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Full Cycle for Self-Service?
William J. Regan
Journal of Marketing
Vol. 25, No. 4 (Apr., 1961), pp. 15-21
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248986
Page Count: 7
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In the post-World War II period the use of self-service has spread horizontally to practically all types of retail stores on the minimum-service level. Whether labeled "self-selection," "display merchandising," "selective open selling," "simplified selling," or something similar, all of these represent variously lesser degrees of the supermarket concept of self-service. Whatever it is called, it refers to a still rapidly developing technology co-ordinating the merchandise-presentation efforts of retail stores. This article summarizes the pressures that have been exerted upon retail stores to adopt self-service in greater measure and then identifies the main reasons why some stores prefer to extend more personalized service.
Journal of Marketing © 1961 American Marketing Association