MKT 2106 –Chap 3 Retail Quality and Service

7/21/2019 MKT 2106 –Chap 3 Retail Quality and Service

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MKT 2106 – RETAILMARKETING MANAGEMENT

CHAPTER 3 –THE

MANAGEMENT OF SERVICE

AND QUALITY IN

RETAILING



CONTENTS/LEARNING OBJECTIVES

• WHAT CONSTITUTE RETAILING ?• THE SERVICE PRODUCT CONCEPT• DEFINITION OF SERVICE• THE CHARACTERISTICS OF THE RETAIL AND SERVICE

PRODUCT•

CLASSIFICATION OF SERVICE AND QUALIT• RETAIL SERVICE CHALLENGES• STRATEGIES TO OVERCOME CHALLENGES• SERVICE QUALIT MODEL• CHARACTERISTICS OF QUALIT• QUALIT AUDITING SSTEMS• BENCHMARKING• SERVICE RECOVER



WHAT CONSTITUTESRETAILING ?

1. TANGIBLE

FEATURES

2. INTANGIBLE

SERVICES+



1! TANGIBLE FEATURES

• R"#$%&%'( %) $ *+,-%'$#%+' +.(++)/)"%*")!

• A *$''"& )"%*" -3# ,$4 $&)+ %'+&" $,%5 +. 4)%*$& )3+3'%'()7 )%('$("73'%.+,)7 *$'(%'( ++,)7 %)&$4

$' #$'(%-&" ."$#3") – #" ,"*$'%)"!• R"#$%&%'( +%") #" -"'"8*%$& 3#%&%#4 +.

$ &$*" .+ 3*$)"!• T$'(%-&") – ,"*$'%)") 9+3*# &%'")7

)#$:)7 &$4+3#;• W$# "&)" &++< #$'(%-&" %' $ "#$%&)#+" ?????



2! INTANGIBLE SERVICES

• R"#$%&%'( %) $&)+ &$("&4 %'#$'(%-&" %' '$#3"!

• S%,%&$ =%# 3" )"%*") +"$#%+'$& +*")) )3* $)-$'<%'(7 %')3$'*"7 %'")#,"'# )"%*") "#*!

• R"#$%&%'( *+,-%'") -+# (++) $' )"%*") $) +'"$*<$("!

• R"#$%&%'( *$' -" 3" )"%*" – %')3$'*" > -$'<%'(7

"3*$#%+'7 "#*!• O#") $" *+,-%'$#%+' +. )"%*" @ (++) –

L$3'%")7 $%"))")7)+" "$%")7 "$&# *&3- $'*"'#")7*%'",$)7 *$#"%'( +3#&"#)7 #$"& $("'#) "#*

• With many of these service dominant retail

businesses there is little or no movement ofphysical goods through a distribution channel.



SERVICE PRODUCTCONCEPT

TRANSACTION

WITHOUT

MERCHANDISE

TRANSACTION

WITH

MERCHANDISE



TRANSACTION WITHMERCHANDISE

I' "#$%&%'( #"" $" #"" 9; #4" +.)"%*") =%# (++)

1!OWNEDGOOD SERVICE2! RENTAL GOOD SERVICE

! SERVICE WITH BOUGHT GOODS

G%" "5$,&") +. #" $-+"(++)! ?????



TRANSACTION WITHOUT

MERCHANDISEI' "#$%&%'( #"" %) $&)+ )"%*" =%#+3#(++)3" )"%*") =%#+3# (++)!

• P3" )"%*") +%" -4 $ =%"$'(" +. "#$%&") =+ $" %'+&" %'$$'(%'( + +($'%%'( #$"&78'$'*%$& #$')$*#%+' $' )"%*")7 +

+%%'( ")+'$& )"%*") )3* $)4 *&"$'%'(7 $%*3#7 "#*!

• W$# "&)" ????????



W$# %) $ S"%*"?

• A S"%*"S"%*" %) $ .+, +. +3*# #$#*+')%)# +. $*#%%#%")7 -"'"8#)7 +

)$#%).$*#%+') +:"" .+ )$&" #$# $""))"'#%$&&4 %'#$'(%-&" $' + '+# ")3&#%' #" +='")% +. $'4#%'(!

