Customer Service and Satisfaction
In the contemporary era, competition has increased as customers persistently expect retail businesses to meet and exceed their expectations. Due to the fact of homogeneity among the products offered by retail businesses, they are increasingly focused towards delivering effective customer services in order to gain competitive advantage. For such businesses, maintaining customer satisfaction and trust is vital to ensure repeat purchases by customers. As these businesses operate in a highly competitive environment, customers have many choices to switch to other retailers, in such conditions retailers are engrossed towards the study of factors that lead to customer loyalty and retention.
Retail business is a sort of trading in which a firm of business entity sell goods directly to the end users. These businesses have direct relationships with customers, so they are directly involved in providing goods coupled with services to the customer. In retail business, avaliação atendimento ao cliente customer satisfaction and trust primarily depend on the quality of services provided as they sell homogeneous products, on the basis of which one store cannot be differentiated from others. The examples of retail business include supermarkets, grocery stores, book stores, convenience stores and drug stores.
Books-A-Million is a bookstore company also famous as BAM! (Books, toys and more). It is the second largest bookstore chain in U.S as the company operates almost 200 stores across the country. Apart from the goods they offer i.e. books, toys, stationary, etc. they are unique in their services. The bookstore has developed an online help desk for customer support. Customers can check the status of their order or gift card balance by visiting customer support website of Books-A-Million. They are quick in responding to their customers’ complaint and requests.
With intent to provide unique and superior services entailed with the prime products of the store, Books-A-Million strive to gain competitive advantage over other bookstores. The major strategy adopted by the book store is to achieve supremacy in providing quality and timely services to customers in order to generate repurchase intentions among customers. The customers’ repurchase behavior depicts their level of satisfaction with the services of the company, satisfaction or trust ultimately leads to customer loyalty and customer satisfaction.