Customer experience management in essential goods retailing in supermarkets
Published: August 3, 2026
doi:10.62831/nckh.2026.369.v1
Abstract
This study analyzes the theoretical foundation and practical application of Customer Experience Management (CEM) in essential goods retailing within the supermarket model. Based on the framework of Pennington (2016), the study systematizes three core operational dimensions: experience design, performance measurement, and continuous improvement. The findings indicate that in an increasingly competitive retail environment, sustainable competitive advantage no longer derives from price or product, but from the quality of customer experience across all interactions. The study proposes a five-component CEM framework for supermarkets, including customer journey identification, strategic touchpoint design, internal service culture development, multidimensional measurement systems, and structured improvement cycles.
Goodman, J. A. (2019). Trải nghiệm khách hàng trong thời đại số (Bản dịch tiếng Việt). NXB Công Thương.
2.
Hsieh, T., & Dagostino, M. (2020). Trải nghiệm khách hàng WOW (Bản dịch tiếng Việt). NXB Công Thương.
3.
Krasnic, T. (2024). Customer Experience Wheel: Plan to Navigating Your CX Transformation Journey. Independently published.
4.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
5.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116–126.
6.
Nguyễn Dương (2023). Trải nghiệm khách hàng xuất sắc. NXB Thế giới.
7.
Pennington, A. (2016). The Customer Experience Book: How to design, measure and improve customer experience in your business. Pearson Education Limited.
8.
Pine, B. J., & Gilmore, J. H. (2022). Nền kinh tế trải nghiệm (Bản dịch tiếng Việt). NXB Công Thương.
9.
Schmitt, B. (2010). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons.
