Retail Marketing and Sales Performance A Definitive Guide to Optimizing Service Quality and Sales Effectiveness 1st edition by Christoph Preuss 9783658046309 3658046309

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Product details:

• ISBN 10:3658046309 

• ISBN 13:9783658046309

• Author:Christoph Preuss 

 Retail Marketing and Sales Performance
A Definitive Guide to Optimizing Service Quality and Sales Effectiveness
The purpose of this research project is to contribute to effective retail by determining the impacts of the elements of retail marketing interventions on sales performance in franchises and branches. The approach comprises a series of complementary surveys of franchisees, branch managers, shop visitors and customers. This is enriched with secondary data and sector-specific structural detail to determine the direct and mediating effects of retail marketing on sales performance. Through factor analysis results provide evidence that Retail Marketing has a high and positive, direct-structural impact on sales performance. Christoph Preuss contributes to the development of the dichotomy of branch and franchise management by exploring their operational differences. Retailers can exploit retail marketing more effectively if they understand that structural retail marketing parameters make the greatest impact on an outlet’s sales performance.

Retail Marketing and Sales Performance A Definitive Guide to Optimizing Service Quality and Sales Effectiveness 1st Table of contents:

 1 Introduction
1.1 Background and Research Drivers
1.2 The Telecommunications Industry as Research Context
1.3 Company Context and Challenges: Freenet Group and mobilcom-debitel Retail Limited Company
1.3.1 Company Context
1.3.2 Challenges
1.4 Research Aims and Objectives
1.5 Research Design Stages and Thesis Structure
1.6 Methodology and Research Methods
1.7 Contributions
1.7.1 Contribution to Management Practice
1.7.2 Contribution to Theory and Conceptual Development
1.7.3 Contribution to Research Methods
1.8 Summary
2 Retail marketing, concepts and research model
2.1 Introduction
2.2 Retail marketing
2.2.1 Defining retail and internal marketing
2.2.2 Clarifying the relevance of internal marketing
2.2.3 Defining franchising and branch management
2.2.4 Targeting through retail marketing
2.2.5 Managing the elements of retail marketing
2.3 Concepts
2.3.1 Retail marketing and the service profit chain
2.3.2 The loyalty and commitment index
2.3.3 Findings of retail and internal marketing research
2.3.4 Identification of research needs
2.3.5 Deduction of research questions
2.4 Research model
2.4.1 Direct, mediating and moderating effects
2.4.2 Research model: retail marketing, attitude and sales performance
2.4.3 Research questions and associated research hypotheses
2.5 Summary of research questions and associated hypotheses
2.6 Summary
3 Methodology and methods
3.1 Introduction
3.2 Methodological considerations
3.3 Methodological approach
3.4 Methods and research design
3.4.1 Information needs
3.4.2 Approach
3.4.3 Instrument development
3.4.4 Construct measurement
3.4.5 Samples
3.4.6 Implementation
3.4.7 Data management
3.4.8 Validity and reliability
3.4.9 Analysis procedures
3.5 Summary
4 Results
4.1 Introduction
4.2 Overview of measurement concepts, research questions and hypotheses
4.3 Construct profiles
4.3.1 Sales staff survey
4.3.2 Shop visitor suryey
4.3.3 Customer survey
4.4 Research objective 1: relationship between retail marketing and sales penormance
4.4.1 Sales staff
4.4.2 Shop visitors
4.4.3 Customers
4.4.4 Overview of relationship results
4.5 Research objective 2: testing of hypotheses of retail marketing and sales performance
4.5.1 The direct and mediating effects of retail marketing on sales performance
4.5.2 The moderating impact of the sales format on attitude and sales peiformance
4.5.3 Summary of hypotheses testing and research results
4.6 Overview of results
4.7 Summary
5 Discussion of results
5.1 Introduction
5.2 Research objective 1: relationship between retail marketing and sales penormance
5.2.1 Sales staff
5.2.2 Shop visitors
5.2.3 Customers
5.3 Research objective 2: testing of hypotheses on retail marketing and sales performance
5.3.1 The direct and mediating effects of retail marketing on sales performance
5.3.2 The moderating effect of the sales format on attitude and sales performance
5.4 Contributions
5.4.1 Contribution to the practice of management
5.4.2 Contribution to conceptual development
5.4.3 Contribution to research methods
5.5 Research limitations and future research
5.6 Conclusions
6 References
Appendix
Appendix 1
Appendix 2
Appendix 3
Appendix 4

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