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Buying a Book as a Christmas Gift: Two Routes to Customer Immersion

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  • Michela Addis
  • Giulia Sala

Abstract

Although services and retailing are usually regarded as relevant experiential contexts and investments in creating an experiential environment are growing, little consideration has been given to the investigation of the general consumption experiences and their emotions in retailing. By adopting an ethnographic approach to study the buying processes in two Italian bookstores -- a small traditional family-run bookshop and a large international chain store -- products that, by definition, are high in perceived complexity and symbolism, we present two distinct business models based on different processes of valorisation of purchasers' emotions. The two-path model towards customer immersion represents different strategies to involve consumers emotionally: one is based on increasing the positive emotional load, the other on decreasing the negative emotional load. Decisions about physical layout, display, services and sales assistance should follow consistently.

Suggested Citation

  • 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.
    • Handle: RePEc:taf:servic:v:27:y:2007:i:8:p:991-1006
    DOI: 10.1080/02642060701673638
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    Cited by:

    1. 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.
    2. Horng, Jeou-Shyan & Chou, Sheng-Fang & Liu, Chih-Hsing & Tsai, Chang-Yen, 2013. "Creativity, aesthetics and eco-friendliness: A physical dining environment design synthetic assessment model of innovative restaurants," Tourism Management, Elsevier, vol. 36(C), pages 15-25.

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