The quality of trade services, as a characteristic of the activity of an individual enterprise, is evaluated by a system of indicators. Figure 2 shows a recommended scorecard that allows you to give both comprehensive assessment the quality of trade service, as well as its individual elements.

Figure 1 - The system of indicators of the quality of trade services

The first indicator - the stability and breadth of the range of goods - is one of the main ones. The buyer comes to the store, knowing in advance what product he needs, after familiarizing himself with the set of goods (types, varieties), he satisfies his needs (subject to the stability and completeness of the assortment of goods in the store).

When forming the assortment of food products, it is recommended to comply with the assortment list established for the store, ensure the breadth and stability of the intra-group assortment, the interchangeability and complexity of the choice and purchase of goods, taking into account the population within the service radius, volumes, seasonality of demand and other factors. In a store it is impossible, and it is not economically feasible to ensure the availability of the entire commercial assortment of goods. Therefore, for each type of store, an optimal assortment of goods should be formed, allowing you to create best conditions customers to purchase goods. Experience shows that the population prefers to visit stores that provide it with the widest range of goods, located along the path of consumer flows. Foodstuffs, as a rule, are acquired on the way of the buyer home. This circumstance must be taken into account when determining the assortment list in stores of various specializations.

It should be concluded that the time spent by the buyer to purchase the necessary goods largely depends on the stability and breadth of the assortment. The completeness and stability of the assortment contributes to the popularity of the store, the growth of sales, gross income and profit.

The second indicator - compliance with customer service technology - characterizes the compliance of the actual service technology with the one provided for the store according to the type, standard, license, etc.

Service technology has an impact on the time spent by customers on the purchase of purchases in a particular store. The fundamental requirements of a rational technology of trade service are: the timeliness of acceptance of goods, the thoroughness of preparing them for sale, the rationality of placement in accordance with the characteristics of the goods, the replenishment of the inventory in accordance with the demand of buyers, compliance with the conditions for storing and selling goods, organizing the delivery of goods to the buyer.

The third indicator - consumption costs - reflects the time spent by the buyer on the purchase of goods. They can be classified as follows: the time spent on the road to the store and back (related to the location and specialization of stores); the time spent on re-visiting the store or visiting several stores in the absence of the necessary goods (depending on the breadth and stability of the assortment in the store); time spent waiting, getting acquainted with the goods in the store and selecting them; payment for the purchase and receipt of the selected product. In a particular store, the time spent by buyers depends on the length of service waiting, adherence to the store's working hours, the availability of goods, the organization of trade and technological processes, the organization of the work of sellers, cashiers and other categories of workers. The wider the range, the more time it takes to familiarize and select a product. However, as we study technical means advertising and organizational forms product display, as well as improving the quality of consultations, the time spent on choosing a product is reduced. The buyer is not indifferent to how much time he spent on the purchase necessary goods. A bunch of conflict situations occurs due to the long stay of buyers in queues. Studies show that people who are in line for more than five minutes become irritable, and those who do not have time to spare leave the store without making the right purchase. As a result, the buyer loses time and the store loses income, which reduces the profitability of the store. The introduction of progressive methods of sale, the improvement of information and advertising contribute to a significant reduction in the time buyers spend on purchasing goods.

The fourth indicator - the activity of selling goods, the professional skills of employees serving customers - cannot be characterized by some kind of numerical meter. Here it is necessary to evaluate the seller's knowledge of the product, its usefulness; knowledge of the rules for the operation of goods and methods of consumption; a subtle understanding of the psychology of buyers; the art of displaying and offering goods; the ability to advertise a product and offer related and interchangeable products; service speed; courtesy and respect towards the buyer.

The fifth indicator - the organization of trade advertising and information - helps the buyer to choose a product or service, navigate the trading floor. Advertising has an educational character, since under its influence the buyer chooses a product, considering it to be reliable, and the product to be of high quality. Information about the rules for the sale of goods, their placement, prices, usefulness, obtaining the necessary advice for the buyer helps the buyer not only in choosing goods, but also helps to reduce consumption costs.

The sixth indicator - the provision of services to buyers - characterizes the types of services offered to the buyer, their volume and quality, according to buyers.

The seventh indicator - the completion of the purchase - is due to all the previous indicators and most directly depends on them, this indicator is determined by the coefficient of completion of the purchase.

The completion of the purchase largely depends on the observance of service technology, the speed and quality of service, professional excellence sellers, advertising activity (information). To determine this indicator, it is necessary to conduct selective studies of trade services using such means as customer surveys, momentary observations of the service process, interviews with employees of the trading floor, etc.

