A Qualitative Study of Customer Experience in Retail Industry

Customer experience is defined as the direct or indirect experience of the customer from the service, organization, and facilities process, and how the customer interacts with the company's services and other customers. There has not been much research on the concept of customer experience. Therefore, the purpose of this qualitative research is to investigate what the customer experience is in the retail industry. The research data were collected through snowball sampling and interviews with 12 of the most recent consumers of Pagan dairy products. Then these data were coded, categorized and described and the conceptual map of the themes was drawn up. The main themes identified in this research are as follows: 1) Product familiarity 2) Advertising 3) Appearance of the product 4) Taste 5) Innovation and change 6) Distribution channel 7) Consultation 8) Mindfulness of customers 9) ) Customer engagement with product. The customer experience is a novelty in the field of marketing, which the researchers tried to cover to some extent the theoretical vacuum.