Đo lường trải nghiệm khách hàng trong bán lẻ
Tóm tắt
– Nghiên cứu này nhằm phát triển một thang đo đáng tin cậy và hợp lệ về trải nghiệm khách hàng trong bán lẻ.
– Quá trình phát triển thang đo khoa học đã được thực hiện. Phương pháp khảo sát được sử dụng để thu thập dữ liệu. Kết quả được kiểm tra độ tin cậy và tính hợp lệ bằng Phân tích nhân tố xác nhận.
– Nghiên cứu khái niệm hóa trải nghiệm khách hàng trong bán lẻ như một cấu trúc đa chiều đáng tin cậy và hợp lệ, với bốn chiều được giải thích: giải trí, niềm vui, đặc trưng và tâm trạng.
– Nghiên cứu này chỉ giới hạn trong những cửa hàng bán lẻ cá nhân “có thật”. Các tác động trung gian và điều chỉnh của các biến ngữ cảnh và ảnh hưởng của các yếu tố trước đó chưa được nghiên cứu. Nghiên cứu cung cấp cái nhìn về trải nghiệm khách hàng trong bán lẻ “được cung cấp” như mà người mua sắm nhận thức cho các nghiên cứu trong tương lai.
– Thang đo này có thể được sử dụng để đo lường phản ứng trải nghiệm của khách hàng bán lẻ và cung cấp hướng dẫn cho các chiến lược bán lẻ.
– Nghiên cứu này trình bày một thang đo có giá trị tâm lý học để đo lường trải nghiệm khách hàng trong bán lẻ.
Từ khóa
Tài liệu tham khảo
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