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How much has the shopping experience changed?: a study on how the Covid-19 pandemic influenced the shopping experience and customers’ value creation
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2021 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Since the Covid-19 pandemic started in 2020, it has created fear and disorder in the society. Because of restrictions, fear and economic situation, physical fashion stores have suffered huge losses. Since the pandemic started, fashion stores could not offer the same shopping experience to their customers. Therefore, the purpose of this thesis was to explore how the Covid-19 pandemic influenced customers' shopping experience in fashion stores with the focus on factors that created consumer value. To collect empirical data, three focus groups were used. The findings showed that customer-employee relationship has changed because of the Covid-19 pandemic. Since many customers wanted to avoid interaction with employees, it was difficult to create value through customer-employee relationship. However, the influence of store atmosphere and store environment on consumer value seemed to remain the same as before the pandemic, even if there have occurred new elements that influenced customer shopping experience. This dissertation provides insights into customers’ perspective on how the shopping experience has changed because of the Covid-19 pandemic. This thesis contributes to physical fashion stores as they can understand the different types of customers and their view on the shopping experience and its value creation. Moreover, this thesis contributes to store managers' knowledge about how to handle similar situations in the future.

Place, publisher, year, edition, pages
2021. , p. 78
Keywords [en]
Shopping experience, Consumer value, Physical fashion stores, Covid-19 pandemic, Fashion
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hkr:diva-22184OAI: oai:DiVA.org:hkr-22184DiVA, id: diva2:1579390
Subject / course
Företagsekonomi
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2021-07-09 Created: 2021-07-08 Last updated: 2021-07-09Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf