Customer Experience Management in Retailing for Retail Patronage

The retailing sector is growing with the opening up of the sector by the government, as more and more FDI‘s is permitted in the retail sector. The customer experiences and their mapping are very important for every retailer because the strength of their business is dependant on the experiences given by the retailer. Different customers have different expectations from these retailers and therefore to understand the nature of experiences met by the customers is important to be studied.

The article is focusing the customer experiences of the customers at various grocery retail stores. These have been divided into categories like- product related and market related factors which influences the consumer perception about the retailers. This will also help in understanding the retail patronage by the consumers. The results have highlighted the importance of Aesthetics, Competence and Conformance as the important factors influencing the consumer experiences and increasing retail patronage.