The key themes of the research done by the authors is that the success of a retail establishment depends upon how realistically it sees itself and how careful it is in understanding its customers and their needs. While there have been previous studies, which have tried to determine the specific "image" that the retail must focus on, this research tries to identify how to evaluate, and how well an establishment satisfies the "images" that customers are looking for.
The construct of evaluating, comes in the form of finding the congruence/incongruence, meaning where both management and customers feel the same way about a variable relating to the establishment. Management ...view middle of the document...
The mangers will know what the retailer needs to work on, in order for customers to have a better experience, they would know what their competitive advantage is, so that they can use that in their promotions to bring in more customers. They would know, what they need to focus less on, since customers are more satisfied in that particular category, management can shift their attention to more pressing matters, areas where both management and the customers feel that the retail establishment must improve one, for example in the study, type 2 attributes.
Point of View on the Article
This research is valuable because of development of the actual construct, as it shows the expectations of the customers regarding a certain aspect of the establishment, and see if management fails to meet it, or exceeds it. The another valuable part of the research is the framework that shows where management and customers feel the same way or do not feel the same way about a particular aspect of the establishment.
These findings can go beyond just evaluating the congruence/incongruence that exists between mangers and customers, but it can also be used for evaluating employees and finding the congruence and incongruence between them and top management. This construct can be used...