Influence of Customer Experience on Consumer Preference of Large Supermarkets in Nairobi

Abstract

Majority of firms excel in customer interactions but fails to pay sufficient attention to customers’ comprehensive experience on the buying procedures and post purchase evaluations. Firms that have perfected customer journeys benefit enormously in terms of rewards, improved customer satisfaction, condensed churn, amplified revenues, reduced costs and an improved collaboration across the company. The objective of the study was to investigate the influence of customer experience on customer preference for the large supermarket in Nairobi County. Study utilized primary data as the main source of information and questionnaires as the key instrument to collect required data. The findings indicated various patterns of customer journey in various supermarkets highlighting various similarities. The findings of the study indicated that demographic factors played a significant role in the results obtained. It was noted that gender factor contributed greatly towards preference of particular outlets, income, age and occupational playing a significant contribution towards the customer experience noted consisted of satisfied, excited shoppers who had great emotional, social sentiments during their full shopping period which developed and shaped their experience in different dimensions. The study identified various elements of the customer experience like courteous services, enjoyment aspects while shopping, feeling of goodness, good ambience and self-reputation, recommendation of friends and likelihood to purchase from the same outlet was highly rated. The study also noted various preference-oriented factors like convenient, attractiveness, reliability, fast process of checkout, modern, and existence of good and reputable brands and competitive prices as key to preference of particular supermarket. The study found strong relationship between experience and preference. The study indicated that future research need be undertaken using a case study approach focus on one supermarket to get detailed insights into the nature of customer experience and preference factors. The study also noted that similar studies be undertaken in other retail outlets other than large supermarkets, like middle sized and small sized supermarkets to identify their customer experience and preferences.