Title: Enhancing retail services: an empirical investigation

Authors: Michael J. Dotson, Dinesh S. Dave

Addresses: Department of Marketing, John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA. ' Department of Computer Information Systems, John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA

Abstract: Researchers have shown that there is a relationship between the retail environment and revenue in retail and service outlet stores, satisfaction, and product selections and evaluations. A consumer|s retail experience is affected by their emotional states, retail store attributes, and parking facilities. The purpose of the present study is to identify those factors likely to negatively affect retail patronage. Focus group interviews identified eleven attributes likely to evoke negative patronage. A survey instrument was developed and randomly administered via mall intercept. Three consumer clusters were produced; respondents comprising the first cluster appear to be more sensitive to personnel related issues while respondents comprising the second and third clusters appear to have diminishing levels of sensitivity to product related issues. The results of the study suggest the areas of potential concern to which retail management should develop proactive strategies. Finally, implications and directions for future research are discussed.

Keywords: retail services; customer satisfaction; customer dissatisfaction; customer expectations; retail business performance; retailing; retail patronage; product selection; product evaluation; store attributes; parking facilities; personnel issues; retail management; quality management; quality of service; QoS.

DOI: 10.1504/IJSOM.2009.021622

International Journal of Services and Operations Management, 2009 Vol.5 No.1, pp.1 - 13

Published online: 30 Nov 2008 *

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