Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
نویسندگان
چکیده
Patronage in town centres has been fluctuating over the past few years, indicating that consumers are buying elsewhere pursuit of better and more fulfilling shopping experiences. This is concerning as patronage considered an indicator high streets vitality viability. To help understand changing patterns patronage, especially related to growth online retail spending, this study sheds light on key touchpoints influence centre experience. Using customer journey framework drawing insights from datasets two central UK regions, we provide new contribution research by capturing significant specific physical digital journey, thus developing our understanding determinants Consequently, work provides recommendations for management improve customers’ experience with shopping-specific touchpoints.
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ژورنال
عنوان ژورنال: Journal of Retailing and Consumer Services
سال: 2022
ISSN: ['1873-1384', '0969-6989']
DOI: https://doi.org/10.1016/j.jretconser.2021.102772