This project delves into Naperville Running Company's service marketing strategies, meticulously analyzing customer interactions, employee actions, and support services. It scrutinizes in-store processes, online transactions, returns, donations, and fittings, showcasing personalized services for a diverse clientele. Identifying influential factors like store layout and the online interface, it highlights critical gaps such as the lack of a website sizing chart and limited size availability. Proposed solutions aim to enhance convenience and satisfaction by addressing these issues. 
Key takeaways emphasize the significance of attention to service details and reinforcing support processes for seamless customer experiences, offering practical implications across industries by stressing the importance of meeting customer needs and optimizing service efficiency for sustained business success.
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