عنوان انگلیسی مقاله:

Social interaction,convenience and customer satisfaction: The mediating effect of customer experience

ترجمه عنوان مقاله: تعامل اجتماعی، راحتی و رضایت مشتری: تأثیر تعدیل کننده تجربه مشتری

رشته: بازاریابی، جامعه شناسی، روانشناسی

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: ساینس دایرکت و الزویر

نوع فایل: pdf

دانلود رایگان مقاله

Abstract Article  Social interaction,convenience and customer satisfaction

The present study is an effort to investigate the impact of both convenience and social interaction on customer satisfaction and the mediating role of customer experience. A structured questionnaire was used to collect data (n=840) using systematic sampling from department store shoppers of age 18 years and above in India. Multivariate data analysis techniques like Exploratory Factor Analysis and Structural Equation Modeling were used to analyze the data.

Results revealed that convenience and social interaction affect both customer experience and customer satisfaction. Arguably, this paper is the first to examine the four constructs namely, social interaction, convenience, customer satisfaction and customer experience using them together in the same model. Academic and managerial implications are further discussed

Keywords: Customer experience; Customer satisfaction; Mediating; Structural Equation Modeling; Convenience; Social interaction

Introduction Social interaction,convenience and customer satisfaction

The organized retail industry in India is one of the mostimportant areas of research today as there has been an exponen-tial growth in this sector in the last decade. During the past twodecades, Indian retailers have had to deal with more sophisticatedand demanding customers, new and often un-anticipated compe-tition from both domestic and foreign sources and a wave of newtechnological developments. These and other developments exertcontinuous pressure on retailers tofind new and innovative waysto differentiate themselves from competitors. The present studyapproached the possibility of a new differentiation angle forretailers on the basis of‘What consumers want to experience fromthe moment they enter the store until they leave the store?

Creating superior customer experience seems to be one of thecentral objectives in today’s retailing environments. Retailersaround the globe have embraced the concept of customer experi-ence management. Customer experience practically provides theretailers with an opportunity to create sustainable competitiveadvantage. This is especially true for department stores in Indiawhere there is very little difference in retail assortments and privatelabels remain marginal. The only way the stores can differentiatethemselves is by ensuring superior customer experience.The main objective of the current paper is to test the effect ofcustomer experience (CE) on satisfaction and develop a robustmodel which improves the understanding of the relationshipbetween customer satisfaction, customer experience, social inter-action and convenience.

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