What is in a physical store?

Sammanfattning: The study contributes to a deeper understanding of the customer experience journey regarding high involvement products and touchpoints that influence the customer experience in a physical store. This study serves as an extension to previous academic research as they focused on convenience goods with a different target group (Lemon & Verhoef, 2016). Furthermore, the research conducted has several managerial implications that can be put into practice. Companies within the retail industry will be able to use the results for improving their customer experience journey in a physical store with respect to Generation Z. By using this knowledge, they can create improvements in the areas of customer journey and respond to changing requirements of the industry. The study helps in understanding how customers interact with touchpoints in a physical store and what influences a positive customer experience. In addition, it also supports theoretical and managerial implications thus making sure this research is highly relevant to conduct.