Understanding the town centre customer experience (TCCE)
journal contributionposted on 10.04.2017, 13:21 by L. Stocchi, Cathryn Hart, Iftakar Haji
This research enhances the understanding of consumer behaviour and customer experience in the context of town centres. First, it defines Town Centre Customer Experience (TCCE) as a multi-faceted journey that combines interactions with a diverse range of public and private organisations, including retailers and social and community elements; this results in a unique experience co-created with the consumer across a series of functional and experiential touch points. Second, combining qualitative and quantitative insights, this research reveals a series of specific functional and experiential TCCE touch points, which underpin the consumer internal response (motivation to visit) and outward behaviour (desire to stay and revisit intentions) in the town centre. In addition to enhancing town centre and customer experience knowledge, these findings offer important new insights to those managing town centres and seeking to retain customer loyalty in the high street. Above all, these findings can help identify the touch points that need to be reinforced and/or improved to differentiate a town from its competing centres and to create tailored marketing strategies. Taken together, such initiatives have the potential to positively impact the revitalisation of the high street and the town centre economy.
The two studies presented in this paper were funded and supported by the UK Economic and Social Research Council and industry partners (including Argos, Boots UK, British Retail Consortium and the Association of Convenience Stores).
- Business and Economics