Managing Customers’ Self in Retail

The present study aims at conceptualising customers’ self as an important determinant of customer experience in retail. Customers are sensitive to the way they are treated in the store. Their interactions with sales staff at every stage influence their shopping experience, behaviour, and purchase decision. The manner in which a customer is attended to, treated, responded to, advised, and serviced, has a lasting impact on memory, satisfaction, and purchase behaviour. This phenomenon can be largely attributed to customers’ self – a characteristic that regulates the customers’ response towards retailer’s efforts in handling them in the stores. It is a multidimensional construct constituted by the elements of self-esteem, self-image, and self-concept. The present study is based on exploratory research, conceptualising customers’ self, and suggests a framework for its management in the retail context. It opens up new areas for research in customer psychology in retail. Retailers can manage the customers’ self in an appropriate manner and innovative ways to make their entire shopping experience pleasurable and memorable, through adequately trained employees in terms of their functional skills, social skills, and motivation levels, thereby enhancing sales performance. The study contributes by proposing conceptualisation and management of customers’ self in retailing.