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A framework to improve retail customer experience : a qualitative study exploring the customer journey
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Poorrezaei, Mojtaba, Pich, Christopher and Resnick, Sheilagh (2023) A framework to improve retail customer experience : a qualitative study exploring the customer journey. Qualitative Market Research: An International Journal, 26 (5). pp. 663-686. doi:10.1108/QMR-07-2022-0120 ISSN 1352-2752.
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Official URL: http://doi.org/10.1108/QMR-07-2022-0120
Abstract
Purpose
This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term.
Design/methodology/approach
A qualitative approach was adopted. Thirty participants were asked to simulate their customer journey in an established UK department store retailer. Their experience was captured through focus groups and analysed by thematic analysis.
Findings
The findings indicate that the existence of personalisation and emotional attachment will enhance the customer experience. A new integrated retail customer experience framework is offered incorporating the traditional “7Ps” of marketing and a proposed eighth “P”, which is conceptualised as personal connection.
Originality/value
To the best of the authors’ knowledge, this is the first empirical study to use the notion of personal connection as a dialectic relationship between emotional attachment and personalisation as the central discussion in developing customer experience within a retail setting. This study captures this experience through a unique method of replication of the retail customer journey across multiple channels.
Item Type: | Journal Article | ||||||||
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Subjects: | H Social Sciences > HF Commerce | ||||||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Consumer behavior -- Research, Marketing research, Retail trade, Customer relations, Customer relations -- Management, Consumers, Customer services | ||||||||
Journal or Publication Title: | Qualitative Market Research: An International Journal | ||||||||
Publisher: | Emerald Publishing Limited | ||||||||
ISSN: | 1352-2752 | ||||||||
Official Date: | 1 November 2023 | ||||||||
Dates: |
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Volume: | 26 | ||||||||
Number: | 5 | ||||||||
Page Range: | pp. 663-686 | ||||||||
DOI: | 10.1108/QMR-07-2022-0120 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Re-use Statement: | This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please visit Marketplace. https://marketplace.copyright.com/rs-ui-web/mp | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Date of first compliant deposit: | 16 October 2023 | ||||||||
Date of first compliant Open Access: | 17 October 2023 |
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