Abstract

A number of researches of customer value start in recent years, and the concept of customer value is increasingly used in management and marketing lately. Customer value is considered central to acquire competitive advantage and long-term success of the company. There are comparatively less researches on delivering customer value based on service process and lack of systematization as a whole about purchasing online. This article attempts to identify likely purchasers of a product by using evaluation shopping experience and service process in memory to make decision commonly. This study investigates how the retailing delivering customer value to attach new customers and retain previous customers. Through offering different service process for the customers, the company could deliver superior customer value. Here this article gathers information from sampling customers and analyses questionnaire which are handed out to customers in Tesco supermarket or in the shopping centre. The findings suggest that good service process and shopping experience have the same number of the customers in memory, and they can help many companies deliver superior customer value.

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