Factors influencing shopping experience, according to the KMPG study
Factors influencing shopping experience, according to the KMPG study

Summary/Abstract: The process of creating a positive shopping experience takes place at every stage of purchase. Enterprises, in order to be successful, should analyse the process of shopping experience. KPMG International is one of the largest consulting companies in the world. In 2017, they conducted a study in which customers were asked to evaluate shopping experience based on six factors, known as the six pillars of customer experience. The aim of this article is to analyse the findings of that study with reference to shopping experience and the factors that are at play. The paper is divided into two sections, the first of which addresses theoretical issues, while the second discusses in detail the results of the KPMG report on how to build positive customer experience. Findings indicate that credibility and keeping promises are the most important factors for Polish consumers, as they create trust in the other party to the purchase-and-sale transaction.

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