Research On Influential Factors Of Customer Experience In Large Retail

With the developing and progressing of the society, the concept of customer’sconsumption has been upgraded. Besides, the habits of customers’ consumption hasbeen further changes too. In terms of retailing business, the customer experience hasbecome one of the most important ways to enhance their competitive advantages.Most of the existing literatures study on the effect of customer experience to the corecompetitiveness of enterprises and financial performance, and few scholars studyretail customer experience factors and how these factors’ force. But this study focusedon large-scale retail’s factors which affecting the customer experience, and this canmake up the works on the factors to customer experience in China.This paper summarized the previous literatures, from the customer shoppingenvironment, customer shopping tendencies, self-service technology and customershopping value-added to build customer experience factor model. Check thequestionnaire’s validity test and reliability test by using SPSS analysis software andobtained the right of the questionnaire for this study, and then make analysis of themodel by multiple regression statistical analysis method. According to the results ofthe statistical analysis, we identify the shopping parking services, the crowdedshopping extent, the entertainment facilities, the convenient degree of thetransportation, the extent of the self-service technology’s coverage, the required ofparticipation with family and friends, understand the fashion and products’characteristics and other main factors which affecting the customer experience.Therefore, this research can give the large-scale retail managers some ideas tomake a decision which as following: First, when create a shopping environment, thelocation of the retail concern should be focused. For it can improve the customers’experience satisfaction; In addition, reducing the crowded customers is also extremelyan important and positive role in improve the customer experience satisfaction.Second, the manages of retail should be make further of figure out the customer’s shopping psychological. Third, the retail managers should increase the rate ofself-service coverage in large shopping areas and the rate which customer useself-service technology through various measures and marketing tools. Fourth,increase the parking services in shopping mall, increase other facilities andequipments besides of shopping for customers. Fifth, towards customers which useself-service technologies, the marketing managers should tend to customers withhigher academic qualifications when they target consumer groups.At the end of the research, the article put forward the limitations about the thesisand pointed out the future directions on the customer experience in retail.