Low-literate customer experience: an empirical exploration

IF 3.6 3区 管理学 Q2 BUSINESS
Anubhav A. Mishra, Megha Verma
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引用次数: 0

Abstract

Purpose

This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and patronage literature to understand CX comprehensively.

Design/methodology/approach

The study gathered data from 470 respondents using mall intercept and snowball sampling. Data analysis employed partial least squares (PLS) modeling.

Findings

The results indicate that all the dimensions do not have the same effect on CX. Answering calls for future research, the results establish CX's nomological validity by showing its positive influence on retail reputation, retail quality and satisfaction. However, it does not directly affect patronage but has an indirect influence through retail quality and satisfaction. Also, the authors conclude that retail quality and satisfaction are consequences of CX and not previously conceptualized proxies for it.

Research limitations/implications

Conducting primary research with low-literate customers (LLCs) has its own set of limitations that give rise to further research directions. While acknowledging limitations, the study suggests avenues for future research by surveying LLCs with an objective questionnaire, contributing to limited empirical research in this segment.

Practical implications

The findings highlight the multidimensional nature of CX. In summary, this research paper provides insights into CX dimensions and outcomes for LLCs in organized retail. It contributes to marketing literature, assisting retailers in improving CX and driving patronage across customer segments.

Originality/value

The paper contributes to marketing literature by studying LLCs, testing a comprehensive CX model, confirming antecedents in retail patronage and exploring reciprocal relationships in retailing.

低文化水平的客户体验:一项实证探索
目的本研究探讨有组织零售环境中低文化程度顾客的顾客体验(CX)。它整合了顾客素养、客户体验和惠顾文学的理论,全面理解客户体验。设计/方法/方法:本研究采用商场截距法和滚雪球抽样法从470名受访者中收集数据。数据分析采用偏最小二乘(PLS)模型。结果表明,各维度对CX的影响不尽相同。研究结果表明,顾客体验对零售声誉、零售质量和满意度有正向影响,从而确立了顾客体验的法理效度。然而,它并不直接影响惠顾,而是通过零售质量和满意度产生间接影响。此外,作者得出结论,零售质量和满意度是客户体验的结果,而不是之前概念化的代理。对低文化水平的顾客(有限责任公司)进行初步研究有其自身的局限性,这些局限性会产生进一步的研究方向。在承认局限性的同时,该研究通过对有限责任公司进行客观问卷调查,为未来的研究提供了途径,有助于在这一领域进行有限的实证研究。实际意义研究结果强调了CX的多维性。综上所述,本研究论文为有组织零售中的有限责任公司提供了客户体验维度和结果的见解。它有助于营销文献,帮助零售商提高客户体验,推动客户的惠顾。本文通过研究有限责任公司,测试一个全面的客户体验模型,确认零售赞助的前因,探索零售中的互惠关系,为营销文献做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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