The eighth indicator is the quality of work of employees commercial enterprise according to buyers - is generalizing and reflects the opinion of buyers about the level of service. The quality of labor depends on the quality of training of store employees, the organization of labor, the clarity of the definition of functions performed by various categories of workers, the mechanization and automation of working conditions, the organization internal control for the activities of workers of mass professions. Evaluation is carried out by customer surveys, the frequency of which is determined by the type of store and the purpose of the survey.

Each indicator has a certain significance, characterized by the corresponding coefficient, and the quality of service as a whole is determined by the value of the generalizing indicator (the sum of the coefficients). The significance of indicators corresponds to the order of their reduction, and the numerical value of the coefficients is established and specified in a trading company, organization, enterprise.

Thus, the results of these indicators are used to further stimulate sales volumes in the store, providing a high level of sales service to customers, as well as to search for reserves aimed at further development trading enterprise and increasing competitiveness.

Also, the quality of customer service in stores can be determined by such indicators as:

• - sustainability of the product range;
• - introduction modern methods sales of goods;
• - rendering additional services;
• - time spent waiting for service;
• - completion of the purchase;
• - the quality of work of the store staff;
• - culture of trade service, according to buyers.

According to the first method, the value of the generalizing coefficient is calculated by the following formula:

where: K y - coefficient of stability of the assortment

K d - coefficient of additional customer service

K o - coefficient of time spent waiting for service

K m is the coefficient of customer opinion about the quality of service.

A generalizing coefficient of 0.901 or more indicates a high level of customer service; the value of the indicator from 0.701 to 0.900 - the average level; the value of the indicator from 0.700 and below determines the low quality of customer service.

According to the second method, the generalizing coefficient is calculated according to the following formula:

where: K U - coefficient of stability of the assortment of goods;

K B - coefficient of introduction of progressive forms of sale of goods (there are no progressive forms of sale in this store. So Kv = 0);

K D - coefficient of additional customer service;

K O - coefficient of time spent waiting for service;

And Z - the coefficient of completion of the purchase;

K T - the coefficient of labor quality of the store team (calculated by the formula:

K M - coefficient of culture of service, according to buyers.

Federal State Educational Institution

Secondary vocational education

Omsk College of Trade, Economics and Service

Course work

Trade service quality

Completed by: student gr. 328 TP

Specialty 080402 Merchandising

Shantina Ksenia Sergeevna

Head: teacher

Yakovenko Tatyana Vladimirovna

1. Theoretical basis trade service

1 The concept and indicators of the quality of trade services

3 Regulatory support for the quality of trade services

The level of quality of trade services in the trading enterprise "Astor"

1 Characteristics of the trading enterprise "Astor"

2 Analysis of the quality of trade services in the trading enterprise "Astor"

Conclusion

Bibliographic list

Introduction

In the conditions of market relations that have developed in our country in recent years, the process of commercial customer service becomes the most important object of control and economic analysis at trade enterprises.

One of the main indicators characterizing the customer service process is the level of trade service quality. The management of the process of customer service in the store occupies one of the leading places in the complex of management of a trade organization. Much attention should be paid to the implementation of this function due to its high importance in ensuring the development of a trading enterprise and increasing the efficiency of its activities, since, first of all, ensuring high level trade services for customers in stores is one of the most effective forms of participation of a trade enterprise in competition in the consumer market, the formation of its competitive advantage.

The level of quality of trade services is an indicator of the quality of the functioning of the service system at a trade enterprise. The system of service in trade is understood as a set of methods and means of various nature implemented at a trade enterprise that ensure the satisfaction of the needs of buyers in goods and services of acceptable quality and in an acceptable time.

The relevance lies in the fact that the level of quality of trade services is an important factor in the competitiveness of a trade enterprise in the conditions of market relations.

The object of this research term paper is a trading service.

The subject of the study is the quality of trade services for Astor CJSC.

The purpose of this course work is to analyze the quality of commercial services in the enterprise.

To achieve this goal, the following tasks were set:

¾ study the indicators of the quality of trade services;

¾ to study the culture of service as one of the indicators of the quality of trade services;

¾ analyze the level of quality of trade services at a trade enterprise.

When performing the course work, the following research methods were used: observation method, analysis, survey, questioning.

