Retailer's Innovative Differentiation Method Based on Customer Experience: Focusing Mediating Effect of Omni-channel Shopper Type
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.
References
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Gilmore, J. and Pine, J., 2002. Customer experience places: the new offering frontier. Strategy & Leadership, 30(4), pp.4-11.
Grewal, D., Levy, M. and Kumar, V., 2009. Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, [e-journal] 85(1), pp.1 - 14. https://doi.org/10.1016/j.jretai.2009.01.001.
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Horváth, M. and Michalkova, A., 2012. Monitoring Customer Satisfaction in Service Industry: A Cluster Analysis Approach. Quality Innovation Prosperity, [e-journal] 16(1), pp.49 - 54. https://doi.org/10.12776/qip.v16i1.61.
Kim, B., Lee, Y. and Yoo, J., 2016. The Impact of Perceived Other Customer Characteristics on Store Attitudes and Behavior in Men's Fashion Stores. Journal of the Korean Society of Clothing and Textiles, 40(1), pp.41-55.
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Lee, Y., 2006. A Study on the Effect of Experience Marketing on Brand Personality: Focusing on Brand Experience Space. Master Thesis, Hongik University.
Luo, X. and Homburg, C., 2007. Neglected Outcomes of Customer Satisfaction. Journal of Marketing, [e-journal] 71(2), pp.426 - 435. https://doi.org/10.1509/jmkg.71.2.133.
Maghnati, F., Ling, K. and Nasermoadeli A., 2012. Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry. International Business Research, 5(11), pp.169-177.
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Meyer, C. and Schwager, A., 2007. Understanding Customer Experience. Harvard Business Review, February, pp.1-10.
Nasermoadeli, A., Ling, K. and Maghnati, F., 2013. Evaluating the Impacts of Customer Experience on Purchase Intention. International Journal of Business and Management, 8(6), pp.128-138.
Orel, F. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), pp.118-129.
Park, C., MacInnis, D., Priester, J., Eisingerich, A. and Iacobucci, D., 2010. Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), pp.1-17.
Park, H., 2014. Showrooming vs. Reverse-showrooming. Marketing, 48(10), pp.46-52.
Pine, B. and Gilmore, J., 1998. Welcome to the Experience Economy. Harvard Business Review, July-August, pp.97-105.
Rose, S., Clark, M., Samouel, P. and Hair, N., 2012. Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, [e-journal] 88(2), pp. 308-322. https://doi.org/10.1016/j.jretai.2012.03.001.
Shin, J. and Oh, M., 2015. Development of Customer Experience Scale in Retail Stores. Marketing Bulletin, 22(4), pp.41-62.
Schmitt, B., 1999. Experiential Marketing. Journal of Marketing Management, [e-journal] 15(1-3), pp.53 - 67. https://doi.org/10.1362/026725799784870496.
Schmitt, B., 2003. Customer Experience Management. Hoboken, New Jersey: John Wiley & Sone, Inc.
Srivastava, K. and Sharma, N., 2013. Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention. Services Marketing Quarterly, [e-journal] 34(4), pp.274 - 291. https://doi.org/10.1080/15332969.2013.827020.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, [e-journal] 31(July), pp.277 - 286. https://doi.org/10.1016/j.jretconser.2016.04.009.
Thang, D. and Tan, B., 2003. Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), pp.193-200.
Verhoef, P., Lemon, K., Parasuraman, A., Roggeveen, A., Tsiros, M. and Schlesinger, L., 2009. Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, [e-journal] 85(1), pp.31 - 41. https://doi.org/10.1016/j.jretai.2008.11.001.
Vykydal, D., Halfarová, P. and Nenadál, J., 2013. Customer Loyalty Measurement at Czech Organizations. Quality Innovation Prosperity, [e-journal] 17(1), pp.28 - 38. https://doi.org/10.12776/qip.v17i1.66.
Wasserman, T., 2015. Creating a seamless omni-channel customer experience. Mobile Business Insights, [online] 30 December 2015. Available at: < http://mobilebusinessinsights.com/2015/12/creating-a-seamless-omni-channel-customer-experience/ > [Accessed 15 December 2016].
Altman, I. and Low, S., 1992. Place Attachment. New York, NY: Springer.
Bem, J., 1970. Beliefs, attitudes, and human affairs. Belmont, CA: Brooks/Cole Publishing Company.
Chiu, C., Hsu, M., Lai, H. and Chang, C., 2012. Re-examining the influence of trust on online repeat purchase intention: the moderating role of habit and its antecedents. Decision Support Systems, [e-journal] 53(4), pp.835 - 845. https://doi.org/10.1016/j.dss.2012.05.021.
Churchill, G. and Surprenant, C., 1982. An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, [e-journal] 19(4), pp.491 - 504. https://doi.org/10.2307/3151722.
Dholakia, R., Zhao, M. and Dholakia, N., 2005. Multichannel retailing: A case study of early experiences. Journal of Interactive Marketing, [e-journal] 19(2), pp.63 - 74. https://dx.doi.org/10.1002/dir.20035.
Fallon, N., 2014. The New Customer Service Is Here, There & Everywhere. Business News Daily, [online] 6 August 2014. Available at: < http://www.businessnewsdaily.com/6927-omnichannel-customer-service.html/ > [Accessed 15 December 2016].
Fishbein, M. and Ajen, I., 1975. Belief, Attitude, Intention, and Behaviors: An Introduction to Theory and Research. Boston, MA: Adison-Wesley Publishing Co, Inc.
