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Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops

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  • Michela Addis

Abstract

This study investigates the customer journey and identifies the drivers of excellent customer experience in bookshops. Five research methods¡ªin-depth interview, focus group, participant observation, Zaltman metaphors elicitation technique, and collective stereographic photo essay¡ªwere run on eleven Italian bookshops involving more than 1 100 individuals overall. The contribution of this study is twofold. First, it illustrates the process to adopt when mapping the customer journey and analyzing the customer experience. Specifically, it proposes that customer experience can be deeply understood only via a broad research design involving several different profiles of participants, that are managers and booksellers, customers of different familiarity with bookshops (infrequent, frequent and loyal customers), people that were not familiar with the investigated bookshops but that have been invited on purpose, and people that have special interactions (caf¨¦ and events) with the bookshops. Second, results show three key aspects of the topic: (1) The customer experience world, based on rituals not on transactions; (2) The drivers of excellent customer experience in bookshops, which are customization, integration, and participation; (3) The complex role and broad competences of the ideal bookseller.

Suggested Citation

  • Michela Addis, 2016. "Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 20-36, August.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:20-36
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    References listed on IDEAS

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    1. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    2. Michela Addis & Giulia Sala, 2007. "Buying a Book as a Christmas Gift: Two Routes to Customer Immersion," The Service Industries Journal, Taylor & Francis Journals, vol. 27(8), pages 991-1006, December.
    3. Eva Delacroix & Valérie Guillard, 2016. "Consumers who avoid relationships : manifestations of social anxiety in commercial contexts," Post-Print hal-01819609, HAL.
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    1. Vaida Kaduskeviciute & Sigitas Urbonavicius, 2019. "Webrooming: A Way of Dealing with Uncertainties in Purchasing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 139-152.
    2. Adina SANIUTA & Alexandra ZBUCHEA & Bogdan HRIB, 2022. "Innovation in the Book Market Retail. Preferences Among Romanian Readers," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 10(2), pages 179-209, June.
    3. Theopilus Yansen & Yogasara Thedy & Theresia Clara & Ardine Dessy, 2021. "Customer experience analysis of cosmetics retail store on millennial women," Engineering Management in Production and Services, Sciendo, vol. 13(2), pages 29-45, June.

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    More about this item

    Keywords

    bookshops; customer experience; customer journey; qualitative research;
    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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