2017/01/12 by Dhruv Grewal, Anne L. Roggeveen, Rajendra Sisodia +1 · 169 citations
Business, Management and Accounting · Psychology · #Aesthetics #Business #Computer science #Consciousness #Consumer Behavior in Brand Consumption and Identification #Consumer Retail Behavior Studies #Customer Service Quality and Loyalty #Customer advocacy #Customer base #Customer engagement #Customer experience #Customer intelligence #Customer retention #Customer service #Customer to customer #Identity (music) #Marketing #Political science #Psychology #Public relations #Service (business) #Service quality
paper · pdf · doi:10.1016/j.jretai.2016.12.001
published in Journal of Retailing 93(1), 55-64 (Elsevier BV)
openalex publication_date 2017/01/12 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/01
Firms and academics recognize the importance of creating an engaged customer base, though an in-depth understanding of how to achieve it is limited. This article proposes that firms that use consciousness as a foundational philosophy can create a more engaging and meaningful customer experience. A retailer or service provider with foundations in consciousness has a higher purpose and values that get espoused and fulfilled throughout the organization, working in a way to optimize benefits to its multiple stakeholders (investors, employees, customers, suppliers, the environment, the community). Building on these foundations, retailers can achieve deeper engagement with customers, deliver outstanding customer experiences, create emotional connections with customers, and establish a shared identity based on a clear purpose and values.