• E5$,&") %'*&3" – B$'<%'(

– H+#"&)

– T$5 P"$$#%+'

–

H+," R"$% S"%*")



R"#$%& P+3*#)7 S"%*")7

$' E5"%"'*")P3"

T$'(%-&"

G++

P3"S"%*"

S+$

T$'(%-&"G++ W%#

A**+,$'4%

'( S"%*")

A3#+ W%#A**+,$'4%

'( R"$%S"%*")

H4-%O:"

R")#$3$'

#

S"%*"W%#

A**+,$'4%

'( M%'+G++)

A%&%'" T%W%#

A**+,$'4%'( S'$*<)

D+*#+)E5$,



R"#$%& P+3*#) > S"%*")

P3" T$'(%-&"

G++

P3"S"%*"

S+$7#+4)7"#*

H4-%O:"

R")#$3$'#7

F$)# .++/

T$%#%+'$& "#$%&

H$%"))%'(7

B$'<%'(7

I')3$'*"INTANGIBILIT

PERISHABILIT

INSEPARABILIT

•TANGIBLE

•STORABLE

•STANDARD



I'#$'(%-%&%#4I'#$'(%-%&%#4

I')"$$-%&%#4I')"$$-%&%#4

V$%$-%&%#4V$%$-%&%#4

P"%)$-%&%#4P"%)$-%&%#4

C$'# -" )""'7 #$)#"7 ."&#7"$7 + ),"&&" -".+"3*$)"!

C$'# -" )"$$#" .+,)"%*"+%")!

Q3$&%#4 ""') +' =++%") #", $' ="'7="" $' +=!

C$'# -" )#+" .+ &$#" )$&"

N$#3" $' C$$*#"%)#%*

+. $ R"#$%& S"%*"



RETAIL SERVICE

CHALLENGES/PROBLEMS ?INTANGIBILIT

• C3)#+,") *$'# )"" #" -"'"8#) +.#" "#$%& +3*# $' )"%*")

STRATEGIES

• U)" ":"*#%" )"&&%'( #"*'%3")

•

I,+%)" #" )#+" 4)%*$& &$4+3#• W$# "&)" ????????



RETAIL SERVICE

CHALLENGES/PROBLEMS ?PERISHABILIT ?

• R"#$%& -3)%'"))/)#+" =+3& &+)" )$&")%. #"" $" '+ *3)#+,")!

STRATEGIES

• T+ *"$#" ",$' -4 $%'( )"*%$&

+,+#%+'!• W$# "&)" ?????



RETAIL SERVICE

CHALLENGES/PROBLEMS ?INSEPARABILIT

• A-)"'*" +. )"%*" +%") $'%')3*%"'#

,"*$'%)" 9+3*# &%'");

STRATEGIES

• S#+") #+ ",&+4 $##%,"/)#$' %'=+<")

• W$# "&)" ????



RETAIL SERVICE

CHALLENGES/PROBLEMS ?VARIABILIT ?• Q3$&%#4 ""') +' =+ +%")

#", $' ="'7 ="" $' +=!• P+-&",) – %'*+')%)#"'# ",&+4"")

".+,$'*"

STRATEGIES ?• P+%" ":"*#%" +3*# <'+=&"("

$' *3)#+," )"%*" #$%'%'(• W$# "&)" ????



S$#%)8" $' L+4$&

C3)#+,")

S$#%)8" $' L+4$&

C3)#+,")

G"$#" S"%*"V$&3"

G"$#" S"%*"V$&3"

H"$&#4S"%*" P+8#)

$' G+=#

H"$&#4S"%*" P+8#)

$' G+=#

S$#%)8" $'

P+3*#%" S"%*"E,&+4"")

S$#%)8" $'

P+3*#%" S"%*"

E,&+4"")

I'#"'$&S"%*" Q3$&%#4

I'#"'$&S"%*" Q3$&%#4

T" R"#$%& S"%*"P+8#C$%'



M$<"#%'( S#$#"(%") .+

R"#$%& S"%*" F%,)• M$'$(%'( S"%*" D%:""'#%$#%+'

– D""&+ %:""'#%$#" +:"7 "&%"4 $' %,$("!

• M$'$(%'( S"%*" Q3$&%#4 – E,+=" .+'#&%'" ",&+4"")7 – B"*+," C3)#+," +-)"))"7 – D""&+ %( )"%*" 3$&%#4 )#$'$)7 – W$#* )"%*" ".+,$'*" *&+)"&4!

