International Journal of Marketing and Business Communication

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Managing Customers’ Self in Retail


Affiliations
1 Faculty - Marketing Area, International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, India
     

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The present study aims at conceptualising customers’ self as an important determinant of customer experience in retail. Customers are sensitive to the way they are treated in the store. Their interactions with sales staff at every stage influence their shopping experience, behaviour, and purchase decision. The manner in which a customer is attended to, treated, responded to, advised, and serviced, has a lasting impact on memory, satisfaction, and purchase behaviour. This phenomenon can be largely attributed to customers’ self – a characteristic that regulates the customers’ response towards retailer’s efforts in handling them in the stores. It is a multidimensional construct constituted by the elements of self-esteem, self-image, and self-concept. The present study is based on exploratory research, conceptualising customers’ self, and suggests a framework for its management in the retail context. It opens up new areas for research in customer psychology in retail. Retailers can manage the customers’ self in an appropriate manner and innovative ways to make their entire shopping experience pleasurable and memorable, through adequately trained employees in terms of their functional skills, social skills, and motivation levels, thereby enhancing sales performance. The study contributes by proposing conceptualisation and management of customers’ self in retailing.

Keywords

Customers Self, Customer Experience, Retail Experience, Shopping Experience, Self-Concept, Employee Behaviour, Store Staff
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  • Managing Customers’ Self in Retail

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Authors

Shilpa Bagdare
Faculty - Marketing Area, International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, India

Abstract


The present study aims at conceptualising customers’ self as an important determinant of customer experience in retail. Customers are sensitive to the way they are treated in the store. Their interactions with sales staff at every stage influence their shopping experience, behaviour, and purchase decision. The manner in which a customer is attended to, treated, responded to, advised, and serviced, has a lasting impact on memory, satisfaction, and purchase behaviour. This phenomenon can be largely attributed to customers’ self – a characteristic that regulates the customers’ response towards retailer’s efforts in handling them in the stores. It is a multidimensional construct constituted by the elements of self-esteem, self-image, and self-concept. The present study is based on exploratory research, conceptualising customers’ self, and suggests a framework for its management in the retail context. It opens up new areas for research in customer psychology in retail. Retailers can manage the customers’ self in an appropriate manner and innovative ways to make their entire shopping experience pleasurable and memorable, through adequately trained employees in terms of their functional skills, social skills, and motivation levels, thereby enhancing sales performance. The study contributes by proposing conceptualisation and management of customers’ self in retailing.

Keywords


Customers Self, Customer Experience, Retail Experience, Shopping Experience, Self-Concept, Employee Behaviour, Store Staff

References