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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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.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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