Retail Employment

Retail textbooks stress the importance of service provision. The customer's perceptions of retail organisations are not established by head office or external marketing activity. Images may be enhanced, and misconceptions addressed through actions such as advertising campaigns, but the day-to-day contact that customers have with store personnel will fundamentally affect the customer's attitude toward the retail outlet. The lack of data in the area of retail employment has considerable implications for research in retailing and analysis of retail development. This volume includes 12 articles concerned with retail employment in terms of gender, operation, labour markets, training and the use of part-time employees. The research methods employed by the researchers indicate the variety of research issues and the reliability of information.