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A Framework for Applying Customer Insight and Context to the Development of a Shopping Experience Strategy

In: Service Management

Author

Listed:
  • James G. Barnes

    (Memorial University of Newfoundland)

  • Jordan W. Wright

    (Government of Newfoundland and Labrador)

Abstract

The concept of the customer experience has entered the marketing lexicon in recent years and has now been accepted by many executives as an integral component of the firm’s value proposition. There is widespread acceptance also of the fact that solid technical performance of the conventionally defined components of the marketing mix is no longer sufficient to ensure long-term customer loyalty and that creating a positive customer experience leads to high levels of customer satisfaction and is an important step towards the establishment of customer relationships and lasting customer loyalty (Mascarenhas et al. 2006). This paper argues that the important concept of the customer experience is not sufficiently well understood, especially by retail executives, with the result that its potential is not fully realised. The paper draws on the results of proprietary qualitative research on retail shopping to illustrate the importance of gathering insight into the notion of the customer experience and into the context in which that experience is taking place if a retail firm or shopping centre is to create an experience that is meaningful to its customers.

Suggested Citation

  • James G. Barnes & Jordan W. Wright, 2012. "A Framework for Applying Customer Insight and Context to the Development of a Shopping Experience Strategy," Springer Books, in: Jay Kandampully (ed.), Service Management, chapter 0, pages 43-65, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4614-1554-1_4
    DOI: 10.1007/978-1-4614-1554-1_4
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