Analysis of customer journey and their touch points in a popular shopping center: the case of the Pop Center in Porto Alegre
DOI:
https://doi.org/10.51359/2317-0115.2020.246924Keywords:
customer journey, customer experience, popular shopping mallAbstract
Understanding and mapping the customer journey in retail has relevant academic implications, as it allows a greater understanding of the customer experience. Managerially, it allows identifying points of differentiation and proposing actions that generate greater customer satisfaction. This paper explores the custo-mer journey of the Pop Center, a popular shopping center in Porto Alegre, Rio Grande do Sul, identifying the customer’s touch points in their shopping experiences. From a survey with customers, the 10 main touch points between the customer and the shopping mall were identified, involving different moments of the journey and allowing the proposition of strategic actions for each one of them.
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