Cathy Parker

Customer satisfaction: contrasting academic and consumers’ interpretations

The term satisfaction is a very important concept in marketing and is central to many definitions. This paper seeks to examine what this term means to the public at large. It explores the various definitions of satisfaction within the literature. The empirical results derive from individuals’ own interpretation and definition of the term satisfaction, as well as evaluation of their definitions. Finds that most people cited several definitions of satisfaction, illustrating that it is a multifaceted concept. The most common interpretations reflect the notion that satisfaction is a feeling which results from a process of evaluating what was received against that expected, the purchase decision itself and/or the fulfilment of needs/wants. It also finds that the particular interpretation is affected by contextual issues, such as whether it is a product or service under consideration. Implications for consumer satisfaction measurement and interpretation are discussed.

An analysis of role adoptions and scripts during customer‐to‐customer encounters

Focuses on customer‐to‐customer interaction between strangers. It begins by reviewing the literature in the field and establishing a number of roles that customers may play while participating in this type of interaction. The study then goes on to measure the frequency of interaction and the propensity of 467 garden centre customers to adopt the roles identified by the literature (namely helpseeker and help providers). From analysis of their responses the authors are able to produce typical role scripts associated with each of the roles identified. These will help those interested in managing and facilitating these potentially valuable interactions and give some structure for future research in the area.

Localisation as a marketing strategy for small retailers

Purpose – Globalisation as a competitive marketing strategy can only offer a limited explanation for the behaviour of organisations. This is particularly applicable in the case of business and marketing strategies for small and medium‐sized organisations in the retail sector. Terms such as “localisation” have been coined by researchers but the concept is yet to receive a valid interpretation as a marketing strategy from the perspective of the small retailer. This paper seeks first, to understand how “localisation” impacts on the business practices and marketing strategy of small retailers in Spain and Scotland. Second, the results should help lessen the gap between the concepts of globalisation and the localisation.Design/methodology/approach – This explorative, comparative qualitative paper explores business practices and marketing strategies by small retail business owners in Seville (Spain) and Perth (UK) and the role of localisation, using three key themes – place, people and promotion.Findings – This...

Diversity in independent retailing: barriers and benefits – the impact of gender

As part of the European Social Fund‐supported Retail Enterprise Network project, which aims to strengthen and support the work of independent retailers and service providers, this paper explores gender‐based differences related to entrepreneurial activities in the UK. The paper looks at differences in motivating factors, personal variables in the make‐up and background of entrepreneurs, as well as in business and structural variables related to the small‐ to medium‐sized enterprises run by men and women. Findings show clear gender‐related differences in terms of educational background, family support and attitudes and ambitions, as well as related to the availability of start‐up capital, networking opportunities and the related maturational variables of turnover, return on investment and growth rates. Discusses current opportunities particular to female entrepreneurs and evaluates the advice and support services specifically targeted at female business owners. This sets the context for developing an agenda for further research and additional demand‐based support measures aimed at this sector in the context of the Retail Enterprise Network.

Extended editorial: place – the trinal frontier

Purpose – The purpose of this Editorial is to introduce the subject of place management and, more specifically, the Journal of Place Management and Development.Design/methodology/approach – The approach is reflective, reflexive and indulgent. The Editorial examines the background to place management and summarises current practical and theoretical interpretations on the subject, that have been written by the JPMD Editorial Board.Findings – The Editorial establishes the breadth of the topic of place management as well as making some tentative predictions about where research in the subject could or should go in the future.Practical implications – The Editorial calls for more joint research between academics and practitioners, to ensure that research is academically grounded but practically relevant.Originality/value – The Editorial is a good introduction to the subject of place management and should be read by academics or practitioners with an interest in the subject.

Learning by Stealth: Introducing Smaller Retailers to the Benefits of Training and Education in Barnet

For many years, education providers and government‐led business support initiatives have tried to penetrate the SME retail sector, to facilitate an improvement in owner/manager skills and business development. In their study of training and support available to the SME sector, Manchester Metropolitan University Business School identify that previous attempts to involve the SME retail sector in education, learning or training have often been too structured, bureaucratic or time‐consuming. In sharp contrast with the experience of others, Barnet College Business Enterprise Department (BCBED) has drawn together a programme of activity that not only is appealing to small retailers, but also meets their needs in terms of business development. Explores the development of the local retail club model and the “learning by stealth” philosophy BCBED have adopted. A more in‐depth understanding of its implementation will enable those who are interested in supporting the SME retail sector to learn from its success.

Towards a healthy high street: developing mentoring schemes for smaller retailers

The small‐ to medium‐sized enterprise (SME) retailing sector in the UK is facing challenging times. In order to help the sector meet these challenges a number of initiatives have been set up primarily with the intention to train, develop and support SME retailers through these times of change. Nevertheless, although a number of schemes exist at the European, national, regional and local levels, their ability to engage with the sector and facilitate change is questionable. Many of the training schemes and advice services are just not perceived by SME retailers to be relevant to their needs. In this paper, we suggest that a practical alternative to many of the structured and formal approaches currently on offer is that of mentoring. By reviewing the literature pertaining to the method and by presenting SME applications of mentoring we develop a framework for mentoring in the SME retail sector.

Towards a healthy high street: identifying skills needs in small independent retailers

This paper details work undertaken to identify and assess the skills needs of small, especially food‐related, independent retailers in the United Kingdom. The paper, part of a European Social Fund (ESF) assisted project: “Towards a healthy high street (II)”, considers the specific skills areas deemed to be lacking at present in the sector. From this, higher‐level learning materials will be developed which relate to the skills areas identified. The prime source of evidence for skills needs identification draws upon research undertaken as part of two previous ESF projects. The key aim of this paper is to combine and articulate the findings from this earlier ESF research with material published by practitioners, academics and government pertaining to the provision of training in this vital sector of the economy. Three key areas upon which to focus training in the sector are explored: “Building and sustaining competitive advantage”, “E‐commerce” and “Retail operations”.

Training the independent retailer: an audit of training needs, materials and systems

The independent retail sector is a sector defined as “at risk” at both the European and national (UK) level. A number of recent initiatives, from benefactors such as the European Social Fund (ESF) and the University for Industry (UfI) have identified training and development of this sector as a priority objective in terms of improving economic prosperity, competitiveness and employability. Seeks to review the training needs and the types of training and development currently available to this sector in terms of materials and learning delivery systems. The purpose of this review is to audit current provision and disseminate the findings for the benefit of educational institutions and training providers who are currently involved, or wish to be involved, in sustaining the independent retail sector through training and development.

Gran Centre Granollers – “city, culture and commerce”

Purpose – Town centre management (TCM) schemes in Spain have generally evolved primarily from a retail perspective, led by small and medium sized (SME) retailers. However, their development has often focused on business goals (e.g. profit, increase in footfall, etc). In doing so, they have often overlooked the very social issues that have embedded retail historically in the socio‐economic matrix of our towns and cities. This paper, adopting a case‐study approach, seeks to re‐address this imbalance by exploring some of the key success factors of Gran Centre Granollers (GCG) – one of Spains most advanced retailer‐led TCM schemes located in Granollers (near Barcelona).Design/methodology/approach – This paper, adopting a case‐study approach, explores some of the key success factors ofGCC..Findings – GCGs visionary motto of “city, culture and commerce” and its inclusive approach to the management of the areas stakeholders have captured the imagination of the towns independent retailers (75 per cent of them...