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Bridging Sales and Services Quality Functions in Retailing of High Technology Consumer Products

  • Rajagopal

    ()

    (Tecnológico de Monterrey, Campus Ciudad de México)

High technology product sales are positively associated with performance of retailers and distributors in terms of customer service quality, growth in sales and increase in market share. This paper aims at analyzing the impact of retail sales strategies and performance of customer services on customer acquisition, retention and sales growth of high technology consumer products of the high technology consumer products retailers and distributors in Mexico. This paper discusses the triadic relationship of customer- retailer-distributor in the high technology consumer products market segment in reference to the SERVQUAL factors which establish services quality encompassing tangibility, responsiveness, trust, accuracy and empathy. Results of the study reveal that the customers perceive better quality of the relationship in a given frame of functions that are performed effectively by the distributor lowering the extent of conflicts thereof. The discussions in the paper argue that high conformance of quality services delivered by the distributors and value added customer relationship is instrumental for retailers in acquiring new customers and retaining existing customer by augmenting the customer life time value.

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File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2008-04-MKT.pdf
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Paper provided by Tecnológico de Monterrey, Campus Ciudad de México in its series Marketing Working Papers with number 2008-04-MKT.

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Date of creation: Sep 2008
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Handle: RePEc:ega:wpaper:200804
Contact details of provider: Web page: http://www.ccm.itesm.mx/egap/
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