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Exploring the Success Factors of Customer Experience in Retail: A Thematic Analysis
Abstract
The Retail industry is facing a transformation driven by digitalization, customer expectations and heightened post-pandemic consciousness revolving around value, ethics and experience. Consumer experience (CX) has been widely researched, but there is limited empirical research which showcases the practitioner perspective on CX success factors in emerging markets like India. This study addresses this gap and adopts a qualitative Braun and Clarke's thematic analysis approach. This approach is based on in-depth interviews (n=15) with professionals from diverse retail backgrounds. The findings of this research reveal four interrelated drivers of CX i.e. excellence, personalization and customer engagement along with technology integration and sustainability. These factors collectively shape consumer trust, loyalty and lead to long term business growth. The novelty of this study lies in integrating practitioner insights into a comprehensive conceptual model which reflects post COVID shifts in omnichannel behavior.
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