Factors affecting Customers in the Retail Industry. A Study of Nakumatt Prestige, Nairobi, Kenya

      Аннотация: This book explains Customer Service quality as a task that involves the interaction with customers in person. It requires innovation, creativity and consistence among the service providers. Kwasu defines customer as a person or organization whose need is satisfied by an organization’s product/service at a particular time. The Author explains that Customers basically want satisfaction of an existing need within their financial parameters when they make a decision to buy anything. Product Providers have the challenge of the customer’s need and making the product/service to be perceived as meeting customer’s needs. The Author gives the importance for an organization to find out customer’s needs before it develops appropriate products/service. It is possible for an organization to meet customer’s expectations at the time of making the initial sale. However, with time, customer’s needs may change or the standards or service of the organization may fall. This book is very resourceful handbook to undergraduate and postgraduate. The lecturers who deal with business management will also find this book very helpful.

Ключевые слова: Marketing, organization, Innovation, Standards, Customer, Service Providers, SALE, Loyalty Program, financial parameters, Product Providers, Dynamic customer