USING CUSTOMER SERVICE TO ENHANCE CUSTOMER EXPERIENCE

Using Customer Service as a Technique to Enhance Customer Experience: Tesco Plc



Abstract

A review of the academic and commercial literature suggests that the methodological and theoretical approaches have provided methods and approaches that are difficult for practitioners to adopt. This paper offers a robust theoretical approach (the behavioural perspective model) and new innovative methodology that significantly advances the way retailers can plan and measure store layouts, with a view to optimising store performance. Using computer-aided observation, customers may be tracked and their behaviour analysed in the context of consumer situations and contingencies. Implications for retail management, theory and practice are discussed within the context of fashion shopper situations.

Table of Content

ABSTRACT2

CHAPTER ONE: INTRODUCTION4

Research Question4

Aims and Objectives4

Limitations of the Study4

Individual Buying behaviour5

C?APTER TWO: LITERATURE REVIEW16

Tesco store and consumer behaviour18

Consumer Learning24

Retail image26

Store Selection27

Shopper Typologies28

C?APTER T?REE: MET?ODOLOGY37

Tools37

C?APTER FOUR : DISCUSSION AND ANALYSIS42

C?APTER FIVE: CONCLUSION54

Recommendations61

REFERENCES64

BIBLIOGRAP?Y69

APPENDIX76

Chapter One: Introduction

Research Question

What are the consumers' shopping orientations and the evaluation criteria and what are the age and gender differences in their shopping orientations?

Aims and Objectives

The idea of this study is to examine the guidelines of Tesco stores shopping for consumers and their evaluation criteria and taking into account the age and gender differences in the guidelines for acquisition and storage criteria. For this report, we have selected "Tesco Plc", that our organisation is to investigate the behaviour of buyers of the company.

Limitations of the Study

First, the results indicate that the marketing of consumers should be examined and tested to improve the reliability of each country. Secondly, this study focused on countries with economies in transition. Thus, the pervasive culture results should be tested with consumers in markets that are similar to the transition. At the same time, in several countries, the survey in May to help separate the effects of level of development, cultural values, ethical philosophy of the company, and other characteristics of the market and consumers, as well as other sources, to identify differences between cultures as a possible response set bias. If a consumer regarding the beliefs and marketing companies, change over time is an important issue in the investigation. Given the rapid development of various methods of marketing, regulatory and consumer movements in countries with economies in transition, changing beliefs and attitudes of consumers and their implications for marketing management monitors.

Some issues require more attention in future studies. Despite the ethical problems that affect consumers, some of them have studied the role of consumer perceptions of the theories of business ethics and marketing. Therefore, the effects of consumer attitudes toward marketing in their behaviour and satisfaction should be defined in a broader context of a theoretical framework that considers its relations with other relevant variables. This study examines consumers about the four variables of marketing. Consumer perception of several methods, such as sales promotion, are almost unknown in countries with economies in transition (Huff and Alden, 1998). Studies on specific topics, including the attitude towards the media and the reactions to advertising and promotion, which will improve performance in ...