• M$'$(%'( S"%*" P+3*#%%#4 – T$%' *3"'# + '"= ",&+4"") -"##"7 – W+< +' 3$&%#4 $) ="&& $) 3$'#%#47 – U#%&%" #"*'+&+(4!



SERVICE QUALIT• S"%*" 3$&%#4 %) ")*%-" $) #" $-%&%#4 +.

#" +($'%$#%+' #+ ,""# + "5*""*3)#+," "5"*#$#%+'!

• C3)#+," )$#%).$*#%+' =%# $ )"%*" *$' -""8'" -4 *+,$%'( "*"#%+') +. )"%*""*"%" =%# "5"*#$#%+' +. )"%*" ")%"!

• W"' "5"*#$#%+') $" "5*"""7 )"%*" %)

"*"%" #+ -" +'" +. "5*"#%+'$& 3$&%#4$' $&)+ #+ -" $ &"$)$'# )3%)"!• W"' "5"*#$#%+') $" '+# ,"#7 )"%*"

3$&%#4 %) ""," 3'$**"#$-&"! W"'"5"*#$#%+') $" *+'8," -4 "*"%")"%*"7 3$&%#4 %) )$#%).$*#+4;!



CUSTOMERS EPECTATIONSVERSUS PERCEPTIONS

1! EPECTATION• R"." #+ *3)#+,")

")%") + =$'#) #$#$" %'3"'*" -4 $)#"5"%"'*"7")+'$&'"")7=+ +.,+3#7,$<"#

*+,,3'%*$#%+'7%,$("$' %*"!• T")" "5"*#$#%+') *$'

-" )$" -4 )"%*"+%") #+3( #"%,$<"#%'( $' "5#"'$&

*+,,3'%*$#%+' ":+#)!

1! PERCEPTION• T" +*")) -4

=%* "+&")"&"*# 7+($'%"7

$' %'#""#%'.+,$#%+' #+.+, $ ,"$'%'(.3&%*#3" +. #"=+& 9K+#&" ;!



SERVICE QUALIT MODEL

• T" .+&&+=%'( $%$-&") T$'(%-&")7A))3$'*"! R"&%$-%&%#47 R")+')%"'"))$' E,$#4 $" #" %,"')%+') %' #"SERVICEQUAL ,+"&9 ""&+" -4

P$$)3$,$'7 "%#$, $' B"4 10;!• T")" $%$-&") $" "5"*#" #+

%'3"'*" "+&") "*"#%+' $'"5"*#$#%+' +' #" )"%*" 3$&%#4 -4

+($'%$#%+')!



SERVICE QUALITVARIABLES

A RETAIL

SERVICE

QUALITY

•TANGIBLES•ASSURANCE•RELIABILITY

•RESPONSIVENESS•EMPATHY



TANGIBLES• T$'(%-&") %'*&3" #" 4)%*$&

"%"'*" +. #" )"%*" )3* $)4)%*$& .$*%&%#%")7$"$$'*" +.)"%*" +%")7 #++&) +

"3%,"'# 3)" #+ +%" #")"%*"7 4)%*$& ")"'#$#%+' +.#" )"%*"7 $' +#" *3)#+,")

%' #" )"%*" .$*%&%#4!



ASSURANCE•

T%) %,"')%+' "&$#") #+ #" <'+=&"("7*+,"#"'*"7 $' *+3#")4 +. )"%*"",&+4"") $' #"% $-%&%#4 #+ *+'"4 #3)# $'*+'8"'*"!

• C+,"#"'*" ,"$') +))"))%+') +. #""3%" )<%&&) $' <'+=&"(" #+ ".+, #")"%*"!

• C+3#")4 %'+&" +&%#"'"))7")"*#7*+')%"$#%+'7 $' .%"'&%'")) +. *+'#$*#")+''"&!

• T%) %,"')%+') %'*&3") #3)#=+#%'"))7

-"&%"$-%&%#4 $' +'")#4 +. )"%*" ",&+4"")!



RELIABILIT•

R"&%$-%&%#4 %' )"%*") %) "8'" $) #"$-%&%#4 #+ ".+, #" +,%)" )"%*"""'$-&4 $' $**3$#"&4!

