Kyle Canter Service Marketing Professor Yépez CASE #2 — ZAPPOS.COM 2009: CLOTHING, CUSTOMER SERVICE, AND COMPANY CULTURE In 1999, Nick Swinmurn found himself walking through the mall, unable to find the right pair of shoes after visiting a variety of stores. Empty-handed, he went home to search online and found that there was no major online shoe retailer. A few months later, Swinmurn quit his job and started Zappos.com, an online store that carried the latest shoe styles, brands and colors.…
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