This bachelor thesis explores a virtual try-on interface in the context of the fashion product category. It is argued that virtual representations of product offerings can stimulate consumers’ purchase intentions, and thus, enact an online transaction. The purpose is to investigate how market-based AR/VR influences the behavior of consumers along the customer journey. A qualitative research approach was undertaken to answer the exploratory question. The context of the empirical bachelor thesis is the virtual try-on Synsam Style Lab where two qualitative research methods were conducted. These methods consisted of a document study on Synsam Style Lab and three synchronous online focus group interviews that laid the foundation of the thematic analysis. The purpose of conducting these qualitative research methods was to shed light on whether or not Synsam Style Lab could facilitate consumers’ online buying decision process. Consumers who saw convenience in Synsam Style Lab often expressed reasons related to the theme Alleviate. On the contrary, if consumers interaction with Synsam’s virtual try-on yielded negative experience, then their reasons were often in connection with the theme Insufficiency.  The context of this bachelor thesis is restricted to the fashion eyewear segment and does not represent the total fashion industry. Only members of Generation Y, also known as millennials, participated in the synchronous online focus group interviews. Therefore, incorporating the perspectives of other demographics could contribute to a diversified discovery of findings. Previous research has not explicitly investigated the influence of AR/VR applications on consumers’ engagement in a fashion retail setting. Hence, this bachelor thesis provides new dimensions within the field of market-based AR/VR applications.

Most companies' desire is to create customer relationships and the working methods have changed as a result of the increased e-commerce. Because of digitalization, the retailing field has changed dramatically. Consequently, physical stores are facing competition from online companies. Previous literature has stated that physical stores now have to focus on what happens inside the store in order to generate a pleasant experience. The research question focused on examining how Elgiganten, the largest consumer electronic store in Sweden, use customer experience and customer value in order to influence store attractiveness. This was carried out by using a qualitative approach, an exploratory nature and by conducting in-depth interviews with consumers and the company's head managers. The main findings of this study suggest that customers can not take advantage of some services when buying through e-commerce. This ability to provide service is an important part of the handling of competition from e-commerce. The retailers need to find the right balance between engagement and emotions in the physical retail environment in order to appeal to the consumers’ desires of trust & reliability in order to create an attractive experience point. By means of this, the thesis emphasised the imperative of creating experience in offline retailing.

As customers become more and more aware of the threats and limits of the current economic system, joined with the pressure of environmental policies, companies are pressured to rethink their offerings, processes, and business models in order to accelerate the transition to a circular economy. This transition requires significant changes in habits and behaviors, but simultaneously it offers opportunities for innovation. In this regard, business model innovation plays an essential role in enabling this transition via circular business models that close the loop. For the successful development, implementation, and adoption of new business models, a depth understanding of customers' needs is fundamental. However, little is known about the customer perceptions, motivations, and willingness to participate in circular economy. To address this gap, the study explores the transition to circular economy from the customers' perspective by employing a qualitative single case study bounded to the furniture retail company, IKEA, specifically the IKEA Second-Hand pilot store in Eskilstuna, Sweden. Through in-person interviews, observations, and a questionnaire, data from customers donating their used furniture to the recycling mall ReTuna, people discarding furniture at the recycling station, and people selling and giving away their used furniture via the social media platform Facebook, was captured to explore the customer experience in the after-use phase of furniture. Findings of the study present opportunities for the case company to strengthen its product recovery strategies.

The digital world is constantly growing. This contributes to increasing expectations and demands in the technical aspect. Digitization is powerful, but it further contributes to a number of challenges, such as the coordination of physical and digital stores. During the corona pandemic, the digital transformation has accelerated for companies to adapt to customers. Therefore, the purpose of the research is to understand how swedish retailers can manage technological touchpoints in customer journeys in the furniture sector. Further the purpose is to investigate how retailers can use technological touchpoints to change the quality and customer engagement in the customer journey.  To be able to answer the empirical findings, six semi-structured interviews were obtained through a multiple case study. The theory from previous research and the empirical results were then discussed in the analysis. The conclusion of the thesis resulted in the management of digital touchpoints is different depending on whether it concerns companies using physical stores or e-commerce. This thesis has identified that retailers in the furniture sector manage technological touchpoints to create a seamless customer experience, increase customer satisfaction, more easily engage customers and to be able to integrate with customers in several ways. Digital touchpoints have made it easier for companies to measure results and to be able to improve the customer journey. One identification was that customer engagement has increased in relation to the increased digitalization, but also that the researched companies believe that digitization is vital for increasing customer engagement. Due to the technology, opportunities are created to be able to develop the quality of the customer journey. Further, by being able to measure the customer journey, the companies gain an insight into what should be constantly improved.

