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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

A Framework to Explore Customer Experience on First-Store Design Concept in China

Cuiyu Xi, Muhammad Zaffwan Idris

http://dx.doi.org/10.6007/IJARBSS/v11-i1/8537

Open access

Driven by big data, the development of new technology and the enhancement of customer experience (CX), the first-store transformed the retail industry. Based on customer-centric approach and driven by S-O-R model, this paper proposed a new framework to amplify the quality of CX. Furthermore, this study is proposing the adaptation from service design tools including personas and customer journey map. Thus, data are collected from the customer visit at first-store by dividing it into three stages: pre-visit, during-visit, and post-visit. Consumer personas are generated according to the market segmentation theory, which was proposed as a part of the framework proposed in this paper.

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In-Text Citation: (Xi, & Idris, 2021)
To Cite this Article: Xi, C., & Idris, M. Z. (2021). A Framework to Explore Customer Experience on First-Store Design Concept in China. International Journal of Academic Research in Business and Social Sciences, 11(1), 475–482.