Customer memory of the in-store shopping experience. Evidence from a network analysis

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2017

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Décisions Marketing

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Cairn.info

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Cairn

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Cairn

Mots-clés En

authenticity commodification process connoisseurship gastronomic and Bacchic brotherhoods

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Retention (Psychology)

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Michaël Flacandji, « Customer memory of the in-store shopping experience. Evidence from a network analysis », Décisions Marketing, ID : 10670/1.d93388...

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What memory does the customer have of an in-store experience, and how does this memory affect their relationship with the retailer? In order to analyze the structure of the shopping experience memory, we conduct a longitudinal study of 132 customers. Using network analysis, we identify a memory structure built around four categories of elements: 1) the store and its environment, 2) the products, 3) the interactions with staff, 4) the evaluation of the experience. We show that a physical store has the ability to generate memories that allows it to create and maintain the customer–retailer relationship.

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