Gentile, C., Spiller, N. and Noci, G., 2007. How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, [e-journal] 25(5), pp.395 - 410. https://doi.org/10.1016/j.emj.2007.08.005.
Gilmore, J. and Pine, J., 2002. Customer experience places: the new offering frontier. Strategy & Leadership, 30(4), pp.4-11.
Grewal, D., Levy, M. and Kumar, V., 2009. Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, [e-journal] 85(1), pp.1 - 14. https://doi.org/10.1016/j.jretai.2009.01.001.
Holbrook, M. and Hirschman, E., 1982. The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, [e-journal] 9(2), pp.132 - 140. https://doi.org/10.1086/208906.
Horváth, M. and Michalkova, A., 2012. Monitoring Customer Satisfaction in Service Industry: A Cluster Analysis Approach. Quality Innovation Prosperity, [e-journal] 16(1), pp.49 - 54. https://doi.org/10.12776/qip.v16i1.61.
Kim, B., Lee, Y. and Yoo, J., 2016. The Impact of Perceived Other Customer Characteristics on Store Attitudes and Behavior in Men's Fashion Stores. Journal of the Korean Society of Clothing and Textiles, 40(1), pp.41-55.
Kotler, P. Burton, S., Deans, K., Brown, L. and Armstrong, G., 2009. Marketing 9th edition. Frenchs Forest, N.S.W.: Pearson Australia.
Kuo, Y., Hu, T. and Yang, S., 2013. Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: the moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, [e-journal] 23(3), pp.168 - 187. https://doi.org/10.1108/09604521311312219.
Lee, G. and Lin, H. 2005. Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), pp.161-176.
Lee, J., 2011. The Effects of Cosmetics Experience Marketing on Brand Satisfaction, Attachment and Loyalty. Ph. D. Dissertation, Konkuk University.
Lee, Y., 2006. A Study on the Effect of Experience Marketing on Brand Personality: Focusing on Brand Experience Space. Master Thesis, Hongik University.
Luo, X. and Homburg, C., 2007. Neglected Outcomes of Customer Satisfaction. Journal of Marketing, [e-journal] 71(2), pp.426 - 435. https://doi.org/10.1509/jmkg.71.2.133.
Maghnati, F., Ling, K. and Nasermoadeli A., 2012. Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry. International Business Research, 5(11), pp.169-177.
McGoldrick, P. and Collins, N., 2007. Multichannel retailing: Profiling the multichannel shopper. The International Review of Retail, Distribution and Consumer Research, [e-journal] 17(2), pp.139 - 158. https://doi.org/10.1080/09593960701189937.
Meyer, C. and Schwager, A., 2007. Understanding Customer Experience. Harvard Business Review, February, pp.1-10.
Nasermoadeli, A., Ling, K. and Maghnati, F., 2013. Evaluating the Impacts of Customer Experience on Purchase Intention. International Journal of Business and Management, 8(6), pp.128-138.
Orel, F. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), pp.118-129.
Park, C., MacInnis, D., Priester, J., Eisingerich, A. and Iacobucci, D., 2010. Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), pp.1-17.
Park, H., 2014. Showrooming vs. Reverse-showrooming. Marketing, 48(10), pp.46-52.
Pine, B. and Gilmore, J., 1998. Welcome to the Experience Economy. Harvard Business Review, July-August, pp.97-105.
Rose, S., Clark, M., Samouel, P. and Hair, N., 2012. Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, [e-journal] 88(2), pp. 308-322. https://doi.org/10.1016/j.jretai.2012.03.001.
Shin, J. and Oh, M., 2015. Development of Customer Experience Scale in Retail Stores. Marketing Bulletin, 22(4), pp.41-62.
Schmitt, B., 1999. Experiential Marketing. Journal of Marketing Management, [e-journal] 15(1-3), pp.53 - 67. https://doi.org/10.1362/026725799784870496.
Schmitt, B., 2003. Customer Experience Management. Hoboken, New Jersey: John Wiley & Sone, Inc.
Srivastava, K. and Sharma, N., 2013. Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention. Services Marketing Quarterly, [e-journal] 34(4), pp.274 - 291. https://doi.org/10.1080/15332969.2013.827020.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, [e-journal] 31(July), pp.277 - 286. https://doi.org/10.1016/j.jretconser.2016.04.009.
Thang, D. and Tan, B., 2003. Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), pp.193-200.
Verhoef, P., Lemon, K., Parasuraman, A., Roggeveen, A., Tsiros, M. and Schlesinger, L., 2009. Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, [e-journal] 85(1), pp.31 - 41. https://doi.org/10.1016/j.jretai.2008.11.001.
Vykydal, D., Halfarová, P. and Nenadál, J., 2013. Customer Loyalty Measurement at Czech Organizations. Quality Innovation Prosperity, [e-journal] 17(1), pp.28 - 38. https://doi.org/10.12776/qip.v17i1.66.
Wasserman, T., 2015. Creating a seamless omni-channel customer experience. Mobile Business Insights, [online] 30 December 2015. Available at: < http://mobilebusinessinsights.com/2015/12/creating-a-seamless-omni-channel-customer-experience/ > [Accessed 15 December 2016].
Authors
Lee, S., & Lim, T.- seon. (2017). Retailer’s Innovative Differentiation Method Based on Customer Experience: Focusing Mediating Effect of Omni-channel Shopper Type. Quality Innovation Prosperity, 21(2), 37–51. https://doi.org/10.12776/qip.v21i2.864
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