Search results for "Customer experience"

From the memory of the experience to the relationship with the retailer : a theoretical and methodological exploration in the field of retail

2015

Our research proposes an enrichment of the experiential paradigm by focusing on the consequences of experience. We support the view that an approach by the memory of the experience can partly compensate for the limitations of satisfaction in understanding the retailer-customer relationship. Our literature review leads us to a better understanding of the relationship between experience, memory of the experience and remembered experience. The completion of two longitudinal studies helps to: [1]. conceptualize dimensions of the memory of the shopping experience; [2]. understand the evolution of memory over time; [2]. study its effects on satisfaction, retailer attitude, retailer commitment, an…

Causes for complaining behaviour intentions: the moderator effect of previous customer experience of the restaurant

2010

PurposeThe purpose of this paper is to examine the main causes for complaining behaviour intentions expressed in three dimensions: private response, complaining response and complaining to third parties. The objectives are, first to study the direct influence of a set of antecedents and complaining behaviour intentions and second, to analyse the moderator effect of previous restaurant experience on subsequent relations.Design/methodology/approachA quantitative research method was used based on a self‐administered ad‐hoc questionnaire on a sample of 388 individuals who remembered an unsatisfactory experience in a restaurant.FindingsThe results show that the following variables have significa…

Enabling Sociability When Using Virtual Reality Applications : A Design Science Research Approach

2019

Immersive virtual reality applications aim at providing an all-encompassing spatial experience where a user can feel like being in another world or dimension. The systems are inherently designed for individual use as the devices disconnect the user from the physical environment. However, the applications are seldom used alone. Specifically, when used for sales and marketing, the user often needs help from other people but also benefits from social interaction as a part of the experience. Design research methodology is applied to three iterative development versions of a virtual-reality application. The focus of the evaluation of the artifacts is in the social use emphasizing three sociabili…

How Do QR Codes Enhance Customer Experience? : Omnichannel Customer Experiences in a Brick-and-Mortar Fashion Store

2023

In this qualitative study, we investigate how customers perceive QR codes enhancing their customer experience (CX) in the brick-and-mortar (B&M) store environment. Introducing QR codes to B&M stores is a part of the larger phenomenon of retailers creating omnichannel CXs by utilizing digital and cyber-physical elements in B&M stores. To collect data from real customers’ CXs, we displayed QR codes in a Finnish fashion brand’s B&M store and interviewed customers who had authentically visited the store. The QR codes displayed in the store were linked to a product information page on the brand’s online store, a brand ambassador’s Instagram posts, and an online survey. The data consist of 15 ind…

From the “customer experience management” to the “customer experience memory management” and to the retailer-customer relationship

2016

International audience

The Cross-Channel Effects of In-Store Customer Experience in the Case of Omnichannel Fashion Retailing in Finland

2023

Although omnichannel retailing has emerged as a popular research topic in academic research, there are still gaps in our understanding of this phenomenon. One such gap concerns omnichannel customer experience and particularly the cross-channel or spillover effects of how customer experience in one channel may affect customer behaviour not only in that specific channel but also in the other channels of the same retailer. In this study, we aim to address this gap by examining how customer experience in the offline channel affects customer behaviour in both the offline and the online channel, more specifically how in-store customer experience affects both brick-and-mortar store and online stor…

Exploring Online Customer Experience Formation:How do Customers Explain Negative Emotions during Online Shopping Encounters?

2019

The interaction between consumers during the online customer journey

2017

The examination of the customer experience throughout customer journey is important to the business and academia. Creating a strong and positive experience within the customer journey will lead to better outcome by improving performance in customer travel at multiple touch points and through enhanced customer loyalty and word of mouth. There are a number of studies about interaction and online customer journey, but only a few research have explored social interactions between consumers during the online customer experience. The aim of this study is to explain how interaction between customers emerges during the online customer journey, which describes the overall customer experience from th…

Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail

2020

This study examines the effects of personalization and hedonic motivation on customer experience and its loyalty outcomes in omnichannel retail context. The study develops eight hypotheses which are tested using two survey samples (Finland (n = 2084) and Sweden (n = 2334). In addition, empirical analysis includes 20 semi-structured interviews. The findings support all the hypotheses confirming the positive relationships personalization and hedonic motivation have on cognitive and emotional customer experience components. Further, the positive effects of customer experience on loyalty are confirmed. The results provide both theoretical and managerial insights for improved CX and customer loy…

Exploring Online Customer Experience Formation: How do Customers Explain Negative Emotions during Online Shopping Encounters?

2019

We investigated online customer experience formation by using customers’ own explanations of their negative emotions during their online shopping encounters. Survey data from 1,786 Finnish online shoppers were used to identify customers who experienced strong negative emotions during online shopping encounters (N = 215) and the causes of their negative emotions were then analyzed in depth from their written descriptions. Our findings indicated that customers attributed most of their negative emotions to online store characteristics, including user interface, product and service range, pricing, and trustworthiness; however, some negative emotions were also attributable to factors outside of …