To get more footfalls to sell more is the purpose of all retail stores. Customers keep coming back if they are given value for their money. Creating a superior customer experience can differentiate companies (Grewal, Levy, and Kumar 2009; Verhoef et al. 2009).. This experience is created by experience at a retail point as well as by outside factors that are influence of others, purpose of shopping etc.
Firms already acknowledge the importance of understanding and managing customer experience and engagement levels (Accenture 2015; Marketing Science Institute 2016), as do academics (e.g., Grewal, Levy, and Kumar 2009; Lemon and Vehoef 2016; Puccinelli et al. 2009; Verhoef et al. 2009
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