Creating retail customer experience through distribution of decision authority between headquarters and stores

• Kosuge Ryusuke

  Graduate School of Management, Ritsumeikan University

• Shiu Jing-Ming

  Department of Business Administration, National Cheng Kung University

抄録

Even when customers are satisfied, they could be having experiences not intended by the company. By comparing dyad relationships between headquarters and stores of a Japanese auto dealer company, this paper examines how decision authority on touchpoints should be distributed to create a superior customer experience. Overall, decision authority was distributed towards stores; however, two stores known for high-quality customer experiences had headquarters exercise decision authority on brand promotion touchpoints. Further, these two stores adapted interpersonal touchpoints to brand promotion touchpoints created by headquarters. In short, from a brand perspective, it is desirable to differentiate decision authority while achieving consistency between touchpoints.

収録刊行物

• Annals of Business Administrative Science

  Annals of Business Administrative Science 18 (3), 113-121, 2019-06-15

  特定非営利活動法人 グローバルビジネスリサーチセンター

キーワード

• touchpoints
• decision authority
• automobile retail

詳細情報

• CRID: 1390845713076328704
• NII論文ID: 130007663777
• DOI: 10.7880/abas.0190325a
• ISSN: 13474456
• ISSN: 13474464
• Web Site: https://www.jstage.jst.go.jp/article/abas/18/3/18_0190325a/_pdf
• 本文言語コード: en
• データソース種別:
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