Customer Service
Customer service refers to the identifiable, but sometimes intangible, activities
undertaken by a retailer in conjunction with the basic goods and services it sells. It
has a strong impact on the total retail experience. Among the factors comprising a
customer service strategy are store hours, parking, shopper friendliness of the
store layout, credit acceptance, salespeople, amenities such as gift wrapping, rest
rooms, employee politeness, delivery policies, the time shoppers spend on checkout
lines, and customer follow-up. This list is not all inclusive, and it differs in
terms of the retail strategy undertaken.