Customer Service & Personnel 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):

 

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 :Understand the concept of customer service and its importance in the retail industry.

CO 147 :Students will learn the various GAPS that evolve in servicing the customer and the ways to overcome them.

CO 148 :They will gain knowledge regarding effective customer relationship management and the strategies applied for the same. 

CO 149 :They will be able to figure out the importance of personnel selling to various stakeholders.

CO 150 :Students will be able to gain knowledge on the various traits and skills that a sales personnel should acquire and also their duties and responsibilities to make the retail organisation successful

 

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 projects.

 

8.00

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

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

Service recovery: Concept

10.00

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

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)

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: 
2020-2021
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