Service marketing - Essay Example

Over the years several researches have been conducted in order to have a better understanding of service marketing. Many of these researches are published in the ‘Journal of Service Marketing’. This report presents three research reports on service marketing. Each of them is published in ‘Journal of Service Marketing’. The report provides a comprehensive outline of all the important theories and analysis that are given in the three research reports. This report is made for the marketing manager of Wal-Mart.

Titles of the three journals are ‘Push, scream, or leave: how do consumers cope with crowded retail stores?’, ‘Consumer perceptions of internet-based e-retailing: an empirical research in Hong Kong’ and ‘Services marketing in a cross-cultural environment: the case of Egypt’. These three papers are chosen because they are directly related to the retail sector. The researches and the results that are stated in these three papers are expected to help the marketing manager of Wal-Mart to make more effective decisions in future.

The research paper titled ‘Push, scream, or leave: how do consumers cope with crowded retail stores?’ is written by Anita Whiting who is from Clayton State University in USA. This report deals with the increasing problem of ‘crowding’ in retail stores. Heavy crowd in retail stores is a persistent problem for both retailers as well as consumers. Consumers are often stressed and frustrated due to heavy crowd in the store. Crowding badly affects the satisfaction level of the consumers. It reduces the time that is spent by the consumer in the store.

Re patronage intentions of the consumers are also affected by the crowding. Business organisations can minimize the negative impacts of crowding by understanding the strategies implemented by the consumers to cope with the environment of a crowded retail shop. There