Gaining Customer Satisfaction Through the Empowerment of Service Personnel in Retailing Organizations

  • Stefan Dahle


Staff with direct contact to clients form the key interface between customers and retailing organizations. Customer expectations and company performance come into contact at the point of sale, and the result of this interaction determines the level of customer satisfaction and the associated degree of retention of the client. This is why service personnel are at the heart of diverse efforts to increase satisfaction and retain customers. This chapter uses the innovative German trading company DM-DROGERIEMARKT as an example of how empowerment can be used to create the necessary conditions for getting employees to behave in a customer-oriented manner. The chapter demonstrates that in-depth assimilation of transaction skills and delegation of responsibility can motivate and empower employees to play a successful part in the optimal satisfaction of customer wishes. “Empowerment isn’t magic. It consists of a few simple steps and a lot of ‘persistence’.” Blanchard, Carlos & Randolph (1996)


Customer Satisfaction Customer Orientation Corporate Culture Retail Trade Service Personnel 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2000

Authors and Affiliations

  • Stefan Dahle
    • 1
  1. 1.HanoverGermany

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