WHEN SERVICES ARE OFFERED BY SMALL AND MEDIUM RETAILERS: WHAT IS THE CUSTOMER’S PERCEPTION?

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Published: 2016-02-17

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Lorea Narvaiza Cantín
Universidad de Deusto
David Ruiz de Olano
Universidad de Deusto
Tontxu Campos
Universidad de Deusto
Iñigo Arroniz
Universidad de Deusto

Abstract

The concept of servitization or adding services to the existing product offer has been mainly used in the manufacturing sector but little or no attention has been paid to the application of this concept in the retail sector. The purpose of this exploratory research is to measure the perceptions that customers have towards local small and medium retailers regarding the services they offer. We also want to compare the profile of the customers that consider products and services the most important factor when choosing a retailer compared to the rest of the sample. Our findings show that there are a few differences between customers who would prefer more services compared to customers who state that services are not their priority.

Article Details

Issue

No. 49 (2016): First Quarter

Section

Production, Innovation and Technology

How to Cite

WHEN SERVICES ARE OFFERED BY SMALL AND MEDIUM RETAILERS: WHAT IS THE CUSTOMER’S PERCEPTION?. (2016). UCJC Business and Society Review (formerly Known As Universia Business Review), 49. https://journals.ucjc.edu/ubr/article/view/1723

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