An Investigation of Customer's Shopping Experiences in Tabriz Shopping Centers Using Phenomenological Approach

Experiential marketing has employed Innovative approach (two-way interactions) for marketing. The present research is about discovering and deep describing of buyers perceptions and experiences from the phenomenon of shopping centers. This research has been carried out by the aim of analyzing shopping experiences from the shopping centers and discovering and extracting these factors and features in order to establish competitive advantage, subsequently. The methodology of this research is qualitative using explanatory phenomenology method. Furthermore, statistical population of the research is comprised of buyers and clients of shopping centers during summer and autumn of 2013 in Tabriz city. Moreover, the research data has been collected using individual and group interviews with the buyers and the related codes have been extracted using Dikelman analysis method. Afterwards, the key points and concepts of interviews have been conceptualized and after several analysis and data comparison, 200 codes have been extracted. Finally, 8 items were categorized as the main factors and 66 items as the alternative ones. The concept of shopping experience by the participants has been identified as a combination of eight main factors including behavioral performance, physical structures, environment, facilities, marketing and communication, training and security. Combination of the identified factors regarding their components showed distinct pattern and by recommending a new criterion to develop and management shopping centers, provide decreased incorrect decision risk.