Customer Experience Determinants in B2B Physical Retail - Case Company X Retail Store
Östring, Jaakko-Juhana (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023101227411
https://urn.fi/URN:NBN:fi:amk-2023101227411
Tiivistelmä
The objective of this study was to cover the dynamics of B2B physical retail in an omnichannel setting within the construction field and find out customers' viewpoints on their customer experiences with the case company that resulted in recommendations for them.
The aim of this thesis was to understand customers better and map their needs to improve customer encounters in case company. This study was qualitative in nature, in which ten participants were interviewed, who were decisionmakers and employees working in various sectors of construction.
This study suggests that customers have had successful experiences with the case company which involves the whole structure of experiences such as all contacts with the brand, its products, services, and people. The same aspects resulted in increased loyalty towards the company with a high emphasis on high quality and functionalities, both in products and customer service. One notable finding was that the brand has been able to position itself in the markets so well that among this reference group, the quality metrics are perceived as more important than price.
Today also in B2B, the presence of omnichannel is prominent. It seems that each channel is used for specific reasons and in specific situations. This study shows that physical retail in construction is one channel alongside many but has a special role; customers get direct contact with the brand, its products, and people. At the stores, customers feel that they get professional advice, and appreciate that they can see and feel the products prior to the purchase. Additionally, operative fluency is highly demanded including fast service, immediate availability, and easy collection of orders. Professionality was the most highlighted factor in interviews, and research implies that this element will be stressed in the future in B2B over the digitalization of services. However, some digital infusions can be utilized in the stores, keeping in mind the role of competent frontline staff and this will be addressed in the final chapters of the thesis.
As a contribution to this work, the following chapters deal extensively and comprehensively with customer experience factors that touch on the interaction between physical retail and omnichannel.
The aim of this thesis was to understand customers better and map their needs to improve customer encounters in case company. This study was qualitative in nature, in which ten participants were interviewed, who were decisionmakers and employees working in various sectors of construction.
This study suggests that customers have had successful experiences with the case company which involves the whole structure of experiences such as all contacts with the brand, its products, services, and people. The same aspects resulted in increased loyalty towards the company with a high emphasis on high quality and functionalities, both in products and customer service. One notable finding was that the brand has been able to position itself in the markets so well that among this reference group, the quality metrics are perceived as more important than price.
Today also in B2B, the presence of omnichannel is prominent. It seems that each channel is used for specific reasons and in specific situations. This study shows that physical retail in construction is one channel alongside many but has a special role; customers get direct contact with the brand, its products, and people. At the stores, customers feel that they get professional advice, and appreciate that they can see and feel the products prior to the purchase. Additionally, operative fluency is highly demanded including fast service, immediate availability, and easy collection of orders. Professionality was the most highlighted factor in interviews, and research implies that this element will be stressed in the future in B2B over the digitalization of services. However, some digital infusions can be utilized in the stores, keeping in mind the role of competent frontline staff and this will be addressed in the final chapters of the thesis.
As a contribution to this work, the following chapters deal extensively and comprehensively with customer experience factors that touch on the interaction between physical retail and omnichannel.