The impact of in-store customer experience on loyalty : the case of Sephora France / Emilie RIGAULT / 2018

Titre : The impact of in-store customer experience on loyalty : the case of Sephora France Type de document : Mémoire Auteurs : Emilie RIGAULT Année de publication : 2018 Importance : 37 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Entreprise SEPHORA Management MARKETING EXPERIENTIEL ; FIDELISATION Résumé : With increasing competition among retailers, customers always more demanding and volatile, loyalty has become a strategic priority. Nowadays, customers seeking unique experiences, experiential marketing is getting important and seen as a means to differentiate and create value. Our paper explores the impact of in-store customer experience on loyalty in the case of Sephora France, most precisely the respective influence of the five dimensions of experience defined by Schmitt (1999a). It also investigates the strengths and weaknesses of Sephora’s in-store experience to provide them with recommendations. The research is conducted using a quantitative approach based on questionnaires. A convenience sampling method has been used and quantitative data from the 135 respondents have been collected and coded using Qualtrics and then analysed with SPSS. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485043