• I# ,"$') #$# #" )"%*" +($'%$#%+'".+, #" )"%*" %(# #" 8)# #%,"$' $&)+ ,"$') #$# #" +($'%$#%+')+'+) $&& +. %#) +,%)")!

• S+," "5$,&") %'*&3" $**3$*4 %'-%&&%'(7<""%'( "*+) $**3$#"&47 $'

*+,&"#%'( #" )"%*" $# #" +,%)"#%,"!



RESPONSIVENESS• T%) *+'*"') #" =%&&%'('")) +

"$%'")) +. ",&+4"") #+ +%")"%*"!

• I# I'*&3") #" #%,"&%'")) +.)"%*" )3* $) (%%'( +,#)"%*"7 ,$%&%'( $ #$')$*#%+' )&%

%,,"%$#"&47 $' "#3'%'(*3)#+," *$&& 3%*<&4!



EMPATH•

E,$#4 %) "8'" $) #" *$%'($' %'%%3$&%" $##"'#%+'+%" #+ *3)#+,")!

• I# %'*&3" #" $+$*$-%&%#4 $'"$)" +. *+'#$*# =%# #" )"%*"+%") $' ,$<%'( #" ":+# #+3'")#$' #" *3)#+,") $'

#"% '"")!



QUALIT IN RETAILING ?

• I) #" #+#$&%&#4 +. "&$#%+')%-"#=""' )"%*" +%")

9.3'*#%+'$& $)"*#); $' #"."$#3") +. "#$%&%'( 9#"*'%*$&$)"*#; =%* $" "&$#" #+

#" "&%"4 +. )$#%).$*#%+'!



QUALIT IN RETAILING ?

FUNCTIONAL

QUALITY

TECHNICAL

QUALITY



FUNCTIONAL QUALIT• R".") #+ += #" #"*'%*$& "&","'#) +.

#" )"%*" $" #$')."" + "*"%"!EAMPLES•

A"$$'*"• B"$%+3• A##%#3")• C3)#+," *+'#$*#)

• S"%*" ,%'"'"))• A**"))%-%&%#4• I'#"'$& "&$#%+')



TECHNICAL QUALIT• R"." #+ =$# *3)#+,") %) $*#3$&&4

"*"%%'( .+, #" )"%*"!

EAMPLES

• T"*'%*$& )+&3#%+'

• K'+=+=

•

M$*%'")• C+,3#"%" )4)#",)



I,+#$'*" +. P+3*#%%#4 $'Q3$&%#4 .+ R"#$%& S"%*" M$<"#")

Productivity • H"&) #+ <"" *+)#) +='

– &+=" %*") #+ ""&+ ,$<"#7 *+,"#" -"##"

– %'*"$)" ,$(%') #+ ",%# &$(" ,$<"#%'( -3("#)

– $%)" +8#) #+ %'")# %' )"%*" %''+$#%+'

• M$4 %,$*# )"%*" "5"%"'*" 9,3)# $+% '"($#%");

• M$4 "3%" *3)#+," %'+&","'#7 *++"$#%+'

Quality • G$%' *+,"#%#%" $$'#$("7 ,$%'#$%' &+4$&#4

• I'*"$)" $&3" 9,$4 ",%# %(" ,$(%');

• I,+" +8#)



THE SERVICE QUALITDELIVER MODEL

• D""&+" -4 P$$)3$,$'7 "%#$,& >B"4 91;!

• T" ,+"& *&$%,) #$# #" *+')3,""$&3$#") #" 3$&%#4 +. $ )"%*""5"%"'*" $) #" +3#*+," +. #"%:""'*"9GAP; -"#=""' "5"*#" $'3'"5"*#" )"%*"!

• T" ,+"& %(&%(#) #" ,$%' "3%","'#).+ $ )"%*" +%") "&%"%'( #""5"*#" )"%*" 3$&%#4!

• T"" $" ($) %' #" ,+"&!



THE SERVICE QUALIT MODEL GAPS THAT LEAD TO SATISFACTION

Customer experiencerelative to expectations

Advertising andsales promises

Customer interpretation

of communications

1. Knowledge Gap

2. Standards Gap

3. Delivery Gap

. Service Gap

Customer needs and expectations

!anagement definition of t"ese needs

#ranslation into

design$delivery specs

%xecution ofdesign$delivery specs

Customer perceptionsof product execution

&. %xternal

Communications Gap

.

