Quality cues and retail target market strategy: a conjoint‐based application

Abstract

Offering higher quality is a strategy which has been demonstrated to be instrumental in improving performance for many firms. Retail service customers, at the decision‐making stage, tend to form expectations about the service quality they will receive from cues which are available to them. Presents a methodology for identifying service quality cues, isolating the cues most important to consumers, helping retailers to segment customers on the basis of quality cues, and determining which cues should be promoted to lure competitors′ customers.