El conocimiento sobre la experiencia del cliente dentro de un contexto omnicanal es clave para determinar el nivel de compromiso del usuario hacia la empresa. En base a ello, el presente estudio abordará el omnichannel customer experience como la variable de interés principal analizando sus dimensiones para poder identificar su relación con el engagement. Asimismo, se adaptará a la realidad peruana en la industria que potencia la venta retail: los centros comerciales. Se realizará un estudio cuantitativo correlacional con 400 usuarios mediante el uso de encuestas online. Los resultados tendrán análisis bivariados y multivariados a través el programa estadístico SPSS y SmartPLS respectivamente. / Knowledge about the customer experience within an omnichannel context is key to determine the level of user engagement towards the company. Based on this, this study will focus on the omnichannel customer experience as the main variable of interest by analyzing its dimensions in order to identify its relationship with engagement. Likewise, it will be adapted to the Peruvian reality in the industry that boosts retail sales: shopping malls. A quantitative correlational study will be adopted with 400 users using online surveys. The results will have bivariate and multivariate analysis through the statistical software SPSS and SmartPLS respectively. / Trabajo de investigación

En la actualidad, los avances en la tecnología hacen que los consumidores exijan información en tiempo real, es decir, en el momento y lugar que ellos lo requieran. Por este motivo, el comercio minorista se ve en la necesidad de adaptarse a estas exigencias y con este objetivo se ha venido desarrollando la estrategia omnicanal. Sin embargo, esta estrategia es reciente, por lo cual los pasos para su implementación, así como los efectos y beneficios que tiene para el minorista y consumidor aún son poco claros. De este contexto surge el enfoque del presente trabajo para el cual se realizó la revisión de 30 estudios aplicados a minoristas de distintas industrias, como la moda, la editorial y los alimentos, en los últimos seis años. El propósito de este proyecto es describir el significado de la estrategia omnicanal, los beneficios, riesgos y desafíos que presenta para el minorista y su efecto en el consumidor, y se busca responder a la pregunta ¿Es la estrategia omnicanal el camino por seguir para lograr el éxito minorista? Como resultado de la revisión bibliográfica se pudo evidenciar que los beneficios y riesgos de la estrategia omnicanal que muestran los autores deben ser evaluados según la realidad y capacidad financiera de cada minorista para así tomar la decisión de transitar o no hacia la omnicanalidad. / Nowadays, technological advances are making demanding customers of real time information, that is, when and where they require it. Because of this, retail commerce is seen in the need to consider these requirements, and with this objective, the omnichannel strategy has been introduced. However, this strategy is recent, so, the steps for the implementation, its effects and benefits on the retailer and the consumer are still unclear. For this reason, a revision of thirty studies applied to retailers from different industries, such as fashion, publishing, and food, corresponding to the last six years, was carried out. The purpose of this study is to describe the meaning of the omnichannel strategy, its benefits, risks and challenges in the retailer and its effect on the consumer. This research seeks to answer the question, is Omnichannel strategy the way forward for retail success? As a result of this bibliographic review, it can be concluded that the authors show the benefits and risks of the omnichannel strategy, which must be evaluated according to the reality and financial capacity of each retailer and thus make the decision to move or not to omnichannel. / Trabajo de investigación

Background: Nowadays, the development of the internet makes online shopping more popularized . The appearance of online shopping brings considerable benefits to customers, however, there are still risks in the area. To maintain good relationship management between customers and companies, it is necessary to understand the online customer experience and its relevant important factors . Purpose: The purpose of this study is to explain the impact of three factors (low-quality delivery, low-quality online customer service, and low-quality website design) on online customer experience. Methodology: The paper used a quantitative approach in cross-sectional design and collected totally 78 responses. The related data collection is conducted through a self-completion questionnaire in the online form.  Findings: The negative impacts of low-quality online customer service and low-quality website design on online customer experience are confirmed. There is an effective and strong connection between low-quality website design and low-quality online customer service. Conclusion: Based on the findings, H2 and H3 cannot be rejected but H1 needs to be rejected. One can therefore say that even in the context of rapid technological development, modern online shoppers have not changed their aversion to low-quality elements, that the view that low-quality online customer service and low-quality website design negatively affect OCE has not changed.

