Reports on the difficulties currently faced by department stores. Argues that a return to a true service orientation is needed. Discusses consumer attitudes towards the service offered in such stores via the results of a focus group interview, ranking and perceptual mapping of store services. Offers managerial guidelines for implementing a successful service strategy.
Dotson, M. and Patton, W.E. (1992), "Consumer Perceptions of Department Store Service: a Lesson for Retailers", Journal of Services Marketing, Vol. 6 No. 2, pp. 15-28. https://doi.org/10.1108/08876049210035818
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