CUSTOMER EXPERIENCE IN RETAIL STORES: AN EXPLORATORY STUDY

Resumo

Studies regarding customer experience have been mentioned in different aspects for a long period of time.This study aims to explore what are the most important drivers of customer experience in physical and digital stores of apparel retail in Brazil. With this in mind, it is known that customer experience has been changing until nowadays, due to the digital transformation that we are facing. This innovation has started as a new possibility for companies to have better results in periods of crisis and withstand in the market, either by offering new products and improving its services or by providing differentiated experiences for its customers during the purchase decision-making process.We surveyed 247 female customers from all social classes (Brazilian Criteria, 2019) regarding the importance of 12 attributes, in terms of importance, on a 5-point scale. This preliminary study aimed to sort the most important aspects of customer experience.