Research on the formation process of customer experience through co-creation activity between retailers and customers

2023 Fiscal Year Final Research Report

• Project/Area Number: 21K13394
• Research Category: Grant-in-Aid for Early-Career Scientists
• Allocation Type: Multi-year Fund
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Kanazawa University
• Principal Investigator: ZHANG JING 金沢大学, 経済学経営学系, 講師 (20803472)
• Project Period (FY): 2021-04-01 – 2024-03-31
• Keywords: 顧客経験 / 共創活動 / 価値共創 / 価値創造 / 小売マーケティング

Outline of Final Research Achievements

The aim of this study was to elucidate how customer experiences are shaped and transformed through continuous co-creation activities between retailers and customers. To achieve this research objective, a literature review, a survey of the actual co-creation activities between retailers and customers, interviews with customers, and a questionnaire survey were conducted. As a result, a classification axis of co-creation activities between retailers and customers was proposed from the perspective of customer experience formation. It was found that events characterized by emotional arousal, memorability, and novelty are perceived as experiential, and that memories of past experiences change through word-of-mouth transmission behavior to others. It was confirmed that the memorable nature of experiences influences the formation of customer experience processes that change over time.

Free Research Field

マーケティング

Academic Significance and Societal Importance of the Research Achievements

顧客経験に関する理論的・実証的研究は、通常、特定の時点において、企業の特定のタッチポイントに対する顧客の反応に焦点を当てている。本研究では、これまでに十分に検討されてこなかった顧客経験の動的な特性に焦点を当て、その中で小売企業と顧客の継続的な共創活動が果たす役割を検討した。得られた知見は、顧客経験の包括的な理論構築に寄与している。一連の調査結果は、顧客の生活世界における文脈を管理することが、顧客経験の形成に対して効果的である可能性を示している。これらの知見は、小売企業において、これまでにコントロールできなかった経験形成プロセスに関するマーケティング戦略の展開に示唆を与えている。