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Omnichannel retailers strive for the best possible seamless CX, i.e., consumers’ holistic, subjective, and multidimensional mental responses to a perceived interaction with a firm in each customer journey stage. Stage-specific CXs are relevant because they cross the boundaries of the pre-purchase and purchase stages, for example. Firms focus on overall or stage-specific CXs: Ralph Lauren (2021) in the pre-purchase stage to reach more consumers; Victoria’s Secret in the purchase stage with an exceptional store experience.

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Study 4: Perceived Customer Experience in a Pre-purchase Stage and a Purchase Stage. Links, Effects and Moderations

  • 章节

  • 发表日期：

    2025年

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  • Nils Fränzel

摘要

Omnichannel retailers strive for the best possible seamless CX, i.e., consumers’ holistic, subjective, and multidimensional mental responses to a perceived interaction with a firm in each customer journey stage. Stage-specific CXs are relevant because they cross the boundaries of the pre-purchase and purchase stages, for example. Firms focus on overall or stage-specific CXs: Ralph Lauren (2021) in the pre-purchase stage to reach more consumers; Victoria’s Secret in the purchase stage with an exceptional store experience.