DISSERTATION MID REVIEW
PRESENTED BY:NAINA SETHA1802013033MBA-IBSECTION DDISSERTATION
MID REVIEW
HIGH VS LOW PERSONALIZED CUSTOMER SERVICE IN STORE ENVIRONMENT
AND THEIR IMPACT ON STORE IMAGE
INTRODUCTIONPersonalization is defined, as "the ability to
provide content and services tailored to individuals based on
knowledge about their preferences and behavior.
CONCEPTUAL FRAMEWORK
Customers who feel they are treated as individuals are more
satisfied with their experience and more inclined to remain loyal.
Loyal customers buy more, purchase more often, cost less to serve,
and have higher retention rates. No doubt personalized customer
service increases customer loyalty, and customer loyalty has a
direct impact on the image of any given store.However, there is a
line between being personal and being intrusive. In this report we
will focus on finding that line.Does personalized customer service
mean that the contact center agents need to know my hobbies and
favorite color to have personal conversations and to make me feel
like a valued customer? I don't think so. Even if I might share
those things in social media, I would not like companies to openly
use that information that would feel like spying, not like
service.
REVIEW OF LITERATUREDefining customer service for a retailer by
Levy and Weitz. (customer service is an activity that increase the
value. Customer service is identifiable, but sometimes intangible,
activities undertaken by a retailer in conjunction with the basic
goods and services it sells)Study of customer service by pettigrew
(Customer service is defined as service that support the provision
of the company s core products)
Personalization is defined, among others, as "the ability to
provide content and services tailored to individuals based on
knowledge about their preferences and behavior" and "the use of
technology and customer information to tailor electronic commerce
interactions between a business and each individual customer (
Adomavicius, and A Tuzhilin, ")A V. Bodapati, "Recommendation
systems with purchase data, " Journal of Marketing Research, " vol.
45, pp. 77-93, 2008.H. Salomann, M. Dous, L. Kolbe, and W. Brenner,
"Rejuvenating customer management: How to make knowledge for, from
and about customers work, European Management Journal, vol. 23, pp.
392-403, 2005.K. B. Murray, and G. Haubl, "Personalization without
interrogation: Towards more eflective interactions between
consumers and featurebased recommendation agents, " Journal of
Interactive Marketing, vol. 23,pp. 138-146, 2009.
OBJECTIVESTo establish a relationship between HIGH TOUCH vs LOW
TOUCH personalized customer service.To analyze impact of degree of
personalization of customer service and their impact on store
image.
RESEARCH METHODOLOGY STUDY: Correlational research Questionnaire
research DESIGN: Quantitative research method SAMPLE Sampling
technique: Convenience sampling. s ampling size: 100 units.
Sampling frame: Prospective customers.
TOOLS 1 FOR DATA COLLECTION Questionnaire Semantic differential
scale2 FOR DATA ANALYSIS Graphical representations. Semantic
differential analysis.
THANK YOU