1.Theoretical foundations of trade service

1 The concept and indicators of the quality of trade services

Trade service is, on the one hand, customer service, the provision of services directly directed from person to person; on the other hand, it is a service of a material nature, which is not aimed at a person, but at the movement of objects (goods) and indirectly affects the population as consumers in general and specifically for each individual person. [4, p. 162 ]

Indicators that determine the level of quality of trade services [5, p. 103 - 105 ]:

1.The presence in the store of a wide and stable assortment of goods that ensures the satisfaction of the demand of the customer contingents served. The main intention of buyers associated with visiting a store is to satisfy the demand for goods of specific groups, determined by the framework of the corresponding form of product specialization of this store. Ensuring a wide choice of products that take into account the specific needs of the customer contingents served is an important condition for meeting their demand and is considered by them as the main condition for a high level of their service. For regular customers of this store, the stability of the assortment also plays an important role, guaranteeing a constant opportunity to make a purchase. The presence of a wide and sustainable range of goods in the store should be considered a priority element in providing a high level of customer service.

2.The use of progressive methods of selling goods in the store, providing the greatest convenience and minimizing the time spent on shopping. If the necessary goods are available for sale, the essence of the basic requirements of buyers for the level of trade service is that, with the greatest convenience and minimal cost time to buy them. When organizing the service process, you should know the most important psychological feature behavior of the buyer - he can spend quite a long time examining and choosing goods (he should not be limited in this), but he is annoyed by even slight losses of time in queues while waiting for the goods to be inspected, selected, paid for the purchase and received. The widespread use in the store of progressive methods of selling goods that correspond to their specifics allows minimizing the time spent by customers on making purchases. This element should be considered as the most important in the system of providing a high level of customer service.

.Providing customers with additional trading services. The formation of a system of such services that accompany the process of purchasing goods, as well as after-sales service for customers, ensures the satisfaction of their demand for services in combination with the demand for goods. This is an important condition for the formation of a high level of trading service and the corresponding preferences of buyers.

4.Widespread use of in-store advertising. These tools increase consumer awareness, help shape new directions for their demand for goods and trade services, and save time in purchasing goods.

5.High professional qualification of the personnel directly carrying out the process of customer service in the sales area. Almost no purchase of goods in the store (with the exception of cases of using vending machines) is carried out without direct contact between the buyer and the staff. Communication between the buyer and the store staff (primarily with salespeople, cashiers, controllers, cashiers, administrators of the trading floor) takes place in the process of choosing goods, paying for them, packing the purchase, etc. High professionalism of the staff, their attentive and polite communication with customers , neat appearance are important conditions for the realization of buyers' intentions and the creation of a favorable psychological climate in the process of trading services.

6.Full compliance established rules sale of goods and the procedure for trading in the store. Legislatively provided by the state protection of the rights of buyers is reflected in the regulatory requirements approved government bodies rules of sale and the procedure for carrying out trading activities. Full compliance with these normative documents forms guaranteed required level customer service in the store, i.e., is considered as the minimum standard for this service. Violation of these regulatory requirements is unacceptable for a trading company that cares about its image.

2 Customer service culture as one of the quality indicators

Quality Trade Service Buyer

The service culture is organizational culture, aimed at serving customers based on the development of certain rules, procedures, practical skills and abilities. For buyers in shopping room its influence begins with the smile of the seller, with the cleanliness and order, with the abundance of goods in the store. The buyer is pleased when a beautiful exterior and interior is created for him, additional services are organized, etc. All this does not arise suddenly, but as a result of long and hard work. [10, p. 154 ]

The culture of service is dictated by the policy of the enterprise, supported by the personnel incentive system and a number of other measures. Today, the understanding of service culture in the narrow sense is widespread, as a set of rules of courtesy, sensitivity, competence, availability of personnel for customers, the level of skill of employees, comfort, aesthetics of service provision, etc. (ethics of behavior), however, this concept should be considered much broader in all its states and in the manifestation of all its elements.

Culture - from lat. cultivation, education, processing. It is generally accepted that culture is divided into material and spiritual, so culture includes a combination of material and spiritual goods and values, as well as ways of human activity to create and use them. [8, p. 86 ]

Service culture is an integral part of the general culture of society, and it should be considered as a certain level of development of the trade service process, which is expressed in psychological, ethical, aesthetic, organizational, technical and other aspects. It is produced by every company. The manifestation of a high service culture is determined through the behavior of the staff, who clearly knows how to act in any situation, and what buyers and management expect from him.

