Quantifying the influence of customer experience on consumer share-of-category

Phil Klaus, Volker G. Kuppelwieser*, Kristina Heinonen

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

1 Citeringar (Scopus)

Sammanfattning

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.

OriginalspråkEngelska
Artikelnummer103375
Referentgranskad vetenskaplig tidskriftJournal of Retailing and Consumer Services
Volym73
ISSN0969-6989
DOI
StatusPublicerad - 16.04.2023
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi
  • Customers and Relations

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

Fingeravtryck

Fördjupa i forskningsämnen för ”Quantifying the influence of customer experience on consumer share-of-category”. Tillsammans bildar de ett unikt fingeravtryck.

Citera det här