Levels of service in retailing

Retailers may offer services to customers at four levels. These are

(1) Self-service where customers are required to pickup the merchandise from the store,

(2) Self-selection where the customers select the goods but some help is provided by store
personnel,

(3) Limited service where the retailer’s personnel and retailer may provide limited services such as more information and sometimes even credit,

(4) Full service where sales people are ready to assist in every phase of the locate-compare-select process.