Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2016.44-11
CC BY-SA   Open Access   CEEOL

Issue archive / nr 3 (44) 2016
Wymiary doświadczenia zakupowego a satysfakcja konsumenta
(Dimensions of Shopping Experience and Customer Satisfaction)

Authors: Agnieszka Kacprzak
Uniwersytet Warszawski, Wydział Zarządzania
Keywords: Kano model customer satisfaction experience marketing qualitative research
Data publikacji całości:2016
Page range:9 (125-133)
Klasyfikacja JEL: M31
Cited-by (Crossref) ?:

Abstract

Following the paradigm of experience marketing, both brick-and-mortar and virtual shops try to comprehensively affect the senses of consumers, as well as to deliver them cognitive, emotional, relational and behavioral experiences. This is where the question arises, whether all types of experiences have the same impact on customer satisfaction? In the paper the results of qualitative research in the form of individual depth interviews with consumers about their favorite brick-and-mortar and virtual stores are presented. For analysis of collected data the Kano model was used, which divides the attributes of shopping experiences into: attracting, one-dimensional, indifferent, must-be and reversed. The author attempts to identify which dimensions of customer experience cause actual increase of their satisfaction, and which are neutral or counterproductive.
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