Customer Experience Management in Retailing for Retail Patronage
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 5
Abstract
The retailing sector is growing with the opening up of the sector by the government, as more and more FDI‘s is permitted in the retail sector. The customer experiences and their mapping are very important for every retailer because the strength of their business is dependant on the experiences given by the retailer. Different customers hav e different expectations from these retailers and therefore to understand the nature of experiences met by the customers is important to be studied. The article is focusing the customer experiences of the customers at various grocery retail stores . These h ave been divided into categories like - product related and market related factors which influences the consumer perception about the retailers. This will also help in understanding the retail patronage by the consumer s . The results have highlighted the imp ortance of Aesthetics, Competence and Conformance as the important factors influencing the consumer experiences and increasing retail patronage.
Authors and Affiliations
Dr. Sanjiv Mittal and Akanksha Gupta
Keywords
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- EP ID EP19437
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