Customer Service & Personnel Selling in Retailing

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

 

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

8.00
Unit I: 
CUSTOMER SERVICE:

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

10.00
Unit II: 
SERVQUAL GAPS Model:

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

12.00
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)

8.00
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

7.00

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
References: 

 

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: 
2015-2016
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