Retailer Branding Through Excellence in Service

Jiyoung Hwang () and Julia F. Cooper ()
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Jiyoung Hwang: University of Florida
Julia F. Cooper: The Ohio State University

Chapter Chapter 13 in Service Management, 2012, pp 231-248 from Springer

Abstract: Abstract An important trend in the retail paradigm is the reinvention of service–value orientation embedded in retail business to achieve a sustainable competitive advantage in the marketplace. Given that consumers’ shopping at stores is “experiential shopping” (Kim et al. 2007), delivering unique, satisfactory service experiences to customers is the key issue in retailing today. Indeed, the focus of a differentiation approach in the retail industry has shifted from diverse product offerings to “excellent services”.

Keywords: Customer Satisfaction; Brand Equity; Customer Loyalty; Service Recovery; Brand Image (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/978-1-4614-1554-1_13

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