Le souvenir de l’experience vécue en magasin physique. Les apports de l’analyse de réseaux

Michaël Flacandji
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Michaël Flacandji: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The memory of the in-store shopping experience. Evidence from a network analysis What is the memory of an in-store experience, and how does this memory affect the customer-retailer relation- ship? In order to analyse the structure of the shopping experience memory, we conduct a longitudinal study of 132 customers. Using network analysis, we highlight a memory structure built around four categories of elements: 1) the store and its environment, 2) the products, 3) the interactions with staff, 4) the evaluation of the experience. We show that a physical store has the ability to generate memories that allows it to create and main- tain the customer-retailer relationship.

Keywords: shopping experience; memory of the experience; experiential marketing; multichannel; network ana- lysis.; expérience de magasinage; souvenir de l’expérience; marketing expérientiel; multicanal; analyse de réseau. (search for similar items in EconPapers)
Date: 2017-12-19
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2017, 88, pp.71-87. ⟨10.7193/DM.088.71.87⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308233

DOI: 10.7193/DM.088.71.87

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