| Titre : |
Under the pressure of COVID-19 and the rapid development of online shopping technology, how can large retail stores increase revenue by enhancing the customer experience? |
| Type de document : |
Mémoire |
| Auteurs : |
Yexi SUN, Auteur |
| Année de publication : |
2022 |
| Importance : |
23 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMMERCE ELECTRONIQUE ; MARKETING EXPERIENTIEL ; TECHNOLOGIE
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| Résumé : |
Purpose - The purpose of this paper is to investigate ways to increase revenue by enhancing the customer experience, and to understand the reasons why customers choose or
choose not to choose to go to an offline retail store. Design/methodology/approach - A questionnaire was designed to explore the potential needs of customers from three perspectives: the advantages of offline brick-and-mortar retail stores in the minds of consumers, the most difficult factors for brick-and-mortar retail stores in the minds of consumers, and the potential needs of consumers for brick-and-mortar retail stores. Findings - Determining the status of brick-and-mortar retail stores in the minds of
customers, the study concluded the following:
1. people still choose to buy goods in brick-and?mortar stores compared to online shopping mainly because of the practicality, reliability and the good experience they can feel when shopping offline.
2. the most important reason why brick-and-mortar stores lose customers is that customers feel disrespected in the store, resulting in a bad experience.
3. the most important thing that can enhance the customer's experience in a physical retail store is that after the store is optimized, the customer can have more exclusive service feeling.Implications of the study -
This paper combines two important situations and influencing factors today on top of the theme of customer experience perception: the impact caused by Covid-19 and the rapid development of e-commerce technology in China, and how the impact of these two factors on brick-and-mortar retail stores should help businesses operate better through experience perception enhancement. Limitations of the study - The limitations of this questionnaire are that the sample size is too small and the sample in some regions may not be representative.
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| Programme : |
Global BBA |
| Permalink : |
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Under the pressure of COVID-19 and the rapid development of online shopping technology, how can large retail stores increase revenue by enhancing the customer experience? / 2022 
