ANGELES UNIVERSITY FOUNDATION

GRADUATE SCHOOL
Master in Business Administration

Retail Management
Module 6. Activity: Customer Service in Retailing

Name of student:
Course and Year:

1. What services do retailers offer customers?

There are many services that retailer can offer to customers, and these are
helping customers choose or find that meet their needs, providing accurate and
detailed information about products, assisting customers with ordering and
purchasing, resolving issues related to products or services.

2. What activities do retailers have to undertake to provide high quality customer service?
Retailers need to invest in regular training and development program for their
employees for their employees to enhance their customer service skills. Retailer
should also hire employees who have customer-centric mindset and the ability to
communicate effectively with customers. Retailers should ensure that their store
are clean, organized, and well-maintained.

3. How can customer service build a competitive advantage?

Customer service can build a competitive advantage for a retailer by driving
customer retention, brand differentiation, customer acquisition, increased sales
and revenue, customer feedback-driven improvement, and customer relationship
building. Retailers that prioritize providing high-quality customer service can
create a positive impact on customer satisfaction, loyalty, and advocacy, leading
to a competitive edge in the market.

4. How do customers evaluate a retail service?

Customers asses the quality of the product or services offered by a retailer. They
evaluate the level of customer service provided by a retailer. They evaluate the pricing
offered by a retailer in comparison to the perceived value they received. Customers have
different priorities and preference when evaluating a retail services, and their evaluation
may be subjective.
 5. How can retailers recover from service failure?
The way retailers handle service failure can significantly impact customer satisfaction,
loyalty, and retention. Retailers should acknowledge the service failure and apologize to
the customers. They also need to listen to the customer’s complaints, concerns, and
feedback, and strive to understand the root cause of the service failure. Retailers can
demonstrate their commitment to customer satisfaction and loyalty, and turn a negative
experience into a positive one, potentially even strengthening the customer relationship
in the process.

Customer complaint situations question:

1. Did the employee collect information about the situation?

Yes, because we need to learn and improve about what is need to improve their
services.
2. Was this information used to resolve the complaints?
Yes, because by the complaints of the customers we’ll know what’s the problem that we
need to resolve.
3. Did the customer have some influence over the outcome?
Yes, because they provide feedback, making specific requests or demands, or choosing
between competing options.