Exploring the Co-creation of Millennials Retail Customer Experience: The Perspective of the Online and Offline Co-creation of Customer Experience of Grocerants in Thailand

Abstract

As technology has been rapidly developed it has impacted customer purchasing behavior and experience involving offline and online touchpoints Millennials who are the first generation of digital natives are most influenced by such development This is expanding customer choices so product or service itself is not the only factor that satisfies millennials Thus retailers find it crucial to focus on how to co-create between online and offline retail customer experience to deliver the best and most valuable experiences This research used the perspective of grocerants in Thailand as grocerants are the combining of grocery and restaurant which reflects the changing perspectives of customers as millennials who seek life-experience in retail This study exploits mixed research methods to understand and clarify the co-creation of online and offline millennials customer experience in grocerants Data collection was undertaken by a literature review a case study by using observation and an in-depth interview then using the online questionnaire At the end of the analysis the researcher has explored millennials customer experience in grocerants to clarify customers’ insights and experiences Furthermore this research was conducted using the theoretical implication which showed the value co-creation as experience co-creation by using online and offline customer experience in grocerants that can expand to the retail industry This research on retail millennials customer experience has the importance of exploring strategies to make a better opportunity in the retail industry where it can also be applied to other industries

Date of Award	2019
Original language	English
Supervisor	Hsiao-Ling Chung (Supervisor)