Κατανοώντας την αγοραστική εμπειρία μέσα από το αγοραστικό ταξίδι. Περίπτωση κλάδου super market
Master Thesis
Date
2019-09View/
Keywords
Αγοραστική εμπειρία ; Αγοραστικό ταξίδι ; Αγοραστικό μάρκετινγκ ; Shopper marketing ; Πολυκαναλικό μάρκετινγκ ; Omnichannel marketing ; Κλάδος super marketAbstract
This thesis with title: "Understanding the customer Experience Through the customer journey - Case of the Super Market Sector, addresses the importance that businesses should pay to the touchpoints they have with their consumers which are able to demonstrate a positive customer experience.
First identifies the definition of the customer experience and how it is shaped and then analyzes the definition of the customer journey that customers follow before, during and after purchasing a product or service. Then it contains a breakdown of the term shopper marketing as noted in the English literature in combination with its differences with classical / traditional marketing. This thesis could not miss the new trend called multichannel marketing or omnichannel marketing since the touchpoints of each business with each customer are many and different but should be treated unified as they form together the quality and effectiveness of the customer experience. To summarize the bibliographic background comes a survey conducted by filling out an online questionnaire in order to highlight the factors that play an important role in the experience in the super market sector which has been preceded by a brief description along with updated information on the course that follows.