Title: Success of retail in India: the customer experience management scenario

Authors: Kamaladevi Baskaran

Addresses: 4, Krishnan Street, Thiruvannamalai – 606601, Tamilnadu, India

Abstract: Survival of the fittest and fastest is the mantra of today|s business game. To compete successfully in this business era, the retailer must focus on the customer|s buying experience. To manage a customer|s experience, retailers should understand what |customer experience| actually means. Customer experience management is a strategy that focuses the operations and processes of a business around the needs of the individual customer. It represents a strategy that results in a win-win value exchange between the retailer and its customers. The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to advocate. This paper focuses on the role of macro factors in the retail environment and how they can shape customer experiences and behaviours. Several ways (e.g., brand, price, promotion, supply chain management, location, advertising, packaging and labelling, service mix, and atmosphere) to deliver a superior customer experience are identified which should result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits.

Keywords: retailing; retailers; supply chain management; SCM; macro factors; customer experience management; CEM; India; customer behaviour; customer satisfaction.

DOI: 10.1504/IJEMR.2011.043048

International Journal of Electronic Marketing and Retailing, 2011 Vol.4 No.2/3, pp.206 - 223

Available online: 12 Oct 2011 *

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