The culture of sales service is part of a broader complex concept- "trade service" and is closely related to such concepts as "quality of trade service", "trade culture", "level of service". These concepts are based on concern for the buyer, who should be able to purchase everything necessary in the trade with the least amount of time and the greatest convenience. [eleven . p.134 ]

The quality of trade services is completely dependent on the achieved level of production of consumer goods in the country and the resources available to satisfy it and is expressed in the quantity and quality of goods, the conditions for their purchase, the time spent by buyers and the quality of services, the culture of service. The culture of trade service is determined by the degree of development of progressive forms and methods of sale, the quality of the conditions created for buyers, the quality of trade service management, skillfully presented advertising and information, the professionalism of personnel, the fulfillment of duties by sellers, the culture of communication, and the organization of studying demand. [8, p. 102-103 ]

The main condition for a high culture of trade services is the constant availability of all goods necessary for the population. The growth of the material well-being of the people and their purchasing power makes it necessary to expand the assortment and improve the quality of goods.

1.3 Regulatory support for the quality of trade services

A generally accepted document confirming the quality of trade services is a certificate. The certificate certifies that the product meets a certain quality standard or other normative and technical document.

Law Russian Federation"On Protection of Consumer Rights" regulates relations in the field of consumer protection, establishes the rights and obligations of the manufacturer in the field of establishing the service life, shelf life of the goods, as well as the warranty period for the goods (Appendix 1).

Regulatory documents are documents that contain rules, general principles and characteristics that are relevant to certain activities or their results and are available to a wide range of users. First of all, these documents include the so-called standards.

The trade service quality assurance system is based on standardization. Mandatory quality requirements are included in state standards Russian Federation - standards for products and services.

2. The level of quality of the trade in the trade enterprise "Astor"

1 Characteristics of the trade enterprise CJSC Astor

Trading activity Supermarkets of CJSC "Astor" is carried out to meet the needs of all social strata of the population. The trading company carries out its activities in accordance with the charter. Currently, the network has 15 stores and large-scale own production. The organizational management structure of CJSC "Astor" is a linear-functional structure of the organization's management, built on the basis of a functional organization of services. All employees of the trading enterprise work according to their job description and work schedule. Supermarkets "Astor" provide a range of various trade services in order to create convenience for customers, improve the culture of serving the population:

1.Services to assist in making a purchase when using it: receiving and fulfilling orders for goods, packaging goods, picking and improving packaging.

2.Services for the creation of conveniences for buyers: reception, storage of things of the buyer; information and consulting services: providing information about goods and their manufacturers, conducting advertising presentations of goods (showing goods, tasting food products).

The trading enterprise CJSC Astor, located at 63, Krasny Put Street, operates around the clock, without lunch breaks and days off. The area of ​​the trading floor of the supermarket "Astor" is 480 m ², has a mixed layout. Legal form- closed Joint-Stock Company.

Mission. “In ASTOR stores, we must provide the consumer with high-quality goods and services for affordable prices. We do not focus on cheapness, but we care about reducing the cost and costs that affect the final price. We are convinced that not only the goods should be of high quality, but also the assortment, service, level of interiors and staff qualifications. We strive to give the buyer the opportunity to purchase all the products necessary for the household in one place with maximum comfort and good mood. One of the advantages of our stores is their convenient location.”

The long-term goal of this enterprise is to become the leader in the format of supermarkets in Omsk in terms of market share.

History of creation. Closed Joint Stock Company "ASTOR".

The company opened its very first store in 1997. In 2002, the first self-service store was opened. The first store of the Astor chain was the store on the street. Lenin. It opened on April 29, 2004. This store has a very rich story. It used to be called store number 402 and it opened in August 1965. Later it was called "Sunrise". This store has a very friendly staff. When the store moves to new system self-service, many remained to work and are doing their job perfectly so far. Head of the team since March 2005. Savchina Natalya Nikolaevna. Director - with rich experience in trade.

Some Astor stores have a long history of working in the self-service format.

Evaluation of the quality of trade services on the example of the store "Secretoria"

General organizational and technological characteristics of the enterprise

The company "Secretoria" exists in the market of Orenburg since 2001. The company provides complete complex solutions in the field of stationery and office products at the best price. Being an industry expert with many years of experience in the market, "Secretoria" specializes in the sale and supply of high-quality stationery, and also provides a wide range of printing and printing services: refilling cartridges, laminating, making stamps and business cards. The company works with both retail and corporate clients. Now the company "Secretoria" - 70 professional employees in the field of supply and sales of stationery and printing, 5 retail stores in Orenburg, wholesale department, department of municipal orders, department for providing corporate clients, a warehouse with products for more than 500 sq. m. The company has own production for the implementation of operational printing, the manufacture of stamp products. Secretory stores exclusively present famous brands office supplies -- Zebra, Leitz, Cello, Rapid, offering modern and stylish stationery, characterized by high quality and bright, interesting design. All products can be viewed in the catalog, in the office, in stores, as well as in the online store. Thanks to many years of work in the industry, "Secretoria" has established reliable partnerships with the largest suppliers of stationery and office products. The company is the exclusive representative of several leading suppliers in the Orenburg region. The company "Secretoria" has established close partnerships with regular customers. The company helps the customer to keep abreast of all the novelties in the market of office products and stationery. The competence and attentiveness of the company's employees is confirmed by the loyalty of partners who continue to cooperate with the company from year to year. According to the results of 2011, more than 900 Orenburg companies have already become clients of the Secretariat.

