1. K I M , J E S S I , D O N N A
CUSTOMER SERVICE

2. WHAT IS CUSTOMER SERVICE?
• Set of activities and programs undertaken by
retailers to make the shopping experience more
rewarding for their customers.

3. STRATEGIC ADVANTAGE THROUGH
CUSTOMER SERVICE
• Challenges in providing consistent high-quality
customer service
• Customer service approaches
• Customer evaluation of service quality

4. PERSONALIZED SERVICE
• Requires that service providers tailor their services to
meet each customer’s personal needs.

5. STANDARD SERVICE
• Based establishing a set of rules and procedures for
providing high-quality service and ensuring that
they get implemented consistently by service
providers.

6. • Reliability
• Assurance
PERCEIVED SERVICE

7. GAPS MODEL FOR IMPROVING RETAIL
CUSTOMER SERVICE QUALITY
• Service Gap- perception of service delivered by a
retailer fails to meet the customer’s expectations
• Knowledge Gap
• Standards Gap
• Delivery Gap
• Communication Gap

8. THE KNOWLEDGE GAP
• Gauging satisfaction with individual transactions
• Customers panels and interviews
• Interacting with customers
• Social media
• Customer complaints
• Using technology
• Feedback from store employees
• Using customer research

9. THE STANDARDS GAP
• Commit their firms to providing high-quality service
• Define the role of service goals
• Set service goals
• Measure service performance

10. DELIVERY GAP
• Giving information and training
• Providing instrumental emotional support
• Improving internal communications
• Empowering store employees
• Providing incentives
• Developing solutions to service problem
• Using technology

11. PROVIDING INSTRUMENTAL AND
EMOTIONAL SUPPORT
Instrumental support (appropriate systems and
equipment)
To deliver the service desired by customers.

12. PROVIDING INSTRUMENTAL AND
EMOTIONAL SUPPORT
Emotional support
Involves demonstrating a concern for the well-being
of others.

13. EMPOWERING STORE EMPLOYEES
Empowerment
Means allowing employees at the firm’s lowest levels
to make important decisions regarding how service
will be provided to customers.