What is it about?
It's a common perception that service quality has substantial impact on sales and profit of a store. Prior to designing and implementing the strategy, it's imperative to evaluate how customers assess the quality of service, their expectations while purchasing any product and preference of sales channels . This paper focused on these issues.
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Why is it important?
In order to boost up sales, owners must need to know the areas where they should pay more heed. On the other hand, suppliers need to be aware of selecting an optimal channel to distribute products/items more smoothly and reach customers more convincingly. All these issues have been raised with recommendations in this paper.
Perspectives
Service quality and sales channel have always been vital issues in marketing. Unfortunately this issue has not been given light in the context of beverage industry. This has motivated us to carry out this research.
Md. Mohsan Khudri
University of Memphis
Scrutinizing the harbingers of quality in service apperceived by consumers of beverage industry, this research reveals several admissible and decisive machinations for designing the pro-consumer service spectrum for both industry owners and marketers not just to earn a sizable market share but to win consumers heart. Furthermore, based on the consumer characteristics and their perceived service quality , this paper also provides marketers an insightful upshot regarding their selection of a gilt-edge marketing channel as well as developing relevant supply chain management strategies that create utmost value for all stakeholders (like, suppliers, producers, and traders), and more importantly for consumers.
saida sultana
Uttara University
Read the Original
This page is a summary of: Determinants of service quality and impact of service quality and consumer characteristics on channel selection, British Food Journal, August 2015, Emerald,
DOI: 10.1108/bfj-12-2014-0431.
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