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
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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.
| Author(s): | Harker, M.J.  ORCID: https://orcid.org/0000-0002-5707-3775 | Item type: | Article |
|---|---|
| ID code: | 4465 |
| Keywords: | focus groups, part-time workers, relationship marketing, Marketing. Distribution of products, Marketing |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
| Department: | Strathclyde Business School > Marketing |
| Depositing user: | Strathprints Administrator |
| Date deposited: | 19 Nov 2007 |
| Last modified: | 03 Jan 2020 06:19 |
| Related URLs: | |
| URI: | https://strathprints.strath.ac.uk/id/eprint/4465 |
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