New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments
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Data de Publicação: | 2021 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Future Studies Research Journal: Trends and Strategies |
Texto Completo: | https://www.revistafuture.org/FSRJ/article/view/474 |
Resumo: | Purpose: To analyze how the integration dimensions of offline and online environments are present in the management of experiences, in the supermarket retail segmentMethod: The method focuses on analysis and categorization of the state of the art of customer experience management (CEM), according to elements of Schmitt's model (2004) - experiential environments; experience platforms; desired experiences for the brand; customer interaction interfaces; continuous innovation.Originality / Relevance: This study and its dimensions expands the concept of relationship with the customer, leading to a vision that encompasses the creation of value. It fills gaps of CEM by presenting managerial tools for the phenomenon of experience.Findings: Interactions of the CEM dimensions are presented that support the new construct named 'expanded customer experience in the supermarket', which implements the Terblanche model (2018), adding a new dimension: the integration of offline and online operations. This concerns the access of customers to the physical channel of the supermarket, integrating resources, technologies and characteristics of the digital environment, with operations under the omnichannel concept.Theoretical / methodological contributions: Theoretical framework and new construct that expands the scope of the CEM since it highlights the need to integrate the physical and virtual environments to improve experiential sensations. The study is configured as a theory for managing the stimuli that affect customers, the operations of processes in retail and the atmospheres of stores.Social / management contributions: The results help retail managers to improve customer experiences at the point of sale, getting a competitive advantage. |
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New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online EnvironmentsNovo Constructo de Gerenciamento da Experiência Ampliada do Cliente: Integração dos Ambientes Off-Line e On-LineCustomer experience managementRetailExperiential retailSupermarket and GroceryOmnichannelGerenciamento da experiência do clienteVarejoSupermercadoPurpose: To analyze how the integration dimensions of offline and online environments are present in the management of experiences, in the supermarket retail segmentMethod: The method focuses on analysis and categorization of the state of the art of customer experience management (CEM), according to elements of Schmitt's model (2004) - experiential environments; experience platforms; desired experiences for the brand; customer interaction interfaces; continuous innovation.Originality / Relevance: This study and its dimensions expands the concept of relationship with the customer, leading to a vision that encompasses the creation of value. It fills gaps of CEM by presenting managerial tools for the phenomenon of experience.Findings: Interactions of the CEM dimensions are presented that support the new construct named 'expanded customer experience in the supermarket', which implements the Terblanche model (2018), adding a new dimension: the integration of offline and online operations. This concerns the access of customers to the physical channel of the supermarket, integrating resources, technologies and characteristics of the digital environment, with operations under the omnichannel concept.Theoretical / methodological contributions: Theoretical framework and new construct that expands the scope of the CEM since it highlights the need to integrate the physical and virtual environments to improve experiential sensations. The study is configured as a theory for managing the stimuli that affect customers, the operations of processes in retail and the atmospheres of stores.Social / management contributions: The results help retail managers to improve customer experiences at the point of sale, getting a competitive advantage.Objetivo: Analisar como as dimensões da integração dos ambientes off-line e on-line estão presentes no gerenciamento das experiências, no segmento de varejo supermercadistaMétodo: Análise de conteúdo e categorização do estado da arte do gerenciamento da experiência do cliente (GEC), conforme elementos do modelo de Schmitt (2004) – ambientes experienciais; plataformas de experiências; experiências desejadas para a marca; interfaces de interação com o cliente, e; inovação contínua.Originalidade/Relevância: O estudo e suas dimensões amplia o conceito de relacionamento com o cliente, levando a uma visão que abrange a criação de valores. Preenche lacunas sobre GEC ao apresentar ferramentais gerenciais para o fenômeno da experiência.Resultados: São apresentadas interações das dimensões do GEC que embasam o novo constructo nomeado de ‘experiência ampliada do cliente no supermercado’, que implementa o modelo de Terblanche (2018), agregando uma nova dimensão: a integração das operações off-line e on-line. Esta, diz respeito ao acesso dos clientes no canal físico do supermercado, integrando recursos, tecnologias e características do ambiente digital, com operações sob a concepção omnichannel.Contribuições teóricas / metodológicas: Arcabouço teórico e constructo que amplia o escopo do GEC uma vez que evidencia a necessidade de integração dos ambientes físico e virtual para melhorar as sensações experienciais. O estudo se configura como teoria para gerenciamento dos estímulos que afetam os clientes, as operações dos processos no varejo e as atmosferas das lojas.Contribuições sociais / para