Consumer Perceptions of Department Store Service: a Lesson for Retailers
Michael Dotson
((DBA, Mississippi State University), is Associate Professor of Marketing at Appalachian State University. His teaching and research interests are in Retailing, Advertising, and Buyer Behavior.)
W.E. Patton III
((DBA, University of Colorado), is Professor of Marketing at Appalachian State University. His teaching and research interests are in Retailing, Sales, and Industrial Marketing. He has published in the Journal of Marketing, Journal of Personal Selling and Sales Management, Industrial Marketing Management and other journals, and he is an award‐winning classroom teacher.)
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Abstract
Reports on the difficulties currently faced by department stores. Argues that a return to a true service orientation is needed. Discusses consumer attitudes towards the service offered in such stores via the results of a focus group interview, ranking and perceptual mapping of store services. Offers managerial guidelines for implementing a successful service strategy.
Keywords
Citation
Dotson, M. and Patton, W.E. (1992), "Consumer Perceptions of Department Store Service: a Lesson for Retailers", Journal of Services Marketing, Vol. 6 No. 2, pp. 15-28. https://doi.org/10.1108/08876049210035818
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited