Customer Experience Model: Social Environment, Retail Brand and Positive WOM

Abstract

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