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: مدیریت بازاریابی

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

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

مقدمه انگلیسی مقاله

The organized retail industry in India is one of the most important areas of research today as there has been an exponential growth in this sector in the last decade. During the past two decades, Indian retailers have had to deal with more sophisticated and demanding customers, new and often un-anticipated competition from both domestic and foreign sources and a wave of new technological developments. These and other developments exert continuous pressure on retailers to find new and innovative ways to differentiate themselves from competitors. The present study approached the possibility of a new differentiation angle for retailers on the basis of ‘What consumers want to experience from the moment they enter the store until they leave the store?’ Creating superior customer experience seems to be one of the central objectives in today’s retailing environments. Retailers around the globe have embraced the concept of customer experience management. Customer experience practically provides the retailers with an opportunity to create sustainable competitive advantage. This is especially true for department stores in India where there is very little difference in retail assortments and private labels remain marginal. The only way the stores can differentiate themselves is by ensuring superior customer experience. The main objective of the current paper is to test the effect of customer experience (CE) on satisfaction and develop a robust model which improves the understanding of the relationship between customer satisfaction, customer experience, social interaction and convenience.

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