Understanding the town centre customer experience (TCCE):Understanding the town centre customer experience (TCCE).


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 multifaceted 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 touchpoints. Second, combining qualitative and quantitative insights, this research reveals a series of specific functional and experiential TCCE touchpoints, 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 touchpoints 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.

Publication DOI: https://doi.org/10.1080/0267257X.2016.1242510
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 3/11/16, available online: http://dx.doi.org/10.1080/0267257X.2016.1242510 Funding: ESRC and all industry partners
Uncontrolled Keywords: retail ,town centres,customer experience,consumer behaviour,consumer loyalty
Publication ISSN: 1472-1376
Last Modified: 08 Apr 2024 07:15
Date Deposited: 22 Nov 2016 13:45
PURE Output Type: Article
Published Date: 2016-11-03
Accepted Date: 2016-09-21
Submitted Date: 2016-03-08
Authors: stotchi, Lara
Hart, Cathy
Haji, Iftakar



Version: Accepted Version

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