The Role of the Service Encounter as a Means of Reversing Further High Street Retail Decline

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Author(s): Jason J. Turner (Asia Pacific University of Technology and Innovation, Malaysia)and Toni Corstorphine (Audi, UK)
Copyright: 2020
Pages: 28
Source title: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Source Author(s)/Editor(s): Fabio Musso (University of Urbino Carlo Bo, Italy)and Elena Druica (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-1412-2.ch010

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

This chapter examines customer and retailer perceptions of the decline of the UK High Street and investigates the potential of the service encounter to reverse this decline. UK High Street is in perpetual decline as a result of 3 inter-related factors: the rise in competitor offers from out-of-town retailing and online shopping; rather high business rates; economic uncertainty perpetuated by Brexit. Revisiting interviews conducted in 2013 across 4 Scottish cities with 40 retailers (national chains and independents) and 40 customers ages 18-60 reveals a difference of opinion between retailers and customers. Unlike retailers, the majority of customers thought potential solutions to the decline in the UK High Street lay in combining the appeal of online convenience and choice with the tangibility of the physical store experience.

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The Role of the Service Encounter as a Means of Reversing Further High Street Retail Decline

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