MARKETER

CUSTOMER




• T%) ,+"& "&) "#$%& ,$<"#") #++%" ("$#" ,$'$(","'# *+'#+&+" "#$%& *3)#+," )"%*"

"&$#%+')%!• C$' &"$ #+ -"##" *3)#+,")

)$#%).$*#%+' -4 "3*%'( + *&+)%'(

#" ($)

THE SERVICE QUALIT MODEL GAPS




GAPS 1 – KNOWLEDGE GAP• I('+$'*" +. #" *3)#+,") "5"*#$#%+'• I) #" ($ -"#=""' *+')3," "5"*#$#%+'

$' ,$'$(","'# "*"#%+'!• M$4 ")3&# .+, #" &$*< +. 3'")#$'%'(

+. =$# *+')3,") "5"*#) .+, $ )"%*"!• E!( – $ '"=&4 ")#$-&%)" ")#$3$'# +='"#%'<) #$# *3)#+," =$'# "&%*%+3) %*"$' +3#%'" .++ *3%)%'") -3# %' "$&%#4*3)#+,") =$'# $ $%"#4 +. .++ *3%)%'")!




GAP 2 –SERVICE STANDARD• R"3%","'# .+ )"%*" )#$'$

• T" ($ -"#=""' ,$'$(","'# "*"#%+' $' )"%*"3$&%#4 "5"*#$#%+')!

• R")3&#) ="' #"" %) $ %)*"$'*4/%:""'*"

-"#=""' =$# ,$'$(","'# "*"%") #+ -" *+')3,""5"*#$#%+') $' $*#3$& )"%*" 3$&%#4 )"*%8*$#%+'"5#$-&%)"!!

• E!( #" ,$'$(","'# ,$4 '+# )"# 3$&%#4 )#$'$) +#" 3$&%#4 )#$'$) )"# ,$4 -" *&"$ -3# 3'"$&%)#%*!

• E!( – $ )"$ .++ ")#$3$'# "*"%") #$# *3)#+,")

=$'# .$)#.++ "&%"4 -3# #" ,$'$(","'# + '+#)"# #" $*#3$& "&%"4 )#$'$!




GAP – NOT DELIVERING TO SERVICE STANDARDS

• I) #" ($ -"#=""' )"%*" 3$&%#4 )"*%8*$#%+') $' )"%*" "&%"4!

• T" (3%"&%'") ,$4 "5%)# #+ ".+, $ )"%*" ="&& -3#)"%*" "&%"4 %) +. ++ 3$&%#4 3" #+ ++ ",&+4""".+,$'*"!

• E( – $ -$'< *&$%, +. .$)# -$'<%'( )"%*" -3# #"",&+4"") +%" )&+= )"%*" 3" #+ #"%%'"*%"'*4 $' %'*+,"#"'*4!

• O#" "5$,&") ???

• A' +3#)#$#%+' *"3" "+)%#" %' P"'$'( B$'< =+3&

#$<" $4) #+ *&"$ -3# #" *"3" %) '+# *&"$" +'#" $4!





GAP ETERNAL COMMUNICATION GAP•

I'*+')%)#"'*4 -"#=""' ".+,$'*" $' +,%)")!• T" ($ -"#=""' )"%*" "&%"4 $' "5#"'$&

*+,,3'%*$#%+'!• C+')3," "5"*#$#%+') $" $:"*#" -4 #"

+,%)"),$" -4 #" )"%*" +%") +,+#%+'$& ,"))$("!E5$,&")• A %$#" *+&&"(" *&$%,) #$# -3)%'")) +($,)

$" -""' $**"%#" -4 LAN/MQA +'&4 #+ -"%)*+"" -4 )#3"'#) '+# 4"#

$+" -4 M%'%)#4 +. E3*$#%+'!• O#" "5$,&") ???





GAP –SERVICE GAP•

T" )"%*" )+#.$&&)!• R")3&#) ="' +'" + ,+" +. +#" ($) ")*%-" +**3)!EAMPLES• A +#"& (3")# *+,&$%') #$# #" $#" 3+#" %) %("

#$' #" $#" $"#%)"!• H" .3#" *+,&$%') #$# #" ++, %) ),"&&4 =%# 3%$'

),"&& $' .3&& +. ,+)3%#+!• P%$#" *+&&"(" )#3"'#) *+,&$%' #$# #"4 '"" #+ $4$%#%+'$& #3%#%+' ."" @@@@!

