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What women want in a relationship (with retail salespeople)

Minahan, Stella and Huddleston, Patricia 2007, What women want in a relationship (with retail salespeople), in Relationship marketing summit : Time to integrate perspectives, summit proceedings, Universidad Torcuato Di Tella, Buenos Aires, Argentina, pp. 1-7.

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Title What women want in a relationship (with retail salespeople)
Author(s) Minahan, Stella
Huddleston, Patricia
Conference name AMA Relationship Marketing SIG – ICRM Conference (2007 : Buenos Aires, Argentina)
Conference location Buenos Aires, Argentina
Conference dates 13-15 Dec. 2007
Title of proceedings Relationship marketing summit : Time to integrate perspectives, summit proceedings
Editor(s) Pels, Jaqueline
Publication date 2007
Conference series American Marketing Association Relationship Marketing Conference
Start page 1
End page 7
Publisher Universidad Torcuato Di Tella
Place of publication Buenos Aires, Argentina
Keyword(s) customer relationships
retailing
staff training
customer loyalty
Summary The purpose of our study was to examine what women shoppers seek in establishing relationships with sales associates and stores. Based on 70+ personal interviews in 4 countries, we found that women seek a variety of relationship types. It is incumbent upon the retailer and sales associates to assess each customer and determine the level and type of interaction each customer is seeking. "One size does not fit all" when it comes to forging relationships with customers.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2007, Universidad Torcuato Di Tella
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008204

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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