AUGMENTED RETAIL SERVICES - THE LIFETIME VALUE OF AFFECTION

Customer satisfaction is not enough to ensure repeat patronage. Retail ing is being threatened by a host of informative and value/cost altern atives for consumer patronage. We discuss the stages of the retail pat ronage experience and retailers' opportunities to build stove loyalty based on augmented services. These ideas are illustrated, and the fina ncial implications are overviewed. We conclude with several suggestion s for facilitating the retail augmentation process to achieve retail p atronage relationships.