KOREASCHOLAR

ALIGNING IDENTITY AND BEHAVIOR IN LUXURY WATCH RETAIL: UNDERSTANDING THE FRONT REALITY OF SALES STAFF IN LUXURY WATCH BOUTIQUES AS A STARTING POINT

Fabio Duma, Christine Hallier Willi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/314927
Download
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.416-424
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Luxury watch manufacturers open boutiques around the globe. A branded boutique is a promise to customers and much of the responsibility of keeping it weighs on frontline employees. However, not much is known about the “moments of truth” in monobrand boutiques. This study explores the “front reality” of sales staff and besides a theoretical and a managerial contribution provides a critical reflection of the methodological approach.

Keyword
corporate identityluxury brand managementluxury brand strategyluxury servicesservice marketingservice qualitycustomer-contact employeesfrontline employeesbehavioral brandingnon-participant observation
Author
  • Fabio Duma(Zurich University of Applied Sciences, Switzerland)
  • Christine Hallier Willi(Zurich University of Applied Sciences, Switzerland)