Customer Value at the Men's Warehouse

THE CREATION OF CUSTOMER VALUE AT THE MEN'S WAREHOUSE

This research considers the creation of customer values at The Men's Warehouse company. The creation of customer values at the company are considered in two contexts. First, customer values now being created at the firm are identified. Second, additional customer values that could be developed at the firm are proposed.

The creation of customer values at The Men's Warehouse company is considered within the spheres of (1) product characteristics, (2) marketing systems, and (3) The Men's Warehouse employees (the company's people). Customer value in these contexts is defined as something of value to the customer that will cause the customer to be a repeat shopper at the company.

Customer Values Now Being Created At

Customer values now being created at The Men's Warehouse company are identified in this discussion. These values are considered in the spheres of (1) product characteristics, (2) marketing systems, and (3) The Men's Warehouse employees (the company's people).

Product Characteristics A product is defined as anything offered for exchange to another person or company including physical objects, services, places, organizations, and ideas (Murphy and Enis, 1990, pp. 3, 24). Consumers typically recognize five distinctive product characteristicsquality level, features, styling, brand name, and packaging (Kotler, 1991, pp. 157158). Depending upon the type of product involved

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maintains an official open door policy that provides true access to higher level managers in the organization. These policies and actions provide strong motivation to perform well for the sales persons at The Men's Warehouse stores. This strong motivation translates into superior customer service, and creates significant value for the customers of The Men's Warehouse stores. A successful sales program also depends upon the stability of a sales force. The obvious solution to this problem is the development of organizational commitment on the part of individual sales persons. The relevant question, however, is how best to develop such a commitment. One solution to this problem is found in the actions of store managers. Both leadership behaviors and motivations within organizations exert significant impacts on the quality of the superiorsubordinate relationships within an organization. Superiorsubordinate relationships within an organization are often defined by communications. Poor interpersonal communications may lead to the development of organizational conflict. Both the solicitation of employee opinions and the open door policy at The Men's Warehouse company contribute to the highly effective superiorsubordinate commun

Category: Business - C