Jilson Zimuto

The Contribution of 'soft Ps' to Retained Revenue in Retailing: the Impact of Physical Evidence, People and Process on Retailing Jilson Zimuto

Traditionally, people, physical evidence and process (3Ps) have gained widespread acceptance in the services marketing literature. The soft Ps (3Ps) together represent the service and provide the evidence that makes services more tangible. However, these unique soft Ps of services marketing are argued to be within the control of the retail businesses that offer physical products as well. They influence the customer?s initial decision to purchase a product, customer?s level of satisfaction and repurchase decisions. Retailers are encouraged to rely heavily upon servicescapes, dramaturgy and blueprinting to enhance the provision of product quality to acquire and retain their customers for more revenue.