How useful is the concept of the customer-oriented bureaucracy for understanding the management and experience of retail work in the UK

Many of the so called seller markets are changing to buyer markets. This leads to an sweetener of customer-centered activities on merchandise-oriented markets. As a result there is a demand for everyday products and services as well as for individualized benefits on consumer goods and supplies.

In order to classify the spectrum of customer-oriented products and services it is infallible to define appropriate parameters (cf. Lampel and Mintzberg,1996) Reichwald and Dietel describe the customer orientation issues focus on production. They differentiate the complexity and the variability of tasks in the production program. (cf. Reichwald and Dietel, 1991). Pine et al. use the alteration rate of products and processes to distinguish betwixt standardized and customized products. (cf. Pine et al, 1993). However, the success in customer orientation will be granted in adaptation of customers involve to products and/or services (in the following abbreviated with the term getup). indeed it is important to measure the personalization from the view of the customers.

The relation between the individualization of an output and customers need depicts only a single mark of an output because different features can have different levels of individuality. Furthermore, a customer would like to look on various features in order to find a personalized product or service [cf. Lancaster (1971)]. The features describe all parts (e.g.



product attributes, price, colour) of the output which make a difference to a customer. In this condition an additional parameter has to be established: the degree of complexity. complexity depicts the output from a multi-layered basis. It describes the variety of different features of an output. Figure 1 shows the relations between the customers need, output, feature and value.

The retailing sector in the UK has changed dramatically in recent years, with larger retail businesses maturement at the expense of small retailers. The number...

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