"Customer Price Experience Management" in Multiple Channels

Document Type : Sterategic Management

Authors

1 Phd., Business Management, Faculty of Management, university of Tehran, Tehran, Iran

2 Faculty of management ,University of Tehran

3 . Assistant Professor Business Administration, Faculty of Management, University of Tehran, Tehran, Iran

10.22080/jem.2024.23495.3740

Abstract

Retailers need to identify the positive and negative price experiences of customers in retail stores with multiple channels and more importantly, they need to manage these positive and negative price experiences. So, in this research, the Customer Price Experience management in multiple channels is discussed. This research was conducted with a single qualitative approach, interpretive philosophy and theme analysis. The statistical population of the research includes clients of managers and professors of marketing and pricing of retailers. The sampling method is targeted and selective sampling method with maximum diversity. MAXQDA 2020 software has been used to extract 11 and 15 main themes in offline and online shopping, respectively. According to the findings, the codes of freedom of action (main theme: improving seller bias) (5 referrals) and real discount (main theme: enhancing loyalty/pleasure/saving) (4 referrals), in the offline channel, and images codes with quality/genuine (main theme: improving risk) (6 referrals), comparing similar goods (main theme: improving non-comparability) (6 referrals), in the online channel the most frequent in terms of the number of references, based on the way classification There have been works to improve negative price experiences and ways to enhance customers' positive price experiences in multiple channels. These codes are the result of the researcher's deep involvement with the research subject of the researcher's studies and notes (memos) in the research process.

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Main Subjects

References

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History

  • Receive Date: 05 July 2022
  • Revise Date: 28 January 2023
  • Accept Date: 26 March 2024

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