Open AccessLIVING POSITIVE EXPERIENCES IN STORE: HOW IT INFLUENCES SHOPPING EXPERIENCE VALUE AND SATISFACTION?
Author(s) -
Silvia Cachero-Martínez,
Rodolfo VázquezCasielles
Publication year - 2017
Publication title -
journal of business economics and management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.485
H-Index - 37
eISSN - 1611-1699
pISSN - 2029-4433
DOI - 10.3846/16111699.2017.1292311
Subject(s) - marketing , competitor analysis , curiosity , value (mathematics) , business , creativity , typology , product (mathematics) , quality (philosophy) , order (exchange) , set (abstract data type) , advertising , psychology , sociology , social psychology , computer science , philosophy , geometry , mathematics , epistemology , finance , machine learning , anthropology , programming language
Retailers have tried to differentiate themselves from their competitors through shopping experience. This is the first study analysing relationships between experience dimensions, shopping experience value and satisfaction. In this article different shopping experience dimensions are identified: emotional, sensory, intellectual, social, and pragmatic. In-depth interviews were conducted with a panel of experts to adapt a set of experience dimensions identified from the literature to the offline environment. A survey was then designed to collect data from consumers who had bought in a retailer, where marketing strategies are linked with experience dimensions. Retailers may use this typology in order to re-design their marketing strategies. Retailers must invest in utilitarian attributes of product assortment offered to consumers, improving quality while maintaining prices and promotions. If a retailer can stimulate social shopping and consumer curiosity, such as imagination and creativity in the store, they will have more devoted consumers.