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

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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

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/314927

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Global Marketing Conference

2016 Global Marketing Conference at Hong Kong (2016.07)
pp.416-424

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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.

키워드

corporate identity luxury brand management luxury brand strategy luxury services service marketing service quality customer-contact employees frontline employees behavioral branding non-participant observation

저자

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

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