Sinnenas strategiska betydelse för kundens upplevelse i provrummet

ABSTRACT Title: Senses strategic importance to the customer experience in dressing room Authors: Anna Andersson & Alexandra Lundqvist Tutor: Dr. Bertil Hultén, Associate Professor Linneaus School of Business and Economics Linnaeus University Subject: Bachelor thesis 15 hp. Business Economics C, Marketing. Linnaeus University, spring 2011 Presentation of the question: Is it possible for companies to enhance customers experience in dressing rooms by strategically working with the senses? Purpose: The purpose of this paper is to describe and analyze the senses relevance to the customer experience in the dressing room and create an understanding of the dressing room from a customer and business perspective. Finally we will provide suggestions for how companies can improve the experience in the dressing room. Method: We have applied an inductive approach in this study. This approach fits with the thesis work best because of the unexplored subject and by applying this we came closer to the phenomenon. The empirical data is based on observations, experiments and personal interviews. Conclusions: Our conclusion shows that companies can improve the experience for their customers by strategic use the senses. Customer’s total experience of the dressing room will enhance and they also stay longer in the dressing room. Keywords: Dressing room, senses, experiences, service, servicescape and custome