CUSTOMER SERVICE AND PERSONAL SELLING IN RETAILING

Paper Code: 
BSR 417
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

COURSE OUTCOMES (COS):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

CO 155: Prioritize the importance of customer service in the retail industry.

CO 156: Detect the various GAPS that evolve in servicing the customer and plan the various ways to overcome them.

CO 157: Develop an insight for customer relationship management and structuring the strategies for the same. 

CO 158: Appraise the importance of personnel selling to various stakeholders and debating selling as a career. 

CO 159 :Link the various traits and skills required by a sales personnel and the duties and responsibilities to be performed by him to the success of the retail organization.

Approach in teaching:

Interactive Classroom lectures, Assignments, PowerPoint presentations, Videos, Sharing reference reading materials and web links.

 

 

Learning activities for the students:

Case studies, Role plays, Student presentation, Group Discussions.

Quiz

Class Test

Assignments

Observation

Oral and PPT presentations

CA Exam 

Semester End Examination

 

8.00
Unit I: 
Customer Service
  • Concept, Importance of service in Retail
  • Rules of Good Customer Service
  •  Customer Service Strategies ( Customization Approach and Standardization Approach)
  • Customer Evaluations of Service Quality (Role of Expectations & Perceived Service).           

 

8.00
Unit II: 
GAPS model
  • Factors affecting Service Gaps (Knowledge, Standards, Delivery & Communication)
  • Steps in reducing customer service gap. Service recovery: Concept         

 

10.00

•      Meaning, CRM Structure

•       CRM Process (Customer Data collection, Data analysis, Target  customer identification, Development of Customer Relationship  Management program, Implementation)

9.00
Unit IV: 
Personal Selling
  • Concept
  •  Importance (To Businessman, Customers & Society),Disadvantages
  •  Retail Selling Process
  •  Difference between Advertisement and Personal Selling
  •  Selling as a Career (Arguments for and against)

 

8.00
Unit V: 
Sales Personnel

•     Role in a retail organization

•     Duties and Responsibilities

•     Qualities– General ( Physical, Mental, Social, Moral/ Ethical, Vocational) & Specific Selling ( Product Knowledge, Effective Sales Presentation, Ability to create and maintain customer relations)

•     Measures & Guidelines to build sound customer relations.

Essential Readings: 
  • Pradhan, S., Retail Management, Tata McGraw-Hill Publishing Company Ltd., New Delhi
  • Levy, M. and Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd., New Delhi.
  • Davidson, William R., Stampfl W., Sweeney, Daneil J., Retailing Management, John Wiley & Sons Inc

 

 

References: 

SUGGESTED READINGS

  • Mathur , U.C., Retail Management:Text and Cases, I.K. international Publishing House, new Delhi.
  • Berman,B. And Evans, J. R., Retailing Management- A Strategic Approach, Pearson Education, New Delhi.

e-RESOURCES:

JOURNALS:

  • Retail Images
  • Indian Journal of Marketing
  • Journal of Marketing
  • Marketing Management

 

Academic Year: 
2022-2023
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