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Ett detaljhandelsperspektiv på kundupplevelser i fysiska butiker: Ett exempel från Dalarna
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A retail perspective on customer experience in physical stores: an example from Dalarna (English)
Abstract [en]

E-commerce is challenging the traditional trade in physical stores. Sales growth in the consumer goods trade has stopped while e-commerce continues to grow. Companies can use customer experience strategies in response to the challenge of remining profitable and avoiding a so-called store death. From a retail perspective, this study investigated how companies use customer experiences in physical stores. The study has identified several customer experience strategies applied by the companies but also why they chose to apply these strategies. It appears that the staff has a significant importance in the store and is likely to be an important factor as to why customers continues to buy their fashion goods in physical stores.

Abstract [sv]

E-handeln utmanar den traditionella handeln i fysiska butiker. Omsättningstillväxten i sällanköpsvaruhandeln har avstannat samtidigt som ehandeln fortsätter att växa. Företagen kan använda kundupplevelsestrategier som svar på utmaningen för att återstå lönsamma och undvika en så kallad butiksdöd. Den här studien har utifrån ett detaljhandelsperspektiv undersökt hur företag använder kundupplevelser i fysiska butiker. Studien har identifierat flertalet kundupplevelsestrategier tillämpade av företagen men också varför de valt att tillämpa dessa strategier. Det framkommer att personalen har en väsentlig betydelse i butiken och torde vara en viktig faktor till varför kunder fortfarande fortsätter att handla sina modevaror i fysiska butiker.

Place, publisher, year, edition, pages
2019.
Keywords [sv]
detaljhandeln, sällanköpsvaruhandeln, fysiska butiker, modebranschen, kundupplevelser, konkurrens
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-31094OAI: oai:DiVA.org:du-31094DiVA, id: diva2:1369840
Available from: 2019-11-13 Created: 2019-11-13

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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