Mapping the Customer Experience Management Strategies for Customer Loyalty in Retail Hypermarket Jabodetabek
DOI:
https://doi.org/10.21512/tw.v16i1.1539Keywords:
utilitarian shopping value, hedonic shopping value, customer experience management, customer satisfaction, customer loyaltyAbstract
Today, competition in the global market has become increasingly difficult and and at the same time products and services provided by retail companies tend to be similar. So in such circumstances, customers expect not only satisfied with the products and services, but also the pursuit of the perfect shopping experience during the shopping process. The purpose of this study was to devise a customer experience management strategy at a hypermarket retailer Carrefour, Hypermart, Giant, and Lotte Mart. Both overall and per hypermarket retail chains that have the same character. The method used is Factor Analysis, Multi Dimension Scaling (MDS). The object of research is the hypermarket retail customers in Jakarta, Bogor, Depok, Tangerang and Bekasi to sample 360 people. The results of MDS mapping CEM variable per retail hypermarket retail hypermarket seen no one who is in the first quadrant in which the dimensions 1 and 2 positive namely Giant
hypermarket retail. Tthere are three retail hypermarket located in quadrant 2 wherein the dimensions of 1 positive and 2 negative dimension namely retail Carrefour, Hypermart and Lotte Mart. In MDS can be classified Group 1 are the outlets; Group 1 are GPS (Giant Plaza Semanggi), CLB (Carrefour Lebak Bulus), CPH (Carrefour Permata Hijau) and HPV (Hypermart Pejaten Village) which leads to a positive value. While other outlets in group 2 are CCB (Carrefour Cibinong Bogor), GBT (Giant BSD Tangerang), GMD (Giant Margo city Depok), HPB (Hypermart Pondok Gede Bekasi), HJT (Hypermart JACC Thamrin), LRP (Lotte Mart Ratu Plaza), LKG (Lotte Mart Kelapa Gading), LF (Lotte Mart Fatmawati) have in common in the lower quadrant (negative).
Plum Analytics
References
Ceribeli, H. B., Merlo, E. M., Senesi, S., & Palau, H. (2012). A comparative analysis of consumer experience in Brazil and Argentina. Revista Alcance, 19(2), 259–272.
Claeys, C., & Roozen, I. (2012). Do emotional and functional customer experiences influence customer satisfaction, recommendation and loyalty? Journal Economic & Management, 1(17).
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing, 85(1), 1–14. Retrieved from http://www.sciencedirect.com/science/article/pii/S0022435909000025
Miharja, N. E. (2010). Effect of Relationship Marketing on Customer Satisfaction and Customer Loyalty in Giant Hypermarket Maspion Square Jl. Ahmad Yani Surabaya. UPN.
Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: Understanding the buying process. Journal of Retailing, 85(1), 15–30. Retrieved from http://www.sciencedirect.com/science/article/pii/S0022435908000869
Sekaran, U. (2006). Metodologi Penelitian untuk Bisnis (4th ed.). Jakarta: Salemba Empat.
Supranto, J., & Limakrisna, N. (2012). Petunjuk Praktis Penelitian Ilmiah untuk Menyusun Sripsi, Tesis, dan Disertasi (2nd ed.). Jakarta: Mitra Wacana Media.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31–41. Retrieved from http://www.rug.nl/staff/p.c.verhoef/jr_customer_experience.pdf
Wijaithammarit, S., & Taechamaneestit, T. (2012). Customer experience management influences customer loyalty: Case study of supercenters in Thailand. IPEDR, 47–52. Retrieved from http://www.ipedr.com/vol50/011-CBETM2012-A00024.pdf
Yang, Z.-Y., & He, L.-Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738–6746. http://doi.org/10.5897/AJBM10.1287
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