• T"4 .3#" *+,&$%' #$# #" $%*+'%#%+'%'( %) +# $'3,%

&3) ),"&&47 $' +)#"&) =$#" &++< 4"&&+=%)!•

I. #")" )+#.$&& $%)")7 ,$'$(","'# $" #+ "')3" #"4"3*" + *&+)" #" ($)!



ONE OF TOLERANCE• I' "#$%& )"%*" "'*+3'#"7 *+')3,") =%&&

$" %:""'# &""&) +. #+&"$'*" $) =$#,$4 -" 3(" $"3$#" + "5"*#" )"%*"!

• +'" +. #+&"$'*" – *+')3,") $" =%&&%'( #+$**"# %:""'# &""& +. )"%*" =%* .$&&=%#%' $ +'" -"#=""' #" ")%" $'$"3$#" &""&) +. ".+,$'*"!

• E5$,&") – ,4 #+&"$'*" &""& .+ =$%#%'(

.++ "&%"4 %) 20 ,%'3#")! I. =%#%' 10 –20,%'3") )#%&& O!K! I. ,+" #$' 20 ,%'3#") '+#O!K

RETAIL SERVICE CONTROL OF



RETAIL SERVICE CONTROL OFQUALIT

WH THERE IS GROWING CONCERN ONRETAILSERVICE CONTROL OF QUALIT ?• D3" #+ )#+'( *+,"#%#%+' $' %$&) '"" #+

+%" -"##" )"%*" &""&)!• D3" #+ *3)#+,") ",$' +' 3$&%#4 )"%*"

$' 3$&%#4 +. &%."!• D3" #+ *+')3,") #%," &%,%#$#%+'7 '"" .+ .$)#

)"%*"!• D3" #+ #" (&+-$&%$#%+' "$7 #" ")"'*" +.

(%$'# *+,"#%#+) =+ *+3& +:" -"##" )"%*")• D3" #+ #" $$'*","'# +. #"*'+&+(47 %$&) $"

*+,"#%'( .+ &$#")# #"*'+&+(%") $' $=$ – ISO 2000)



CHARACTERISTICS OF QUALITIN RETAILING

MERCHANDISE

(PRODUCTS) SERVICES

MERCHANDISE QUALIT



MERCHANDISEQUALIT9+3*#);

• P".+,$'*"• F"$#3")

• R"&%$-%&%#4

• C+'.+,$'*" #+ )#$'$)

• D3$-%&%#4

• S"%*"$-%&%#4

• %,$("



SERVICES QUALIT1!TANGIBLES

2!ASSURANCE

!RELIABILIT! RESPONSIVENESS

! EMPATH



QUALIT AUDITING SSTEM

B3##&" 91; *+,%&" $ &%)# +. 1+)"%*" $%$-&") #$# )+")'+,$&&4 3)" #+ $))")) $ )#+")

)"%*" ".+,$'*"!• H" )+#&%)#" #+ 26 <"4 *%#%*$&

$#%-3#") #$# "#$%&") '"" #+ .+*3)

+'



26 RETAIL SERVICE ATTRIBUTES• E5#"'$& $"$$'*" +. #" +3#&"#• M"*$'%)" %*%'( %' =%'+= %)&$4•

G""#%'( 3+' "'#4• S#$: $+$*$-%&%#4• S#$: $$%&$-%&%#4 #+ "&• M$'$(" $$%&$-%&%#4• W"#" #" ,$'$(" %) "*+('%$-&"• T" '3,-" +. *3)#+," )"" )%,3&#$'"+3)&4 -4 +'"

)#$: ,",-"• P+,#'")) +. "'3%4 $'&%'(• O3#&"# )#+*< &""&• S#$: $=$"'")) +. .$)%+' #"')• P+3*# "# $' =%#• S#$: $=$"'")) +. $"#%)" &%'")•

H"&.3&'")) +. )#$: $%*"

26 RETAIL SERVICE ATTRIBUTES



26 RETAIL SERVICE ATTRIBUTES

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A SUMMAR OF THE KE

COMPONENTS OF A SERVICEQUALITLED APPROACH

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Documents

MKT 2106 –Chap 3 Retail Quality and Service