Retailer's Innovative Differentiation Method Based on Customer Experience: Focusing Mediating Effect of Omni-channel Shopper Type

Sangmin Lee, Tae-seon Lim

Abstract


Purpose: The purpose of this study is to examine the relationship between customer satisfaction and customer attitude by focusing on the mediating effect of Omni-channel shopper type.

Methodology/Approach: A survey questionnaire was conducted by the consumer who purchased fashion clothing at SPA brand store in Daegu, Korea. Total of 364 survey responses were collected for data analysis.

Findings: The study found that customer experience has been stimulated by experiential providers. It was also found that customer experience positively influenced on store attitude.

Research Limitation/implication: This study limited the retail stores to SPA brand stores. Therefore, there had limitation in generalizing the results of this study in other types of retail industry.

Originality/Value of paper: The study will be of benefit to both the scholars and marketing practitioners in terms of moderating effect of Omni-channel shopper types on consumer satisfaction.


Keywords


experiential providers; customer experiences; store attitudes; customer satisfaction; Omni-channel shopper

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References


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DOI: http://dx.doi.org/10.12776/qip.v21i2.864

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