The company "Secretoria" was founded in 2001 on the basis of CJSC "Trade and Technical Center" (former brand name "Bulat Firm"). IN this moment the company operates on the basis of LLC "Company" Secretoria "and has a trademark registered in State Register trademarks and service marks, as evidenced by a document issued by Federal Service Intellectual Property, Patents and Trademarks. Since the beginning of 2010 LLC "Company" Secretoria "is a member of the Chambers of Commerce and Industry of the Orenburg region and the Russian Federation.

1. Office and warehouse: Orenburg, st. Montazhnikov, 26.

Opening hours: Mon-Fri. from 09-00 to 17-15.

multichannel phone. 37-32-32.

2. Self-service store "Secretoria-Center"

Orenburg, st. Soviet, 23,

TC "Gostiny Dvor".

tel. 37-32-32 (ext. 2203); 69-29-25.

3. Self-service store "Secretoria"

Orenburg, st. Salmyshskaya, 51,

TC "Quarter".

Opening hours: daily from 10-00 to 20-00

tel. 37-32-32 (ext. 2202); 69-29-68

4. Shop "Everything for the office".

Orenburg, st. Chicherina, 14.

Opening hours: Mon-Thu. from 9:00 to 17:30.

Fri. from 9:00 to 17:00.

tel. 37-32-32 (ext. 2204); 40-09-59, 98-59-63.

5. Store "Stationery".

Orenburg, st. Shevchenko, 24, office 105.

Opening hours: Mon-Fri. from 9:00 to 17:00.

tel. 37-32-32 (ext. 2215); tel. 43-00-57.

6. Shop "Office Planet".

Orenburg, pr-d Avtomatiki, 8, office 102.

Opening hours: Mon-Fri. from 9:00 to 18:00.

tel. 37-32-32 (ext. 2201); 69-29-60.

7. Self-service store "Secretoria-Vostok".

Orenburg, Gagarin Ave., 45/1, 2nd floor.

Opening hours: daily from 10:00 to 20:00.

tel. 37-32-32 (ext. 2206); 67-02-30.

Store profile - retail trade in stationery.

Entrepreneurial activity is carried out in the form of an entrepreneur without education legal entity. The advantages of this organizational and legal form over others are that it simplifies the procedure for registration, tax and financial statements. Entrepreneurial activity is defined by Article 2 of the Civil Code of the Russian Federation as an independent activity carried out at one's own risk, aimed at systematically obtaining profit from the use of property, the sale of goods, the performance of work or the provision of services by persons registered in this capacity in the manner prescribed by law.

Entrepreneurial activities may be carried out only by persons who have passed special registration. The subjects of entrepreneurial activity are citizens registered as an entrepreneur without forming a legal entity and legal entities. Registered for retail individual entrepreneur Grigoryeva T.G. An application is submitted for registration with the inspection of the Ministry of Taxes and Taxes at the place of residence.

In accordance with Article 23 of the Civil Code of the Russian Federation, a citizen has the right to engage in entrepreneurial activity without formation of a legal entity from the moment state registration as an individual entrepreneur.

The "Secretoria" store has a round seal with its name, stamps, forms, trademarks, service marks and other symbols.

The main tasks facing the store "Secretoria":

• - administrative and financial management trading activities;
• - organization of various forms of trade in the field of industrial goods;
• - creation of retail trade enterprises, providing for the existence of stable relations with manufacturers, suppliers and consumers of goods.

The company in its activities is guided by legal and regulations determining the procedure and rules for conducting trading operations, orders and orders of the head. In order for the enterprise to fulfill its goals, the Byzantium store, like any other enterprise, has specialists providing activities: a merchandiser and salespeople. Specialists report directly to the director.

This construction of the organization as a whole corresponds to the tasks being solved and the realities of today. The activities of employees are regulated job descriptions, where the tasks, rights, duties and powers of specific employees are outlined.

