Customer Service & Personnel Selling in Retailing

Paper Code: 
BSR 417
Contact Hours: 

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

Unit I: 

CUSTOMER SERVICE: Meaning, Importance of service in Retail, Steps in evolving effective customer service model in retail

Unit II: 

SERVQUAL GAPS model, Steps in reducing customer service gap, Collecting customer information and enhancing loyalty, Service recovery

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)

Unit IV: 

PERSONAL SELLING: Role of Personal Selling in Retail, Retail Selling Process, Difference between Advertisement and Personal Selling, Role of Sales Personnel in retail organization

Unit V: 

Duties and Responsibilities of Sales Personnel, Traits of Sales Personnel, Qualities of Sales Personnel – Appearance – Communication – Vocabulary – Building Rapport – Ego problems – Adequacy of Knowledge

Essential Readings: 
  1. Pradhan, Swapna, Retail Management ,Tata McGraw-Hill Publishing
  2. Levy, Michael and Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd., New Delhi, 2003
  3. Davidson, William R., Stampfl W., Sweeney, Daneil J., Retailing Management, John Wiley & Sons Inc
  4. Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur
  1. Dunne & Lusch, Retailing, South-Western Educational Publishing, 2004, 5th Edition
  2. Retail Management, ICFAI Centre for Management Research, Hyderabad, May, 2003.
  3. Berman, Berry, Evans, Joel R., Retailing Management- A Strategic Approach, Prentice Hall
Academic Year: