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In-Store Communication to Improve the Customer Experience

Author

Listed:
  • Monia Melia

    (Department of Legal, Historical, Economic and Social Sciences, University Magna Graecia of Catanzaro, Catanzaro, Italy)

  • Maria Colurcio

    (Department of Legal, Historical, Economic and Social Sciences, University Magna Graecia of Catanzaro, Catanzaro, Italy)

  • Angela Caridà

    (Department of Legal, Historical, Economic and Social Sciences, University Magna Graecia of Catanzaro, Catanzaro, Italy)

Abstract

The article focuses on in-store communication and investigates how retailers attempt to influence the customer shopping experience through the management of three store dimensions: physical, social and sensorial. This work deals with the in-store communication activities in the Italian pharmaceutical retailing. Results showed as the in-store communication helps retailer to create unique customer experiences. The management of the physical environment, the creation of trustfully relationships and the stimulation of the senses in the store can contribute to create an experience in consumers by affecting their cognitive, affective, emotional, social and physical responses to retailer.

Suggested Citation

  • Monia Melia & Maria Colurcio & Angela Caridà, 2014. "In-Store Communication to Improve the Customer Experience," International Journal of Applied Behavioral Economics (IJABE), IGI Global, vol. 3(4), pages 55-70, October.
    • Handle: RePEc:igg:jabe00:v:3:y:2014:i:4:p:55-70
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