Восприятие покупателями розничных магазинов уровня цен и качества их обслуживания торговым персоналом и его влияние на намерения покупателей
Дарьян Ж., Уаймен А., Туччи Л.

Аннотация

С помощью комплексного анализа в статье исследуется относительная важность цен и отдельных показателей качества обслуживания покупателей в магазинах бытовой электроники. Результаты, полученные по сем исследуемым показателям, в целом свидетельствуют о большем различии в реакции покупателей на низкий и средний уровни качества обслуживания по сравнению с высоким и средним уровнями. Поэтому, независимо от цены, розничный продавец должен избегать низкого уровня обслуживания по любому показателю, а компании с ценами выше средних нет необходимости обеспечивать наивысший уровень обслуживания по всем показателям.

Содержание

Цель исследования;

Методика проведения исследования;

Результаты исследования;

Практическое значение исследования для менеджеров;

Приложение;

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Дарьян Жан

Университет Rider, г. Лоренсвиль, штат Нью-Джерси (США).

Уаймен Алан

Университет Rider, г. Лоренсвиль, штат Нью-Джерси (США).

Туччи Луис

Кафедра менеджмента и маркетинга, Колледж Нью-Джерси, Юинг, штат Нью-Джерси (США).