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

Fabio Duma; Christine Hallier Willi

논문 상세보기

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

Fabio Duma, Christine Hallier Willi

언어ENG
URLhttps://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)

초록

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.

키워드

luxury luxury brand management luxury brand strategy corporate reputation management luxury services experiential luxury service marketing customer-contact employees frontline employees brand behavior behavioral branding service quality

저자

Fabio Duma(Zurich University of Applied Sciences, Swiss)
Christine Hallier Willi(Zurich University of Applied Sciences, Swiss)

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