Abstract
Customer experience (CX) is defined as the direct or indirect experience of a customer with organization, service, and facility processes, and how the customer interacts with the company’s services and other customers. There has not been much research on the concept of customer experience. Therefore, the purpose of this qualitative research is to understand what customer experience means in retail industry. The research data were collected through snowball sampling and interviews with 12 most recent consumers of Pajan dairy products. Next, collected data were coded, categorized and described; subsequently, conceptual map of the themes was drawn up. The main themes identified in this research are as follows: 1) Product familiarity; 2) Advertising; 3) Appearance of the product; 4) Taste and flavor; 5) Innovation and change; 6) Distribution channel; 7) Consultation; 8) Mindfulness of customers; 9) Entanglement of the customer with product; and 10) Product quality. Customer experience is a novelty in the field of marketing which researchers tried to cover its theoretical voids to some extent.
Highlights
Since the 1960s, many conceptualizations have been created about the customer experience (Uriely, 2005)
The results showed that customer persuasion, employer's behavior, online performance, and customer service delivery are the important and influential factors to develop a good customer experience (Grag and Rahman, 2012)
Since the purpose of this study is to describe customer experience in the retail industry, the research questions are of quiddity type; a qualitative method should be used
Summary
Since the 1960s, many conceptualizations have been created about the customer experience (Uriely, 2005). A customer will always have an actual experience of an organization’s services in the mind (Mascarenhas et al, 2006). A customer experience is a fascinating activity which is co-created by a provider and a customer and occurs when the customer comprehends the values and records them in his/her memory (Poulsson & Kale, 2004). The study of experiences has been considered extensively since the beginning of 21st century (Caru & Cova, 2007). Sundbo and Hagedorn-Rasmussen (2008) defines Customer Experience as customer’s direct or indirect experience of the service process, organization, and facilities and how the customer interacts with the company’s services and other customers The study of experiences has been considered extensively since the beginning of 21st century (Caru & Cova, 2007). Sundbo and Hagedorn-Rasmussen (2008) defines Customer Experience as customer’s direct or indirect experience of the service process, organization, and facilities and how the customer interacts with the company’s services and other customers
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