Customer Experience in the In-store Customer Journey: Developing a Conceptual Model Based on the Grounded Theory
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Abstract
This research was conducted to identify the qualitative model of in-store customer experience. This study was performed using the grounded theory method and using quasi-structured and in-depth interviews with specialists and experts, the results of the interviews were categorized and formulated in a qualitative model after primary and secondary coding. The results of this research showed that the factors of product price and product quality are involved as causal conditions, advertising, location and time and social contexts as contextual conditions, store architecture and design, store cleanliness, human resources and store facilities as intervening conditions, supply chain and customer follow-up are involved as strategies to increase the quality of customer experience in chain stores. Based on the findings of this research, it can be stated that if the customer experience is improved, the result will be an increase in profits (due to an increase in the return rate of customers and an increase in their loyalty).
This research was conducted to identify the qualitative model of in-store customer experience. This study was performed using the grounded theory method and using quasi-structured and in-depth interviews with specialists and experts, the results of the interviews were categorized and formulated in a qualitative model after primary and secondary coding. The results of this research showed that the factors of product price and product quality are involved as causal conditions, advertising, location and time and social contexts as contextual conditions, store architecture and design, store cleanliness, human resources and store facilities as intervening conditions, supply chain and customer follow-up are involved as strategies to increase the quality of customer experience in chain stores. Based on the findings of this research, it can be stated that if the customer experience is improved, the result will be an increase in profits (due to an increase in the return rate of customers and an increase in their loyalty).