The relationship between lifestyle and consumer experience management: a study of case in the retail sector
DOI:
https://doi.org/10.5585/remark.v19i2.14811Keywords:
Lifestyle, Consumption experiences, VALS, RetailAbstract
Objective: This article intends to analyze the relationship between lifestyle and consumer experience management.
Method: We decided on a multi-method research approach, through a case study of the brand Gang. The research had a qualitative stage. We conducted in-depth interviews, checked the brand's physical stores, and analyzed pertinent documents. This study figured a quantitative stage as well, in which consumers of the brand answered an online questionnaire and, by the end, a qualitative stage through in-depth interviews with the brand’s consumers.
Originality/Relevance: this article focuses on the alignment between the concepts of lifestyle and consumer experience, analyzing both convergent and divergent aspects within this relationship.
Results: the results show that, understanding consumer experiences through their lifestyle can be considered appropriate to create and sustain the experience proposed by a brand.
Theoretical/methodological contributions: Considering that there are controversies in the literature about the most appropriate method to measure customer experiences, this study contributes by proposing a multi-method research approach. Furthermore, this topic has been addressed in the literature by considering only the company's vision in customer experience management. This study will consider a two-way view - the company's look as well as the consumer's perception.
Downloads
References
Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. Journal of Consumer Behaviour, 1(1), 50-66.
Amyx, D., Bristow, D., & Schneider, K. (2004). A cross cultural comparison of consumer tendencies and subsequent communication implications. Marketing Management Journal, 14(2).
Bardin, L. (1979), Análise de conteúdo. Lisboa: Edições 70.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120-141.
Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
Bitner, M. J. (1992), Servicescapes: the impact of physical surroundings on customer and employees. Journal of Marketing. 56, April.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Brasil, V. S. (2007). Experiência de Consumo: aspectos conceituais, abordagens metodológicas e agenda de pesquisa. EnANPAD, 31º. Anais… Rio de Janeiro: ANPAD.
Chiagouris, L. G. (1991). Industrial buying behavior: the personal dynamics of the decision maker (Doctoral dissertation, City University of New York).
Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to
self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66–82.
Flick, U. Introdução à pesquisa qualitativa. 3 ed. Porto Alegre: Bookman, 2009.
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
González, Ana M., & Bello, Laurentino. (2002), The construct “lifestyle” in market segmentation. European Journal of Marketing, 36, 1/2.
Gupta, S., & Vajic, M. (2000). The contextual and dialectical nature of experiences. New service development: creating memorable experiences, 33-51.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. Bookman Editora.
Hawkins, D. I., & Mothersbaugh, D. L. (2018). Comportamento do consumidor: construindo a estratégia de marketing. Elsevier Brasil.
Helman, D., & Chernatony, L. D. (1999). Exploring the development of lifestyle retail brands. Service Industries Journal, 19(2), 49-68.
Hirschman, E. C.; Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 92-101.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Lemon, K. N., & Verhoef, P. C. (2016), Understanding Customer Experience and the Customer Journey. Journal of Marketing, p. 1–62.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
Meyer, C., & Schwager, A. (2007). Customer Experience. Harvard Business Review, 1-11.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
Morin, S., Dubé, L. & Chebat, J-C. (2007), The role of pleasant music in servicescapes: A test of the dual model of environmental perception. Journal of Retailing, v. 83, n. 1, p. 115-130.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Pullman, M. E., & Gross, M. A. (2003). Welcome to your experience: Where you can check out anytime you'd like, but you can never leave. Journal of Business and Management, 9(3), 215.
Schmitt, B. H. (2004). Gestão da Experiência do Cliente Uma Revolução. Bookman.
Schmitt, B. H. (2002). Marketing Experimental – Exame. NBL Editora.
Schmitt, B. H, Brakus, J, & Zarantonello, L. (2015), From Experiential Psychology to Consumer Experience. Journal of Consumer Psychology, Vol.25 January, p.166 – 171.
Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons.
Turley, L. W., & Chebat, J-C. (2002), Liking retail strategy, atmospheric design
and shopping behavior. Journal of Marketing Management. v. 18, p. 125-144.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Revista Brasileira de Marketing
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Abstract 851
- PDF 632
