Resumen de Examining and recognizing the interaction effect of customer experience management (case Isfahan city centerhyper) study
Behnaz Shakib, Ali Karbasi, Asieh Javadi Nezhad
. It is important to pay attention to the effective role of customer experience in making decisions about the sustainability of purchasing from an organization in the competitive environment of today's businesses. In fact, the concept of customer experience is used as an optimal strategy for gaining competitive advantage. Therefore, the purpose of this research is to investigate and identify the interactions between the dimensions of customer experience management. In this research, a descriptive survey method has been used. The questionnaire has been answered by 450 customers in the center of the survey center who have been selected by available random sampling method. Finally, 400 questionnaires were analyzed. In this study, using Smart Pls6 software, convergent validity, composite reliability and Cronbach's alpha have been analyzed. Also, to determine the interaction of customer experience management dimensions, Pearson test was used with SPSS software. The results of Pearson correlation test showed a positive correlation between all aspects of customer experience and the interactive and practical experience with 0.98 had the highest correlation and sensory experience and practical experience with 0.513 least correlation. Considering the results of the Pearson correlation test, it is recommended that the store plan to enhance interactive and practical experience.
