Retail Marketing and Sales Performance

A Definitive Guide to Optimizing Service Quality and Sales Effectiveness

verfasst von: Christoph Preuss

Verlag: Springer Fachmedien Wiesbaden

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees, branch managers, shop visitors and customers. This is enriched with secondary data and sector-specific structural detail to determine the direct and mediating effects of retail marketing on sales performance. Through factor analysis results provide evidence that Retail Marketing has a high and positive, direct-structural impact on sales performance. Christoph Preuss contributes to the development of the dichotomy of branch and franchise management by exploring their operational differences. Retailers can exploit retail marketing more effectively if they understand that structural retail marketing parameters make the greatest impact on an outlet’s sales performance.

Inhaltsverzeichnis

Frontmatter

1. Introduction

Abstract

This introductory chapter starts with presenting the background and aims as well as the objectives of the research problem. It also presents the structure and purpose of the present thesis.

Christoph Preuss

2. Retail marketing, concepts and research model

Abstract

The aim of this chapter is to present an overview of the essential terms and conceptual basics which are necessary for a comprehensive understanding of the research problem. This comprises the definition of retail and internal marketing. To diagnose RM and propose solutions for a more effective RM management in practice, previous research and theories are drawn on. The analysis of relevant RM and IM literature, thus, helps to identify the appropriate theoretical and conceptual basis. This identification process is a key requirement for improving RM effectiveness. Moreover, it allows the research questions and associated hypotheses to be positioned in the overall context, thus highlighting their contribution to management practice and the development of insight related to RM research. At the same time research gaps are made transparent.

Christoph Preuss

3. Methodology and methods

Abstract

The aim of this chapter is to outline the selected methodological and methodical research approach employed. This chapter provides the rationale for the methodology applied in this research project by positioning it in an ontological and epistemological domain and by highlighting the contributions to management practice and theory. Furthermore, it continues by detailing the research design, methods of data collection and concept measurement.

Christoph Preuss

4. Results

Abstract

The aim of this chapter is to present the findings and analyses of the primary data collection process. Chapters 2 and 3 outlined the research design covering the methods and approaches applied at each research stage. Issues of item development, operationalization and survey design and data analysis techniques were explained and justified. This chapter is based on the methods and procedures formulated in chapter 3 and it presents the results of each research step. The last research phase involved three surveys. This chapter presents the analysis results of these surveys following the specific research questions and hypotheses. The presented findings related to the research questions, the existing research literature and its implications for managerial practice are discussed in chapter 5.

Christoph Preuss

5. Discussion of results

Abstract

This final chapter aims at evaluating the results of the research project in the context of the research questions and hypotheses. Chapter 4 presented the results. This chapter evaluates these results with a special consideration of their relevance for managerial practice. This evaluation allows the research project to be positioned in terms of its contribution towards management practice and theory.

Christoph Preuss

Backmatter

Titel: Retail Marketing and Sales Performance
verfasst von: Christoph Preuss
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-04630-9
Print ISBN: 978-3-658-04629-3
DOI: https://doi.org/10.1007/978-3-658-04630-9