EMPIRICAL RESEARCH ON COMPLEMENTARY SERVICES IN ROMANIAN GROCERY RETAILING
Dan Cristian Dabija () and
Ioana Nicoleta Abrudan
Revista Economica, 2012, vol. Supplement, issue 3, 122-128
The attaining of an adequate market positioning requires from the retail company not only a thorough study of consumers` needs and desires, but also an attentive differentiation of its customer service. The creation of comparative competitive advantages takes place/ occurs in grocery retailing not only through the operated retail format (supermarket, hypermarket, etc.) or retailer`s own brands, but also through the customer service being performed. After a succinct review of theoretical concepts assumed by retail service, the present article presents a classification of complementary retail services provided by grocery retailers in Romania. An empirical research carried out in two different periods in Romanian grocery retailing highlights the evolution of consumers` perception of the existence of two complementary services provided by the analysed stores loyalty programmes and merchandise return policy.
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