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- Title
Retailer's Innovative Differentiation Method Based on Customer Experience: Focusing Mediating Effect of Omni-channel Shopper Type.
- Authors
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.
- Subjects
RETAIL industry; TECHNOLOGICAL innovations; CONSUMER behavior
- Publication
Quality Innovation Prosperity / Kvalita Inovácia Prosperita, 2017, Vol 21, Issue 2, p37
- ISSN
1335-1745
- Publication type
Article
- DOI
10.12776/QIP.V21I2.864