Services & Retail Marketing
Paper detailsThis coursework aims to assess the following learning outcomes: • Critically analyze the determinants of competitive success in retail industries, in particular the role and application of marketing within the retail environment. • Conduct a critical analysis of contemporary issues in the area of services and retail marketing. Question 1: Patil (2014) proposed that buying behaviour outcomes are dependent upon ambience, design, sales consultants, merchandise, promotion and convenience attributes (servicescapes) of a supermarket. She found that the impact of retail servicescape served as a significant factor towards buying behaviour (of women cosmetic) in the supermarket. Critically discuss how the role of store ambience, social factors and design factors of your chosen supermarket (*) can influence the nature and quality of customer and employee interactions, most directly in interpersonal services by referring to the scholarly paper published by Patil in 2014. You are required to draw on academic sources to develop and support your arguments. Support your discussion with appropriate examples. Reference: Patil, S. (2014) ‘Impact of retail servicescape on buying behaviour’, Journal of Management Research, 6 (1), 10-17 Question 2: Zeithaml, Bitner and Gremler (2009) proposed a servicescape framework (see below figure) to explain how customers react to places (e.g. supermarkets) with two general, and opposite, forms of behaviour, approach and avoidance. According to the following servicescape framework, recommend FIVE ways to improve the existing servicesacpe of your chosen supermarket (*) in order to provoke positive behaviours of customers on buying personal hygiene products in the store. You are required to draw on academic sources to develop and support your arguments. Support your discussion with appropriate examples. Please use Patil.pdf as the MAIN SOURCE In fact, it’s talking about servicescape, and what’s the service different about Park’nShop and Wellcome supermarket in Hong Kong
Services & Retail Marketing