Novo Constructo de Gerenciamento da Experiência Ampliada do Cliente: Integração dos Ambientes Off-Line e On-Line

Abstract

Purpose: To analyze how the integration dimensions of offline and online environments are present in the management of experiences, in the supermarket retail segmentMethod: The method focuses on analysis and categorization of the state of the art of customer experience management (CEM), according to elements of Schmitt's model (2004) - experiential environments; experience platforms; desired experiences for the brand; customer interaction interfaces; continuous innovation.Originality / Relevance: This study and its dimensions expands the concept of relationship with the customer, leading to a vision that encompasses the creation of value. It fills gaps of CEM by presenting managerial tools for the phenomenon of experience.Findings: Interactions of the CEM dimensions are presented that support the new construct named 'expanded customer experience in the supermarket', which implements the Terblanche model (2018), adding a new dimension: the integration of offline and online operations. This concerns the access of customers to the physical channel of the supermarket, integrating resources, technologies and characteristics of the digital environment, with operations under the omnichannel concept.Theoretical / methodological contributions: Theoretical framework and new construct that expands the scope of the CEM since it highlights the need to integrate the physical and virtual environments to improve experiential sensations. The study is configured as a theory for managing the stimuli that affect customers, the operations of processes in retail and the atmospheres of stores.Social / management contributions: The results help retail managers to improve customer experiences at the point of sale, getting a competitive advantage.