ENRICHING SMART CUSTOMER EXPERIENCE TO BUILD CUSTOMER LOYALTY AND HIGHER PROFITABILITY THROUGH DIGITAL REVOLUTION IN RETAIL 4.0

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P Vikrant Kumar, Dr. Chetan Srivastava

Abstract

Retailing business all over the world is truly following the Darwin’s theory of survival. The retailers are continuously transforming their business in to the new format with help of technology and improving the offering for the customers. In this paper the role of smart retail technology in improving the customer experience is analyzed through customer loyalty and advocacy. Also, the role of smart customer experience upon the retail business profitability is analyzed. The role of customer dynamics is also studied in the process of framing the smart customer experience in the retail world. The conceptual model in the paper has tried to provide the basis for understanding the mediating role of smart customer experience upon customer delight, loyalty, advocacy and retail profitability in the present era of Retail 4.0

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