Customer experience management in retailing: understanding the buying process

Nancy M. Puccinelli, Ronald C. Goodstein, Dhruv Grewal, Robert Price, Priya Raghubir, David Stewart

Research output: Contribution to journalArticlepeer-review

622 Citations (SciVal)


Retailers recognize that greater understanding of customers can enhance customer satisfaction and retail performance. This article seeks to enrich this understanding by providing an overview of existing consumer behavior literature and suggesting that specific elements of consumer behavior-goals, schema, information processing, memory, involvement, attitudes, affective processing, atmospherics, and consumer attributions and choices-play important roles during various stages of the consumer decision process. The authors suggest ways in which retailers can leverage this understanding of consumer behavior. Each of these conceptual areas also offers avenues for further research.

Original languageEnglish
Pages (from-to)15-30
Number of pages16
JournalJournal of Retailing
Issue number1
Publication statusPublished - 1 Mar 2009


  • Affect and mood
  • Attitudes
  • Attribution theory
  • Consumer behavior
  • Decision process
  • Goals
  • Information search
  • Involvement
  • Postpurchase
  • Retail environment


Dive into the research topics of 'Customer experience management in retailing: understanding the buying process'. Together they form a unique fingerprint.

Cite this