Picture of scraped petri dish

Scrape below the surface of Strathprints...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Explore world class Open Access research by researchers at Strathclyde, a leading technological university.

Explore

Lenses and mirrors : the customer perspective on part-time marketers

Harker, M.J. (2004) Lenses and mirrors : the customer perspective on part-time marketers. Marketing Intelligence and Planning, 22 (6). pp. 663-672. ISSN 0263-4503

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

This paper discusses the relevance of the "part-time marketer" concept to customer perspectives on relationship marketing. It reports key findings on this topic produced by primary research involving customers from ten UK high-street names. Foremost amongst these findings are; customer expectations prior to interaction with part-time marketers, customer perspectives on the role and management of part-time marketers, and the impact of personal experience on service encounters. It assesses what customers want from the members of staff that deal with them and concludes by considering the implications of these ideas for theory builders and planners of retailing strategy.