The contribution of ¿soft Ps¿ to retained revenue in retailing - Zimuto, Jilson
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Traditionally, people, physical evidence and process (3Ps) have gained widespread acceptance in the services marketing literature. The soft Ps (3Ps) together represent the service and provide the evidence that makes services more tangible. However, these unique soft Ps of services marketing are argued to be within the control of the retail businesses that offer physical products as well. They influence the customer s initial decision to purchase a product, customer s level of satisfaction and repurchase decisions. Retailers are encouraged to rely heavily upon servicescapes, dramaturgy and…mehr

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Produktbeschreibung
Traditionally, people, physical evidence and process (3Ps) have gained widespread acceptance in the services marketing literature. The soft Ps (3Ps) together represent the service and provide the evidence that makes services more tangible. However, these unique soft Ps of services marketing are argued to be within the control of the retail businesses that offer physical products as well. They influence the customer s initial decision to purchase a product, customer s level of satisfaction and repurchase decisions. Retailers are encouraged to rely heavily upon servicescapes, dramaturgy and blueprinting to enhance the provision of product quality to acquire and retain their customers for more revenue.
Autorenporträt
The author is currently a marketing lecturer at Great Zimbabwe University. His areas of interest are Strategic Marketing, Social Marketing, Agribusiness Management and Advertising. He holds a Bachelor of Commerce in Marketing degree with Zimbabwe Open University, Master of Commerce in Marketing Strategy degree with Midlands State University.