Abstract
The authors propose that the semantic differential, an attitudinal scaling device, be employed by retailers and consumer service institutions to identify factors underlying consumer patronage decisions. Three specific areas of application described are (1) just prior to opening a new store, (2) shortly after a new store has opened, and (3) once a store has reached a stage of relative maturity. Emphasis throughout is on the operational implications of information produced by application of the semantic differential.
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