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Creating the living brand.

Neeli Bendapudi1, Venkat Bendapudi

  • 1Fisher College of Business, Ohio State University, Columbus, USA. bendapudi_1@cob.osu.edu

Harvard Business Review
|June 3, 2005
PubMed
Summary
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Mass-market retailers can achieve outstanding customer service by training employees to embody brand values. This study identifies six key principles for fostering a strong customer service culture, even in non-luxury brands.

Area of Science:

  • Business Management
  • Retail Operations
  • Organizational Behavior

Background:

  • Conventional wisdom suggests luxury brands exclusively offer superior customer service.
  • Mass-market retailers are often perceived as limited to providing mediocre service.
  • This research challenges that perception by examining successful mass-market retailers.

Purpose of the Study:

  • To investigate how mass-market companies can deliver exceptional customer service.
  • To identify principles that foster a strong customer service culture.
  • To analyze the impact of employee training and brand values on service quality.

Main Methods:

  • In-depth study of the convenience store industry.
  • Focus on two high-performing companies: QuikTrip (QT) and Wawa.

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  • Analysis of company practices related to employee training, brand attachment, and customer loyalty.

    • Main Results:

    • QuikTrip and Wawa exhibit significantly lower employee turnover rates than the retail average.
    • Six core principles contribute to their success: strategic hiring, talent development, brand pride, community building, business context sharing, and meeting employee needs.
    • These principles cultivate outstanding customer-employee interactions and foster customer loyalty.

    Conclusions:

    • Exceptional customer service is attainable for mass-market retailers.
    • Implementing specific cultural and training principles can lead to superior customer experiences.
    • Investing in employees and brand values drives both service quality and business success.