Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  6   Issue 10  2017  
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Article Abstract
Cognitive Customer Experience of Women Shopper in Personal Interaction in Thailand’s Department Store: An Examination of The Influence of Previous Experience
Keywords:  Cognitive customer experience, personal interaction, previous experience, women shopper, department store and Thailand
Siripat Chodchuang and Mahmod Sabri Haron
This paper focuses on the importance of personal interaction in the process of building cognitive customer experience and previous experience moderated linkage between personal interaction and cognitive customer experience, especially when department stores are faced with significant changes in the retail market. Thus, the creation of good customer experience is the most important, and it has become one of the central objectives in the retailing industry. The aims of this paper are to examine the effects of personal interaction on cognitive customer experience and test previous experience moderate the relationship between personal interaction and cognitive customer experience among women shopper at ladies department in Thailands department stores. The research is conducted with 1,229 respondents comprising women shoppers in Thailand. Data collection used self-administered survey questionnaires, while quota sampling was used as the sampling method. Findings indicate that personal interaction has an important impact on cognitive customer experience. Moreover, the model appraises the impact of previous experience which moderates the relationship between the personal interaction and cognitive customer experience.
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