O'Reilly logo

Retail Operations, Second Edition by Sarah Lim, Angie Tang

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 10. Customer Service Decisions

Image

Customer service is a set of activities that retailers provide to make the shopping experience more rewarding for customers. These activities not only increase the value the customers receive from the merchandise or services, but also generate positive word-of-mouth communication which attracts new customers.

Goods + Services = Price

Customer service, if used strategically, can provide a competitive advantage to the shop and enhance the retail offering. The extent of customer service to which a retailer provides is determined by:

• The retailer’s objectives

• The type of merchandise

• The customers

A Service ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required