About customers attitude towards service in retail stores
Loading...
Date
2020
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Science Events Ltd
Abstract
Customer service in retail stores is of great importance in creating customer satisfaction. The needs of Georgian consumers in the services offered in stores are changing. Today, consumers are often well informed. Customers want and expect to receive quality products, provide the right level of service and much more. Along with buying the products they need, consumers also expect the buying process to be enjoyable and convenient for them. Existing retail stores that compete with each other contribute to increasing consumer expectations. Personal communication is very important in sales. Sales staff practically helps people make the right choice. The aim of our research - to study the attitude of consumers to the services available in stores, to the sales methods and to the staff. Based on the results of the study, a number of shortcomings were identified. The final part of the article presents our main recommendations that will help retail stores improve their operations.
Description
[1] Todua, N., Vashakidze, B. (2018). Consumers Attitudes towards Personal Selling on the Georgian Market. Economics and Business. Vol.11, No.1, pp.114-130
[2] Euphemia F T Yuen & Sian S L Chan, (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management volume 17, 2010. pages 222–240
[3] Kochlamazashvili L., Kandashvili T. (2011). Sales Management (lecture course), Tbilisi 2011
[4] Statistical Yearbook of Georgia: 2019. National Statistics Office of Georgia. Tbilisi, 2019. p.213. https://www.geostat.ge/media/28915/Yearbook_2019.pdf
[5] Kristina Bäckström, Ulf Johansson. (2006). Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services, 13(6), DOI: 10.1016/j.jretconser, November 2006, pp.417-430.
[6] Mghebrishvili B., Seturi M. (2015). Trade Personnel and Shop Trade Challenges in Contemporary Conditions. Proceedings of the Conference "Management Challenges in the 21st Century", May 19, 2015. School of Management.
http://www.cutn.sk/Library/proceedings/mch_2015/editovane_prispevky/18.%20Mghebrishvili_Seturi.pdf
[7] Seturi M. (2019). THE ROLE OF SALES PERSONNEL IN DEVELOPING RELATIONSHIPS WITH CUSTOMERS. Economy & Business Journal, 2019, vol. 13, issue 1, pp.289-294.
https://www.scientific-publications.net/get/1000037/1570291576567047.pdf
https://ideas.repec.org/a/isp/journl/v13y2019i1p289-294.html
[8] JESKO PERREY and DENNIS SPILLECKE. RETAIL MARKETING AND BRANDING.
A John Wiley and Sons, Ltd, Publication. Padstow, Cornwall, UK 2013, pp.37-60
http://charsoomarketing.com/wp-content/uploads/downloads/2015/06/Jesko_Perrey_Dennis_Spillecke_Retail_marketing.pdf
[9] Todua N., Mghebrishvili B. (2017). Retail Trade, (Lecture Course), Tbilisi 2017, pp. 220-232
https://www.tsu.ge/data/file_db/economist_faculty/todua_27528.pdf
[10] Charles M. Futrell, Fundamentals of Selling. Customers for Life Through Service.Twelfth Edition, published by McGraw-Hill / Irwin, Texas A&M University, ISBN 978-0-07-352999-8, pp. 5- 30.
[11] Kotler Ph., Armstrong G., Principles of Marketing, 14th Edition, (translate into Georgian), Tbilisi, 2015, ISBN 978-9941-23-352-4, pp.119-138; pp.428-434
[12] Kotler Ph., Keller K. L., Marketing Management, 14th Edition, Prentice Hall. Authorized translation into Georgian, Scientific Editor Todua N. Tbilisi University Publishing, 2015. ISBN 978-0-13-210292-6, pp.125-148
[13] Mghebrishvili B., Urotadze E. (2016). Functions of Retailing. Proceedings of International Academic Conferences. 23rd International Academic Conference, Venice. 2016/5. International Institute of Social and Economic Sciences, pp. 356-360
https://econpapers.repec.org/paper/sekiacpro/3606245.htm
[14] Seturi M. (2016). Peculiarities of Implementation of Branding Principles. World Academy of Science, Engineering and Technology. International Journal of Economics and Management Engineering. Vol:10, No:3, 2016, doi.org/10.5281/zenodo.1339219, pp.974-978. https://publications.waset.org/10004195/peculiarities-of-implementation-of-branding-principles
[15] Maia Seturi, Tamari Todua (2019). The Role of Branding for Success in the Georgian Tea Market. World Academy of Science, Engineering and Technology International Journal of Economics and Management Engineering. Vol:13, No:8, 2019. doi.org/10.5281/zenodo.3455675, pp.1127-1130.
https://publications.waset.org/10010688/the-role-of-branding-for-success-in-the-georgian-tea-market
Keywords
marketing research, service, sales in retail stores, customer satisfaction, sales staff
Citation
Economy & Business. Journal of International Scientific Publications. Burgas, Bulgaria. Volume 14, 2020, pp. 175-182