Customer experience has become more difficult for companies to control with the expanding number of touch points that the companies must be aware off. One of the major reasons behind the expanding number of touch points has been digitalization. The financial sector is not excluded from this change. With the digitalization continuously improving and new financial technology (fintech) being developed, things might have changed. For example, bank offices and employees have been viewed as important in earlier studies, but has this changed? What is important and affects the customer experience in the Swedish financial sector today? The purpose of this paper is to gain a deeper understanding of which factors of banking services are considered important by customers today and whether there has been a shift since earlier studies. Thereby, we seek to establish what impacts the customer experience in financial institutions today. To find the answer to the purpose, a qualitative and quantitative study were conducted. The results of the full study show that employees are, as earlier studies have shown, still considered important when conducting a bank errand. However, in what context the employees are important seems to have changed. The results show that the quality that is delivered by the staff is important, while in earlier studies the relational aspect has been more important. Furthermore, the results show that bank offices are no longer considered important for the customer experience. Therefore, a shift can be identified. The study also show that it is important for the customer experience that the banks offer different channels for the customers to reach the bank. Furthermore, having the option to choose whether to resolve the bank errand on your own or obtain help from the bank is important for the customer experience. These two aspects are connected to the digital development of the industry. The results of the earlier research, referred to in this study, has not found these two aspects important. Our study therefore shows a significant shift, compared to earlier studies, in what customers consider important in contact with financial institutions.

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I en affärsvärld där företag är ständigt utsatta för konkurrens är det viktigt för företagen att veta hur de ska inneha lojala kunder. Syftet med studien är att undersöka vilken påverkan kundengagemang, kundupplevelser inom sociala medier och tillfredsställelse har på kundlojalitet. Det teoretiska ramverket presenterar grunden för studiens nyckelord. Därefter kommer det konceptuella ramverket som synliggör att det existerar en hypotes för varje oberoende variabel. H1 är den första hypotesen: “Kundengagemang genom sociala medier har en positiv inverkan på kundlojalitet.”. Den andra hypotesen är H2: “Kundupplevelser genom sociala medier har en positiv inverkan på kundlojalitet.”. Den tredje hypotesen är H3 “Tillfredsställelse har en positiv inverkan på kundlojalitet”.  För att samla in data till studien så valdes det att göra en enkätundersökning med en likertskala där respondenterna fick svara på flera påståenden. För att få fram ett resultat från datan så gjordes flera multipla regressionsanalyser i spss. I resultatet framkom det att H1 inte accepteras då det inte fanns en tillräckligt hög signifikansnivå, medan H2 och H3 accepteras. Detta innebär att Kundupplevelser inom sociala medier och Tillfredsställelse har en positiv inverkan på Kundlojalitet, medan Kundengagemang inom sociala medier har en negativ inverkan på Kundlojalitet. / In a business world where companies encounter constant competition it becomes important to know how to hold customers' loyalty. The purpose of this study is to examine the effect of customer engagement, customer experience in social media and satisfaction on customer loyalty. The theoretical framework presents the theoretical foundation of study’s keywords. The next chapter is the conceptual framework and here is where the hypotheses are presented. The first hypothesis  H1 “Customer engagement through social media has a positive outcome on customer loyalty.”  The second hypothesis H2 ``Customer experience through social media has a positive outcome on customer loyalty.” The third hypothesis H3 "Satisfaction has a positive outcome on customer loyalty.  To gather the data a survey was used with a likert scale.The participants got to answer a number of statements. To produce a result SPSS was used to perform several multiple regression analyses. The results indicate that H1 cannot be accepted because the p-value does not meet the necessary threshold to be significant, whilst both H2 and H3 surpass the threshold of significance. This implies that the use of customer experiences and satisfaction has a positive outcome on customer loyalty. On the other hand the use of customer engagement has a negative outcome on customer loyalty.