For most companies, developing a satisfying customer experience has a direct impact on their future revenue streams. They now have to consider creating such “experiences”. The purpose of this thesis is to provide a better understanding on how to build a positive experience in retail stores. In order to reach this purpose, research questions related to website design and customer service were focused on. Via a review of literature related to these research questions, a conceptual framework was developed and tested. Using a quantitative approach within the hand-woven carpet industry was used to collect data. The findings indicate that if companies try to concentrate on the quality of service and its relation with their customers satisfaction they can successfully build a positive experience in their retail stores for their customers.
This paper aims to investigate and determine the nature of the service quality construct and its relationship with those of customer satisfaction, customer experience and behavioral intentions. Moreover this study purpose to identify which dimension that is the best predictor of overall service quality, in terms of generating an outcome that identifies dimensions regarding service quality in Iranian retail stores.
This was achieved through performing a theoretical and empirical study. The theoretical study provided by identifying relevant theories, determining and defining service quality, customer satisfaction, customer experience and behavioral intention for retailers in the industry of Iranian handmade carpet. The empirical study comprised of 500 questionnaires. Key findings of the study are that service quality is represented by four dimensions the hand-woven carpet industry. The best predictor of overall service quality is the dimensions referred to as “Tangibility”, “Reliability”, “Responsiveness” and “Knowledge of Employee”. Moreover there is strong relation between “customer experience” from onside and “service quality, customer satisfaction, behavioral intention” from the other side.
Author: Araghchi, Ali
Source: Luleå University of Technology
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