Decrease

Minimisation of Labour Cost

McGoldrick (2002), “Retail Marketing,” 2nd Edition, McGraw Hill: London

Decrease

Customers’ Control and Enjoyment

– Lower level of dependence

– Fun to do self-service!!

Dbholkar (1996), “Consumer Evaluations of New Technology-Based Self-Service Options,” International Journal of Research in Marketing, 13(1), pp. 29-51

Decrease

Customers’ own co-operation increase their satisfaction of service quality

Bettencourt (1997), “Customer voluntary performance: Customers as partners in service delivery,” Journal of Retailing, 73(3), pp. 383-406

Decrease

The use of technology to understand customers better and more scientifically– Data mining

Shaw et al. (2001), “Knowledge management and data mining for marketing,” Decision Support System, 31(1), pp. 127-137

Increase / Remain

Can be a competitive advantage

Contact employees deliver the promises of the firm, create an image for the firm and sell the firm’s services

Bettencourt and Brown (1997), “Contact employees: relationships among workplace fairness, job satisfaction and pro-social service behaviours,“ Journal of Retailing, 73(3), pp. 383-406

Increase / Remain

Social interchange is an important element in the remembered role of the retail store

Baron et al. (1996), “Oral participation in retail service delivery: a comparison of the roles of contact personnel and customers,” European Journal of Marketing, 30(9), pp. 75-90.

Increase / Remain

Building relationship with customers can increase satisfaction and loyalty, generate positive word of mouth and also increase purchases

Reynolds and Beatty (1999), “Customer benefits and company consequences of customer-salesperson relationships in retailing,” Journal of Retailing, 75(1), pp. 11-32

Increase / Remain

Highly capable and motivated employees provided some unusual augmented services of their customers

Beatty et al. (1996), “Customer-sales associate relation relationships,” Journal of Retailing, 72(3), pp. 223-247; Kelley and Hoffman (1997), “An investigation of positive affect, prosocial behaviours and service quality,” Journal of Retailing, 73(3), pp. 407-427.

Mediating Factors

Consumer Characteristics

– Time Poverty– Shopping Enjoyment– Shopping Confidence– Social Needs

Reynolds and Beatty (1999), “A Relationship Customer Typology,” Journal of Retailing, 75(4), pp. 509-523.

Mediating Factors

• Others, e.g.

– Product Type– Price Level– Buying Frequency– Customer Gender

McGoldrick (2002), “Retail Marketing,” 2nd Edition, McGraw Hill: London

Further Reading…• Meuter et al. (2000), “Self-Service Technology:

Understanding Customer Satisfaction With Technology-Based Service Encounters,” Journal of Marketing, 64(3), pp. 50-64

• Bitner et al. (2000) “Technology Infusion in Service Encounters,” Journal of the Academy of Marketing Science, 28(1), pp.138-149

• Bateson (1985), “Self-service consumer: an exploratory study,” Journal of Retailing, 61(3), pp. 49-76

• Wulf et al. (2001), “Investments in consumer relationships: a cross country and cross industry exploration,” Journal of Marketing, 65(4), pp. 33-50

Public Relations

Definition and Objectives Its relationship with Marketing

Strengths vs. Weaknesses

Public Relations

• Definition

– Public relations is the planned and sustained effort to establish and maintain good relationships, mutual understanding, sympathy and goodwill with secondary target groups, also called publics, audiences or stakeholders.

Public Relations Practice-Its Role and Parameters (1984), London The Institute of Public Relations

Objectives• Promoting Goodwill

– An image-building function of public relations and events are organised to reflect favourably on a firm

• Promoting a Product or Service – To increase public awareness

of a firm’s brands and products

O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western

Objectives• Preparing Internal

Communication– Disseminate information and

correct misinformation within a firm to reduce the impact of rumours and increase employee morale

• Counteracting negative publicity – To prevent the negative

publicity from damaging the image of a firm and its brands

O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western

Objectives• Lobbying

– Assist a firm in dealing with government officials and pending legislations

• Giving Advice and Counsel – Assisting management in

determining what position to take on public issues, preparing employees for public appearances, and helping management anticipate public reactions

O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western