It represents a strategy that results in a win–win value exchange between the retailer and its customers. Customer experience management represents a business strategy designed to manage the customer experience. Customer experience includes every point of contact at which the customer interacts with the business, product, or service. To manage a customer's experience, retailers should understand what " customer experience " actually means. To compete effectively, businesses must focus on the customer's shopping experience. Survival in today's economic climate and competitive retail environment requires more than just low prices and innovative products. This paper provide an overview of Indian consumer behavior on specific elements like pre-purchase behavior, experience, information processing, involvement, choices and business practice like retail space, wider availability of products, brand communication and retail environment plays an important role to capture target customers for both organized and unorganized retail sector in India to improve the retailing effectiveness and attract prosperous customers. The study is based on previous research on retail sector to examine the important out comes connected with customer purchase behavior, customer attitude and preference towards organized retail sector and how customer behaves at the time of product purchase which help retail stores to create and retain customers. In India initially retail is unorganized and now it is growing as organized sector like supermarket, hypermarket & malls. Today Retailers recognize that by enhancing customer satisfaction and retail performance helps them in creating & retaining customer towards retail purchase.
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