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Quantifying the influence of customer experience on consumer share-of-category
Institution:1. Department of Marketing, 234 Morison Hall, Bentley University, 175 Forest Street, Waltham, MA 02452, United States;2. Robins School of Business, 28 Westhampton Way, University of Richmond, Richmond, VA 23173, United States
Abstract:Customer experience is an all-encompassing construct, and most companies go to considerable lengths to create memorable, extraordinary experiences. Nevertheless, customers experience offerings, companies, and their brands very differently. Using one qualitative and three quantitative studies we explore customers’ experiences from a financial perspective by measuring and quantifying the linkages between these and customers’ share-of-category. When measured by means of customers’ share-of-category, customers demonstrate significantly different purchasing intentions and behavior. In addition, customer retail service experiences that influence the share-of-category differ significantly between customers with a low and a high share-of-category. We expand our knowledge of customer experience by highlighting that different customer groups may perceive a similar retail experience differently, leading to a different purchasing behavior and influencing their respective share-of-category. This study expands existing research by providing empirical evidence of the link between the customer experience and customers’ purchasing behavior.
Keywords:Customer experience  Share-of-category  Retail experience  CX
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