Abstract: Retail Managers Aim To Drive Sales Revenue And Increase Profitability By Building Customer Loyalty And Improving Customer Experience. In Retail, Managers Should Analyse Customer Experience As A Tool For Differentiation, Which Can Be Leveraged To Increase Sales, Generate Word-Of-Mouth, And Create A Competitive Advantage. Retail Managers May Not Fully Understand The Customer Experience Strategy, Focusing Instead On Employee Training And Service. Using A Qualitative, Multiple Case Study Approach, It Investigated How Retail Managers Built Customer Loyalty And Improved Customer Service. Based On Olivier's Confirmation-Expectations Theory, This Study Was Conceptually Framed........
Keywords: Strategies Retailers; Brand Loyalty; Customer Experience; Customer Experience Strategies; Customer Experience Management; Competitive Advantage
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