Exploring the UK high street retail experience: is the service encounter still valued?
AffiliationNottingham Trent University
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AbstractPurpose: The relationship between service quality, the service encounter and the retail experience is explored within a changing UK retail environment. Design: Data was gathered from forty customers and twenty staff of an established UK health and beauty retailer with a long standing reputation for personal customer service. A qualitative analysis was applied using both a service quality and a customer value template. Findings: Customers focused more on the utilitarian features of the service experience and less on ‘extraordinary’ aspects, but service staff still perceived that the customer encounter remained a key requisite for successful service delivery. Research implications: Recent environmental developments - involving customers, markets and retail platform structures - are challenging traditional service expectations. Practical Implications: Retailers may need to reassess the role of the service encounter as part of their on-going value proposition. Originality/value: There has been limited research to date on the perception of shoppers to the service encounter in a changing retail environment and to the evolving notions of effort and convenience.
CitationRESNICK, S., FOSTER, C. and WOODALL, T., 2014. Exploring the UK high street retail experience: is the service encounter still valued? International Journal of Retail & Distribution Management, 42 (9), pp. 839-859.
PublisherEmerald Group Publishing
JournalInternational Journal of Retail & Distribution Management