Effective Retail Through Customer Service – the Impact of Sales Staff in Different Types of Retail Format

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  • Topic: Retailing, Sales, Department store
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  • Published : April 30, 2008
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Effective Retail through Customer Service – The Impact of Sales Staff in Different Types of Retail Format

Sandeepan Majhi
Saurabh Chopra
Somnath Guha Sarkar

Post Graduate Program
In
Fashion Management Studies
(2006-08)

National Institute of Fashion Technology
Bangalore

Acknowledgement

Success is 99% perspiration and 1% aspiration, has been proved that during our study of the project. The one percent aspiration of ours has been brought to life by the guidance and efforts of some special persons. We have a great pleasure in expressing our deepest and sincere gratitude to our guide Mrs. Gulnaz Banu, Professor, National Institute of Fashion Technology, Bangalore for her encouraging ideas, timely suggestions and scholarly supervision in carrying out this work.

We are very much grateful to the costumers and the retailers for providing the necessary information and co-operation during the survey.

We express our thanks to our classmates for their valuable inputs and study material which was very useful to us to frame the pattern of the project.

Sandeepan Majhi
Saurabh Chopra
Somnath Guha Sarkar

PG-FMS
Semester II
NIFT Bangalore

DECLARATION

We Sandeepan Majhi, Saurabh Chopra & Somnath Guha Sarkar delclare that the project titled “Effective Retail through Customer Service – The Impact of Sales Staff in Different Types of Retail Format” submitted to National Institute of Fashion Technology is our original work.

Date: 25th April 2007 Sandeepan Majhi
Saurabh Chopra
Somnath Guha Sarkar

INDEX

Acknowledgement………………………….1

Declaration………………………………….2

Index ……………………………………….3

Introduction…………………………………5

Objective……………………………………8

Research Design…………………………….9

Data Collection……………………………..12

Analysis of Data……………………………45

Suggestions & Findings…………………….54

Bibliography………………………………..58

Annexure…………………………………....59

INTRODUCTION

Today’s retail environment has been growing and is oriented towards customer service. Customer service can be defined as those activities that enhance or facilitate the role and use of the product. The point of view that ‘Service Pays’ is accepted by the retailer today and hence seek to establish long term relationship with the customers . The key today is Service – Attention to customers. Service has become the new standard based on which customers are measuring an organization’s performance .It is not a competitive edge, it is the competitive edge.

In a nut shell organizations have to aim at “customer satisfaction Management”. This would mean that the organization work towards the customers with best quality of merchandise and service at the retail level, which would include the products , visual merchandising , customer service in every way at the store , its also include the sales staff support and there role in the customer service. The retail environment is completely customer driven and giving the customer satisfaction in every possible manner is very important. The “Customer Satisfaction Management” is every retailer’s lookout.

This Market research project is aimed towards - “Effective Retail Through Customer Service – The Impact of Sales Staff in Different Types of Retail Format “.This project includes the study of how the relationship between customer and sales staff is different in each type of retail formats . The project included the study of the sales staff awareness, their support, and their appearance along with a study of customer profile in each type of retail formats.

In today’s highly competitive retail environment the service that each store offers to its customers has become a very important issue.” Close to the customer” orientation is the major driving force, and companies need to exploit the same. Customer service is the key for all kinds of organizations and is the...
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