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Customer Empowerment and Satisfaction through the Consultative Selling Process in the Retail Industry

Author

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  • Javier Castillo

    (Universidad San Pablo de Guatemala, Guatemala City, Guatemala)

  • Babu George

    (Fort Hays State University, Hays, USA)

Abstract

This article draws insight from the literature to propose a model interlinking key stages in the consultative selling process, customer engagement, and customer satisfaction. It is argued that customer journey should be designed as a process of empowering customers to make the right choices and the role of businesses should be to design and deliver products that meet with needs realized in the consultative process between the business and the customer. Even though this discussion is situated within the context of the retail industry, the findings could possibly be applied in various other customer relationship contexts as well.

Suggested Citation

  • Javier Castillo & Babu George, 2018. "Customer Empowerment and Satisfaction through the Consultative Selling Process in the Retail Industry," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 9(3), pages 34-49, July.
    • Handle: RePEc:igg:jcrmm0:v:9:y:2018:i:3:p:34-49
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