DISSERTATION MID REVIEW

PRESENTED BY:
NAINA SETH
A1802013033
MBA-IB
SECTION D

HIGH VS LOW PERSONALIZED

CUSTOMER SERVICE IN STORE
ENVIRONMENT AND THEIR IMPACT ON
STORE IMAGE

INTRODUCTION
Personalization is defined, as "the ability to

provide content and services tailored to

individuals based on knowledge about their
preferences and behavior.

CONCEPTUAL FRAMEWORK

Customers who feel they are treated as individuals are more

satisfied with their experience and more inclined to remain loyal.

Loyal customers buy more, purchase more often, cost less to
serve, and have higher retention rates.
No doubt personalized customer service increases customer
loyalty, and customer loyalty has a direct impact on the image of
any given store.
However, there is a line between being personal and being
intrusive. In this report we will focus on finding that line.
Does personalized customer service mean that the contact
center agents need to know my hobbies and favorite color to
have personal conversations and to make me feel like a valued
customer? I don't think so. Even if I might share those things in
social media, I would not like companies to openly use that
information that would feel like spying, not like service.

REVIEW OF LITERATURE
Defining customer service for a retailer by

Levy and Weitz.

(customer service is an activity that increase
the value. Customer service is identifiable,
but sometimes intangible, activities
undertaken by a retailer in conjunction with
the basic goods and services it sells)
Study of customer service by pettigrew
(Customer service is defined as service that
support the provision of the company s core
products)

Personalization is defined, among others, as "the ability to

provide content and services tailored to individuals based

on knowledge about their preferences and behavior" and
"the use of technology and customer information to tailor
electronic commerce interactions between a business and
each individual customer ( Adomavicius, and A Tuzhilin, ")
A V. Bodapati, "Recommendation systems with purchase
data, " Journal of Marketing Research, " vol. 45, pp. 77-93,
2008.
H. Salomann, M. Dous, L. Kolbe, and W. Brenner,
"Rejuvenating customer management: How to make
knowledge for, from and about customers work, European
Management Journal, vol. 23, pp. 392-403, 2005.
K. B. Murray, and G. Haubl, "Personalization without
interrogation: Towards more eflective interactions between
consumers and featurebased recommendation agents, "
Journal of Interactive Marketing, vol. 23,pp. 138-146, 2009.

OBJECTIVES
To establish a relationship between HIGH

TOUCH vs LOW TOUCH personalized

customer service.
To analyze impact of degree of
personalization of customer service and
their impact on store image.

RESEARCH METHODOLOGY
STUDY:

Correlational research
Questionnaire research
DESIGN:
Quantitative research method

SAMPLE
Sampling technique: Convenience sampling.
s ampling size: 100 units.
Sampling frame: Prospective customers.
TOOLS

FOR DATA COLLECTION

Questionnaire
Semantic differential scale

FOR DATA ANALYSIS

Graphical representations.
Semantic differential analysis.

THANK YOU