a gestão: Os resultados contribuem para que gestores varejistas melhorem as experiências do cliente no ponto de venda, obtendo vantagem competitiva.Future Studies Research Journal: Trends and Strategies2021-03-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfhttps://www.revistafuture.org/FSRJ/article/view/47410.24023/FutureJournal/2175-5825/2021.v13i2.474Future Studies Research Journal: Trends and Strategies; Vol. 13 No. 2 (2021): MAY/AUGUST; 203-229Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 13 n. 2 (2021): MAY/AUGUST; 203-2292175-5825reponame:Future Studies Research Journal: Trends and Strategiesinstname:Fundação Instituto de Administração (FIA)instacron:FIAporhttps://www.revistafuture.org/FSRJ/article/view/474/487Copyright (c) 2021 Future Studies Research Journal: Trends and Strategiesinfo:eu-repo/semantics/openAccessCarvalho, João Luiz Gilberto deToledo, Geraldo Luciano2021-03-29T21:04:04Zoai:ojs.future.emnuvens.com.br:article/474Revistahttps://www.revistafuture.org/FSRJ/oai2175-58252175-5825opendoar:2021-03-29T21:04:04Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA)false |
dc.title.none.fl_str_mv |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments Novo Constructo de Gerenciamento da Experiência Ampliada do Cliente: Integração dos Ambientes Off-Line e On-Line |
title |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments |
spellingShingle |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments Carvalho, João Luiz Gilberto de Customer experience management Retail Experiential retail Supermarket and Grocery Omnichannel Gerenciamento da experiência do cliente Varejo Supermercado |
title_short |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments |
title_full |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments |
title_fullStr |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments |
title_full_unstemmed |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments |
title_sort |
New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments |
author |
Carvalho, João Luiz Gilberto de |
author_facet |
Carvalho, João Luiz Gilberto de Toledo, Geraldo Luciano |
author_role |
author |
author2 |
Toledo, Geraldo Luciano |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Carvalho, João Luiz Gilberto de Toledo, Geraldo Luciano |
dc.subject.por.fl_str_mv |
Customer experience management Retail Experiential retail Supermarket and Grocery Omnichannel Gerenciamento da experiência do cliente Varejo Supermercado |
topic |
Customer experience management Retail Experiential retail Supermarket and Grocery Omnichannel Gerenciamento da experiência do cliente Varejo Supermercado |
description |
Purpose: To analyze how the integration dimensions of offline and online environments are present in the management of experiences, in the supermarket retail segmentMethod: The method focuses on analysis and categorization of the state of the art of customer experience management (CEM), according to elements of Schmitt's model (2004) - experiential environments; experience platforms; desired experiences for the brand; customer interaction interfaces; continuous innovation.Originality / Relevance: This study and its dimensions expands the concept of relationship with the customer, leading to a vision that encompasses the creation of value. It fills gaps of CEM by presenting managerial tools for the phenomenon of experience.Findings: Interactions of the CEM dimensions are presented that support the new construct named 'expanded customer experience in the supermarket', which implements the Terblanche model (2018), adding a new dimension: the integration of offline and online operations. This concerns the access of customers to the physical channel of the supermarket, integrating resources, technologies and characteristics of the digital environment, with operations under the omnichannel concept.Theoretical / methodological contributions: Theoretical framework and new construct that expands the scope of the CEM since it highlights the need to integrate the physical and virtual environments to improve experiential sensations. The study is configured as a theory for managing the stimuli that affect customers, the operations of processes in retail and the atmospheres of stores.Social / management contributions: The results help retail managers to improve customer experiences at the point of sale, getting a competitive advantage. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-03-12 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/474 10.24023/FutureJournal/2175-5825/2021.v13i2.474 |
url |
https://www.revistafuture.org/FSRJ/article/view/474 |
identifier_str_mv |
10.24023/FutureJournal/2175-5825/2021.v13i2.474 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/474/487 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Future Studies Research Journal: Trends and Strategies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Future Studies Research Journal: Trends and Strategies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
dc.source.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies; Vol. 13 No. 2 (2021): MAY/AUGUST; 203-229 Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 13 n. 2 (2021): MAY/AUGUST; 203-229 2175-5825 reponame:Future Studies Research Journal: Trends and Strategies instname:Fundação Instituto de Administração (FIA) instacron:FIA |
instname_str |
Fundação Instituto de Administração (FIA) |
instacron_str |
FIA |
institution |
FIA |
reponame_str |
Future Studies Research Journal: Trends and Strategies |
collection |
Future Studies Research Journal: Trends and Strategies |
repository.name.fl_str_mv |
Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA) |
repository.mail.fl_str_mv |
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1808843618161524736 |