The enterprise, in order to implement technical, social, economic and tax policies, is responsible for the safety of documents (managerial, financial and economic), stores and uses documents in accordance with the established procedure. personnel. All relationships between the employer and employees are built on a contractual basis.

Organization is very important in any society. management structure enterprises. Since implementation and marketing is a complex system where people, finances, market relations, then each has its own object of management or research, its own approaches, features. All this is reflected in the organizational structure of the store "Secretoria".

In the store "Secretoria" observed linear type organizational structure management, this is when the leader, i.e. the director of the enterprise, performs all general and specific functions himself, and also communicates directly with subordinates. The results of his influence appear immediately. Direct control.

Table 1 - staffing shop "Secretory"

The staffing of the store is shown in table 1.

The staff of the store is 7 people. In one stationery department, a department head and a sales assistant-cashier work, in another department, a department head and three sales assistants. The general management of the store is carried out by the director, who manages the planning and economic work, recruits personnel, ensures labor protection, safety precautions, and performs accounting operations.

The director is subordinate to the heads of departments who monitor the status of the display of goods, make decisions on customer claims, monitor the maintenance inventory at a certain level, draw up applications for the import of goods, accept goods by quantity and quality, and perform other functions related to the work of departments.

The main staff - sales assistants, cashiers, who are busy serving customers on the trading floor. The duties of cashier salesmen include preparing the workplace, replenishing inventory, preparing goods for sale, servicing customers: performing settlement transactions with customers, processing cash documents etc.

In this trading enterprise there is a combination of positions. So, for example, the position of the seller-cashier is combined with the position of the head of the department. In addition to the full combination of positions, store employees, in parallel with their main official duties perform certain functions related to other positions. So, department heads are involved in customer service, and cashiers perform auxiliary work during forced breaks in their main work.

The company was established to carry out the following activities:

• - improving the supply of non-food products to the residents of Orenburg;
• - implementation of entrepreneurial activity;
• - expansion of opportunities in production, scientific, technical and social development;
• - improving the efficiency of the use of material, technical, labor, financial and other resources;
• - logistics;
• - trade and purchasing activities, retail trade in agreement with regulatory authorities;

Retail trade includes the sale of goods to the population for personal consumption, organizations, enterprises, institutions for collective consumption or economic needs.

Retail trade performs a number of functions:

• - explores the situation that has developed in the commodity market;
• - determines supply and demand specific types goods;
• - searches for goods required for retail trade;
• - conducts the selection of goods, their sorting in the preparation of the required assortment;
• - pays for goods received from suppliers;
• - Carries out operations for the acceptance, storage, labeling of goods, sets prices for them;
• - renders forwarding, consulting, advertising, information and other services to suppliers, consumers.
• - satisfies the demand of the population, both in terms of assortment and quality of goods;
• - organizes an appropriate level of customer service with the provision of a variety of services.

At the same time, the specifics of the activity of trading enterprises implies the key to successful commercial activities analysis of own retail trade, which allows you to determine changes in trade turnover, reveal new phenomena, as well as existing reserves in the development of trade turnover.

Currently, there are a large number of different types and different sizes of retail enterprises, which can be classified according to a number of the following features.

By scale of activity, retail trade enterprises are divided into small, medium and large. "Secretory" still refers to medium-sized enterprises.

Retail trade, taking into account the specifics of customer service, is divided into stationary, mobile, parcel. Store "Secretoria" refers to the stationary trade.

The stationary trade network is the most common, it includes both large modern, technically equipped stores, and stalls, tents, kiosks, vending machines. At the same time, self-service stores are distinguished, in which the buyer has free access to goods.

The structure of retail trade takes into account the assortment feature. Goods are usually combined into appropriate groups (subgroups) on the basis of production origin or consumer purpose. IN retail in connection with this, there are different kinds stores:

• - specialized shops;
• - highly specialized shops;
• - department stores;
• - mixed shops;
• - combined shops.

The store "Secretoria" refers to the latter, which carry out the sale of goods of several groups (subgroups), reflecting the commonality of demand or satisfying the corresponding circle of consumers.

By groups of consumers served, taking into account their ability to purchase goods, is another sign of the classification of retail enterprises.

Recently, in our country, due to the large differentiation of incomes of different segments of the population, three main groups of consumers have formed:

• - a group of people whose average per capita income is many times higher than the subsistence level;
• - part of the population whose average per capita income is at the level living wage or slightly exceed it;
• - the bulk of the population whose average per capita income is lower and, as a rule, significantly lower than the subsistence level.

