ROGE - Pune 2011 - The Academy of Business and Retail ...

International Conference on the Restructuring of the Global Economy, PUNE 1-2 February, 2011
Price/Quality perception
As organized is still nascent in India, substantial uniqueness was not observed for any
store, however it was clear that there was difference on many aspects on how the
stores were positioned. The results can be used by retailers to understand their image
on various dimensions relative to competition. The methods developed during the
study are useful for retailers to track positioning success of their stores vis a vis
competition on a on-going basis.
II.
Do you Sway with the Music Effect of Store Atmoshpherics on Product Selection.
Mohamed Sabir, Sabir Salam and Joshy Joseph, Indian Institute of Management
Kozhikode, India.
Abstract
Store environment influences the mood of a person, which will in turn
influence his/her behavior (Donovan, Rossiter, Marcoolyn and Nesdale 1994). Store
environment consists of elements such as music, color, temperature and store layout
(Donovan and Rossiter, 1982). Extant Literature is rich with studies on the influence of
environmental elements on consumer behavior, in particular, the influence of music on
consumer behavior. Congruence between the type of music played in a retail store and
the sales of certain products that have some commonalities with the music have been
studied previously. North, Hargreaves, and Mc Kendrick (1999) found that customers
bought French wine when French music was played and German wine when German
music was played in a supermarket. Bogomolny (2003) reports Prof. Ronald
Milliman’s observation that fast songs helped restaurant turnovers and diners ordered
more drinks when medium-tempo music was played. Recently, Yeoh and North (2009)
observed congruence between the cultural backgrounds of music played in retail
stores and that of the products chosen while shopping. Thus we find a general
agreement among researchers that music that corresponds to the attributes of certain
products can influence the selection of those products.
III.
Relationship Management –Its Importance to the Hotel Industry
P. Rajshekhar, Welcomgroup Graduate School of Hotel Administration, Manipal,
India.
Abstract
Relationship Management relates to all aspects of interaction a business
enterprise has with its customer in sales or service related issues. It includes all
processes that impact customer loyalty, service delivery and quality management.
Customer relationship management has become all the more important to the hotels
these days due to two factors (1) Increased expectations of the customers/guests , (2)
Competition amongst various hotels lead to copying of technology and facilities that
they provide, so only thing that makes a difference to customers is how good you in
maintaining the relationship to retain their loyalty. The objectives of this paper is to
review the existing literature on relationship management and suggest certain
measures to increase their effectiveness.