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A qualitative study of customer experiences in the retail industry

Author

Listed:
  • Hasan Boudlaie

    (Department of Social and Behavioral Sciences, Kish International Campus, University of Tehran, Tehran, Iran)

  • Alemeh Shahidi
  • Mohammadhosein Kenarroodi
  • Behrouz Keshavarz Nik

Abstract

Customer experience (CX) is defined as the direct or indirect experience of a customer with organization, service, and facility processes, and how the customer interacts with the company's services and other customers. There has not been much research on the concept of customer experience. Therefore, the purpose of this qualitative research is to understand what customer experience means in retail industry. The research data were collected through snowball sampling and interviews with 12 most recent consumers of Pajan dairy products. Next, collected data were coded, categorized and described; subsequently, conceptual map of the themes was drawn up. The main themes identified in this research are as follows: 1) Product familiarity; 2) Advertising; 3) Appearance of the product; 4) Taste and flavor; 5) Innovation and change; 6) Distribution channel; 7) Consultation; 8) Mindfulness of customers; 9) Entanglement of the customer with product; and 10) Product quality. Customer experience is a novelty in the field of marketing which researchers tried to cover its theoretical voids to some extent.

Suggested Citation

  • Hasan Boudlaie & Alemeh Shahidi & Mohammadhosein Kenarroodi & Behrouz Keshavarz Nik, 2020. "A qualitative study of customer experiences in the retail industry," Technium Social Sciences Journal, Technium Science, vol. 8(1), pages 273-287, June.
    • Handle: RePEc:tec:journl:v:8:y:2020:i:1:p:273-287
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    References listed on IDEAS

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    1. Thomas P. Novak & Donna L. Hoffman, 2009. "The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 56-72, June.
    2. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    3. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    4. White, Allyn & Breazeale, Michael & Collier, Joel E., 2012. "The Effects of Perceived Fairness on Customer Responses to Retailer SST Push Policies," Journal of Retailing, Elsevier, vol. 88(2), pages 250-261.
    5. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
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    More about this item

    Keywords

    experience; customer experience; consumer experience; customer experience management;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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