOMER SERVICE IN STORE ENVIRONMENT AND THEIR IMPACT ON STORE IMAGE .

. as "the ability to provide content and services tailored to individuals based on knowledge about their preferences and behavior“.INTRODUCTION Personalization is defined.

Even if I might share those things in social media. not like service. there is a line between being personal and being intrusive. Loyal customers buy more. In this report we will focus on finding that line. No doubt personalized customer service increases customer loyalty. Does “personalized customer service” mean that the contact center agents need to know my hobbies and favorite color to have personal conversations and to make me feel like a valued customer? I don't think so. However. and have higher retention rates.  . and customer loyalty has a direct impact on the image of any given store. I would not like companies to openly use that information –that would feel like spying. purchase more often.CONCEPTUAL FRAMEWORK   Customers who feel they are treated as individuals are more satisfied with their experience and more inclined to remain loyal. cost less to serve.

REVIEW OF LITERATURE Defining customer service for a retailer by Levy and Weitz. but sometimes intangible. (customer service is an activity that increase the value. Customer service is identifiable. activities undertaken by a retailer in conjunction with the basic goods and services it sells) Study of customer service by pettigrew (Customer service is defined as service that support the provision of the company’ s core products) .

vol. vol.pp. " Journal of Marketing Research. "Personalization without interrogation: Towards more eflective interactions between consumers and featurebased recommendation agents. . B. " vol. pp. 77-93. from and about customers work.Personalization is defined. " Journal of Interactive Marketing. and G. K. Kolbe. 2009. and A Tuzhilin. "Recommendation systems with purchase data. 2008. "Rejuvenating customer management: How to make knowledge for. Murray. 2005. L. and W. Haubl. 23. 45. Salomann. Bodapati. Dous. M. H. European Management Journal. as "the ability to provide content and services tailored to individuals based on knowledge about their preferences and behavior" and "the use of technology and customer information to tailor electronic commerce interactions between a business and each individual customer ( Adomavicius. ") A V. 23. Brenner. among others. pp. 138-146. 392-403.

To analyze impact of degree of personalization of customer service and their impact on store image. .OBJECTIVES To establish a relationship between HIGH TOUCH vs LOW TOUCH personalized customer service.

TOOLS  1 FOR DATA COLLECTION Questionnaire Semantic differential scale    2 FOR DATA ANALYSIS  Graphical representations. . Sampling frame: Prospective customers. Semantic differential analysis.RESEARCH METHODOLOGY STUDY: Correlational research Questionnaire research DESIGN: Quantitative research method    SAMPLE Sampling technique: Convenience sampling. s ampling size: 100 units.

THANK YOU .