Customer experience management and purchase decision of millennials from Arequipa – Peru

Midolo-Ramos W.R.; Cornejo-Condori Y.M.; Flores Chacón K.R. · Revista Venezolana de Gerencia (2023) · DOI: 10.52080/rvgluz.28.e10.30

Resumen

The purchase decision process has not changed throughout history, however, new concepts have been generated that can influence this process, such as customer experience management, it is intended to evaluate how this is related to the purchase decision of Millennials in the Malls of the city of Arequipa, which will demonstrate the importance of managing the customer experience for shopping centers. The methodology used has a quantitative, non-experimental cross-sectional approach of correlational scope, the study population is the millennial generation, non-probabilistic convenience sampling was applied to 384 people, the interpretation of the results was carried out through the use of the SPSS. A Spermman correlation of 0.761 was obtained with a p-value less than 0.05, indicating a strong relationship between customer experience management and the purchase decision. Likewise, there is proportionality in sex and that the female gender is more demanding. Customer Experience Management has a close collaboration with the purchasing decision of Millennials in the Malls of the city of Arequipa.

Instituciones: Universidad Nacional de San Agustín de Arequipa; Universidad Tecnológica del Perú