Engaging Retail Customers Through Service and Systems Marketing: Insights for Community Pharmacy Stores
This chapter highlights the need for and the directions of a rethinking of the approach to Retail Marketing to overcome the limitations of a view that can fail in effectively engaging customers in the relationship with retailers, as they are still excessively focused on the ‘structural' elements of the service offering. Many physical stores, in particular, show what can be called the ‘paradox' of a Goods-Dominant Logic in the service offering.