Lenses and mirrors : the customer perspective on part-time marketers

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

This paper discusses the relevance of the "part-time marketer" concept to customer perspectives on relationship marketing. It reports key findings on this topic produced by primary research involving customers from ten UK high-street names. Foremost amongst these findings are; customer expectations prior to interaction with part-time marketers, customer perspectives on the role and management of part-time marketers, and the impact of personal experience on service encounters. It assesses what customers want from the members of staff that deal with them and concludes by considering the implications of these ideas for theory builders and planners of retailing strategy.
Original languageEnglish
Pages (from-to)663-672
Number of pages9
JournalMarketing Intelligence and Planning
Volume22
Issue number6
DOIs
Publication statusPublished - 2004

Keywords

  • focus groups
  • part-time workers
  • relationship marketing

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