Antecedents impacting the Customer Experience in Retail Sector – An empirical analysis of select formats in Andhra Pradesh.

Abstract

Organizations worldwide have realized the importance of customer experience management in order to survive in the present day highly competitive business environment. Shopping in India has witnessed a revolution with significant change in customer buying behaviour and the whole format of shopping has been altering. The retailers in the modern format have been trying to find sustainable focus on customer experience management. A good customer experience implies the individual’s experience in all points of contact that matches the individual’s expectations.

            The main aim of this paper is to throw a light on key antecedents impacting the customer experience in the Indian Retail Sector. Overall, the study covers the different dimensions of customer experience management in retail sector by taking into consideration select retail formats. In accordance with the objective of this paper an empirical analysis was carried out based on primary data derived from survey with valid questionnaires. The study recommends that retail firms have to be more active in managing customer experience through innovative strategies.