Diverse forms and methods of retail trade cannot be effective without high-quality provision of a range of additional services, among them are those related to the purchase of goods, i.e. acceptance of orders, competent advice, packaging of goods, assembly of holiday sets and services related to the effective sale of goods.

Services are free, they are implemented in order to attract the largest number of customers to the store.

Goods arrive at the "Secretoria" store on the basis of applications and orders. The director of the store and the heads of departments are engaged in the purchase of goods. An agreement with suppliers on the purchase of goods is concluded directly in the "Secretoria" store with a lawyer and a representative and a lawyer of the supplier. Payment for goods is made by non-cash payment transfer as products are sold, and sometimes within 10-15 days.

The buyer always has a fairly large choice both in terms of product names and in terms of purchase price.

Preliminary discussions of purchases are conducted through telephone conversations. Transportation of goods is carried out by the enterprises-suppliers.

Purpose of trade technological process- bringing goods of good quality to customers at the lowest cost with a high culture of trade service. Performance technological operations in the "Secretoria" store is carried out in combination with the study of demand, the formation of an assortment, accounting for inventory items, the organization of advertising and information and other operations, therefore the trade and technological process in the "Secretoria" store acts as a single whole.

Trade and technological processes carried out in the "Secretoria" store are conditionally divided into main and auxiliary ones. The main ones are the sale of goods and customer service. Auxiliary ones include: acceptance of goods from suppliers, their delivery to storage sites, provision necessary conditions storage of goods, preparation of goods for sale, their transportation to the trading floor, organization of storage and delivery of containers.

The quality of trade service is a set of characteristics of the process and conditions of trade service for customers.

Trade service process - a sequence of operations that ensure the implementation of trade services in a particular type of trade enterprises. Terms of trade service - a set of factors affecting the buyer in the process of trade service. The form of trade service is an organizational technique, which is a combination of customer service methods:

• - salon customer service;
• - individual service through the counter;
• - individual service by a sales assistant in self-service stores.

The system of trade services is an integral unity of interrelated elements that ensure the implementation of trade services. Trade service speed - the average time spent serving one customer.

Accordingly, the culture of trade service is the broadest concept, including the quality and culture of customer service. The main components of the culture of trade:

• * the presence in the store of a wide and sustainable range of quality products that meet the demand of the population groups served;
• * Availability of sufficient retail trading network, the use of the most effective standard sizes of the store, their convenient placement in the region, technical equipment;
• * application in the store of the most effective modern forms of sale, providing fast and convenient customer service;
• * provision of additional services to customers. Related to the specific features of the goods;
• * organization of in- and out-of-store advertising and information that contributes to better awareness of customers, the formation consumer demand and save buyers time;
• * the work culture of store employees, which means the proper professional qualifications of sales personnel, high ethical and aesthetic levels of service;
• * strict adherence to established trading rules and sales rules individual goods.

The quality of trade services is a set of elements that determine the state of the material and technical base, the use of progressive methods of sale, the completeness and stability of the assortment, the time spent or the purchase of goods, and turnover.

Service culture also includes a number of elements that characterize the level of customer service and the condition of the store's sales area. These include indicators of assortment stability, the use of progressive forms of sale and additional services, the time spent waiting for service, an assessment of the culture of service according to customers, good sanitary condition and beautiful appearance of the trading floor and employees, compliance with established rules for the sale and sale of individual goods, etc. .d. .

Now consider the main indicators of service culture. So, the stability coefficient of the assortment list is calculated for each item of the assortment and for the store as a whole for the quarter according to the formula:

where K y - coefficient of stability of the assortment list; n is the number of checks; A - the number of items on the list and A 1 , A 2 , A h. And n - during checks, respectively.

Along with effective organization services themselves play an important role in improving the level of customer service.

A trade service is a specific activity that forms the trade service process or is associated with the organization of conditions for the successful implementation of the sales process.

The additional service coefficient is calculated by the formula:

where y is the number of provided services, units; y 1 , y 2 ,…, y n - the number of actually provided services, units; n 1 - the number of checks per quarter; y 01, y 02 ,…, Y on - volumes certain types services actually provided in reporting period; y n1 , y n2 ,…, y nn - volumes of certain types of services provided in the corresponding period of the last year; n 2 - the number of services provided to customers by type (oral consultation with a product care specialist, gift wrapping)

where Z k, Z pr, Z p, Z p - the average time spent waiting for a consultation, fitting, calculation, receipt of goods, s; C 1 , C 2 ,…, C n - time spent on each measurement, s; n is the number of measurements made, units.

