The Effects of Customer Expectations and Store Policies on Retail Salesperson Service, Satisfaction, and Patronage

Nancy F. Stanforth · Sharron J. Lennon

27 citations0/0 files storedClothing and Textiles Research Journal

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Apparel retailers are seeking a competitive advantage over other companies and good salesperson service may be a way to create that advantage; however, management may institute policies that are barriers to good salesperson service and thus lose that competitive advantage. In a 2 by 2 laboratory experiment 200 volunteer college women viewed slides of a store's interior, listened to a tape of a salesperson resolving a problem according to store policy, and indicated their satisfaction and patronage intent. Results suggest that in many situations, dissatisfaction with salesperson service may be the result of policies instituted by management which fail to meet customer expectations.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Possessions and the Extended Self 1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1982An Investigation into the Determinants of Customer Satisfaction 1990A Continuum of Impression Formation, from Category-Based to Individuating Processes: Influences of Information and Motivation on Attention and Interpretation 1985A Role Theory Perspective on Dyadic Interactions: The Service Encounter

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