Question

Which of the following include(s) the activities the retailer performs that influence (1) the ease with which a potential customer can shop or learn about the store's offering, (2) the ease with which a transaction can be completed once the customer attempts to make a purchase, and (3) the customer's satisfaction with the purchase?

1) Customer services
2) Customer satisfaction
3) Segmentation analysis
4) Transaction verification
5) Post-transaction satisfaction

Answer 1

Retailers enhance customer experiences by offering customer services that cover ease of shopping, efficient transactions, and satisfaction post-purchase. These services, alongside intangible aspects like guarantees and reputation, contribute to product differentiation and influence customer preferences.

Step-by-step explanation:

The activities the retailer performs that influence the ease of shopping, transaction completion, and customer satisfaction are encompassed in customer services. Furniture stores, for example, might offer design consultations to facilitate the shopping experience, have an efficient checkout process and provide after-sales support to ensure contentment post-purchase. The perception of satisfaction from a good or service, as influenced by available information to the buyer, often drives these customer-centric strategies.

In the retail context, activities like storefront displays are crucial as they evoke emotions and create impressions that a product can enhance a customer's life beyond its utility (Figure 5.1.9). Furthermore, intangible aspects such as satisfaction guarantees, quality reputation, free delivery, and financing offers significantly contribute to product differentiation and buyer preferences, often shaped by effective advertising.