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ETD Abstract Container

Abstract Header

Sales to Service: How businesses can incorporate service attributes to drive customer retention.

Terry, Siera Santos
http://rave.ohiolink.edu/etdc/view?acc_num=kent1586985932615731

Abstract Details

2020, MFIS, Kent State University, College of the Arts / School of Fashion.
As fashion consumers’ demands become saturated in a market that caters to virtually every product category with the convenience of mobile shopping options - fashion brands struggle to find their unique competitive edge that is necessary to stay relevant in the consumer’s mind. Pricing, strategy and design keep customers interested, but this new level of retailing must include service attributes. Companies are increasingly adding services to enhance their already diverse product categories, focusing on bringing a new engagement level to their retail and online selling. This thesis explored the practices that fashion businesses should weave into their existing retail models to enhance their customer service experience. Services can range from intangible employee soft skills to tangible programs like Buy Online and Pick Up in Store. Based on an initial study involving content analysis of new service technologies that retailers feature through their online platforms and job descriptions of customer service employees, this research gathered information from consumers about their customer experience services from top fashion retailers via online survey. The survey explored the perception of fashion consumers on advertised services and service centers instore and how their service experience has impacted their shopping habits. The purpose of this research was to understand fashion consumers’ customer service experience from current retailers’ contemporary customer service offerings both online and offline. Through this study, this thesis found out how new retail service innovations have impacted the perception of instore and online consumer experiences that drive customer retention and differentiates the competition.
Kim Hahn, Ph,D. (Advisor)
Yesim Kaptan, Ph,D. (Committee Member)
Perrine William, MA (Committee Member)
66 p.
Business Administration; Management; Marketing
Customer Service Experience; Retail Business Model; Service Attributes; Customer Experience Management; Retail Services; Fashion Industry

Recommended Citations

Citations

  • Terry, S. S. (2020). Sales to Service: How businesses can incorporate service attributes to drive customer retention. [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1586985932615731

    APA Style (7th edition)

  • Terry, Siera. Sales to Service: How businesses can incorporate service attributes to drive customer retention. . 2020. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1586985932615731.

    MLA Style (8th edition)

  • Terry, Siera. "Sales to Service: How businesses can incorporate service attributes to drive customer retention. ." Master's thesis, Kent State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=kent1586985932615731

    Chicago Manual of Style (17th edition)

kent1586985932615731
389
© 2020, some rights reserved.Creative Commons License Sales to Service: How businesses can incorporate service attributes to drive customer retention. by Siera Santos Terry is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Kent State University and OhioLINK.