The actual time spent waiting for service is determined, s (Sf).

The ratio of customer time spent waiting for service is calculated using the following formula:

where 3 0 - optimal (normative) time spent waiting for service, s.

Then the coefficient of culture of service is calculated according to the opinion of buyers K m in the store according to the formula:

where M n is the number of buyers who gave an excellent and good assessment of the state of the service culture in the store, people; M in - the total number of buyers who assessed the state of the culture of service in the store, people.

Thus, the culture of trade service includes a set of qualitative characteristics of the process and conditions of trade service for customers, as well as the corresponding indicators, the calculation of which makes it possible to assess the level of service at a trade enterprise.

With an open display, goods are placed at the seller's workplace. Buyers, without waiting for the order of service by the seller, independently inspect and select the necessary products, if necessary, using the advice of the seller. The goods are released by the seller.

Additional services: these include specific activities aimed at assisting customers in the purchase of goods, their delivery and use. All services provided to customers can be divided into three groups:

• 1. rendered during the sale process;
• 2. carried out in the process of after-sales service;
• 3. not directly related to the sale of specific goods.

Therefore, the main directions of rationalization of the technological process of the store are the widespread introduction effective methods sales of goods and customer service, development of rational schemes for technological planning, raising the level technical equipment, ensuring an uninterrupted supply of goods, their rational placement and layout, improving the operation of settlement units.

Thus, providing a high level of customer service in stores is one of the forms of participation of a trade enterprise in competition in the consumer market, the formation of its competitive advantage.

Quality Trade Service Buyer

The culture of trade service is an organizational culture aimed at serving customers based on the development of certain rules, procedures, practical skills and abilities. For shoppers entering the salesroom, her influence begins with the salesperson's smile, cleanliness and order, and the abundance of goods in the store. The buyer is pleased when a beautiful exterior and interior is created for him, additional services are organized, etc. All this does not arise suddenly, but as a result of long and hard work. 10, p. 154

The culture of service is dictated by the policy of the enterprise, supported by the personnel incentive system and a number of other measures. Today, the understanding of service culture in the narrow sense is widespread, as a set of rules of courtesy, sensitivity, competence, availability of personnel for customers, the level of skill of employees, comfort, aesthetics of service provision, etc. (ethics of behavior), however, this concept should be considered much broader in all its states and in the manifestation of all its elements.

Culture - from lat. cultivation, education, processing. It is generally accepted that culture is divided into material and spiritual, so culture includes a combination of material and spiritual goods and values, as well as ways of human activity to create and use them. 8, p. 86

Service culture is an integral part of the general culture of society, and it should be considered as a certain level of development of the trade service process, which is expressed in psychological, ethical, aesthetic, organizational, technical and other aspects. It is produced by every company. The manifestation of a high service culture is determined through the behavior of the staff, who clearly knows how to act in any situation, and what buyers and management expect from him.

The culture of trade service is included in a broader and more complex concept - "trade service" and is closely related to such concepts as "quality of trade service", "trade culture", "level of service". These concepts are based on concern for the buyer, who should be able to purchase everything necessary in the trade with the least amount of time and the greatest convenience. eleven . p.134

The quality of trade services is completely dependent on the achieved level of production of consumer goods in the country and the resources available to satisfy it and is expressed in the quantity and quality of goods, the conditions for their purchase, the time spent by buyers and the quality of services, the culture of service. The culture of trade service is determined by the degree of development of progressive forms and methods of sale, the quality of the conditions created for buyers, the quality of trade service management, skillfully presented advertising and information, the professionalism of personnel, the fulfillment of duties by sellers, the culture of communication, and the organization of studying demand. 8, p. 102-103

The main condition for a high culture of trade services is the constant availability of all goods necessary for the population. The growth of the material well-being of the people and their purchasing power makes it necessary to expand the assortment and improve the quality of goods.

Regulatory support for the quality of trade services

A generally accepted document confirming the quality of trade services is a certificate. The certificate certifies that the product meets a certain quality standard or other normative and technical document.

The Law of the Russian Federation "On the Protection of Consumer Rights" regulates relations in the field of consumer protection, establishes the rights and obligations of the manufacturer in the field of establishing the service life, shelf life of the goods, as well as the warranty period for the goods (Appendix 1).

Regulatory documents are documents containing rules, general principles and characteristics that are relevant to certain types of activities or their results and are available to a wide range of users. First of all, these documents include the so-called standards.

The trade service quality assurance system is based on standardization. Mandatory quality requirements are included in the state standards of the Russian Federation - standards for products and services.