Customer Service & Personal Selling in Retailing

Paper Code: 
BSR 417
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course aims at providing knowledge about importance of customer service in retail and role of sales personnel in retail.

Course Outcome(COs):

Students will:

Course

Learning outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSR 417

Customer Service and Personal Selling

CO 146 :Prioritize the importance of customer service in the retail industry.

CO 147 :Detect the various GAPS that evolve in servicing the customer and plan the various ways to overcome them.

CO 148 :Develop an insight for customer relationship management and structuring the strategies for the same. 

CO 149 : Appraise the importance of personnel selling to various stakeholders and debating selling as a career. 

CO 150 :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 Lectures, Discussion, PPT, Sharing web links . 

 

Learning activities for the students:

Self learning assignments, Role plays, presentation, case study discussions.

 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group proje

 

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).

10.00
Unit II: 
GAPS model:

Factors affecting Service Gaps (Knowledge, Standards, Delivery & Communication), Steps in reducing customer service gap.

Service recovery: Concept

10.00
Unit III: 
Customer Relationship Management:

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)

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, Swapna, Retail Management, Tata McGraw-Hill Publishing
  • Levy, Michael 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
  • Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur

 

References: 
  • Dunne &Lusch, Retailing, South-Western Educational Publishing.
  • Berman, Berry, Evans, Joel R., Retailing Management- A Strategic Approach, Prentice Hall

 

Academic Year: 
2021-2022
  • Printer-friendly version
  • PDF version