The Changing Role of the Branch Office in Supporting Brand Image and Customer Loyalty
Nino DeNicolaDialogue Resource, Inc., United States.
INTRODUCTION
Marketers in virtually all industries are struggling to deal with the sea change in consumer attitudinal and behavioral orientations that has been occasioned by increasingly sophisticated interactive telephone technology and, even more so, by “critical mass” Internet penetration. For companies with a long tradition of service through branch offices, one of the most pressing challenges is how to sort out and restructure the relationship between telephone, online, and branch office service provision so as to maintain, or even...