Competitive advantage today can be achieved not only through selling the products or\nservices to consumers, but also emphasizing the creation of customer experience. On the\nother hand, the company does not merely orient to customer satisfaction as customer\nsatisfaction will stagnate at some points. Companies need to find new formulations to retain\ntheir customers by creating customer experience. The customer experience can occur through\nthe stimulations which some are controllable whereas some others are uncontrollable by the\ncompany. Social environment and retail brand image can influence the creation of customer\nexperience. Unpleasant emotions experienced by customers will support their positive WOM.\nCustomers who spread positive WOM tend to be loyal to the company. This article provides\nsome ideas related to retail companies in retaining their customers through the creation of\ncustomer experience.
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