KOREASCHOLAR

CULTIVATING CORPORATE REPUTATION FROM THE BOTTOM: EVALUATION OF SERVICE ENCOUNTER MANAGEMENT IN LUXURY WATCH MONOBRAND BOUTIQUES

Fabio Duma, Christine Hallier Willi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298824
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.793-797
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Attitude and ability of frontline employees in customer interaction influence company reputation. Since respective theory is scarce, this paper – based on a qualitative interview study – presents an examination of the status quo of the topic in luxury watch retail. Theories of service quality, identity and impression management are briefly addressed.

Keyword
luxuryluxury brand managementluxury brand strategycorporate reputation managementluxury servicesexperiential luxuryservice marketingcustomer-contact employeesfrontline employeesbrand behaviorbehavioral brandingservice quality
Author
  • Fabio Duma(Zurich University of Applied Sciences, Swiss)
  • Christine Hallier Willi(Zurich University of Applied Sciences, Swiss)