Adesão de marketing experiencial na abertura de loja conceito com base em pesquisa de metodologia win loss

Abstract

Focusing on the customer experience, the objective of the company Móveis Nordeste & Cia. Ltda. in opening a concept store in the branch of furniture and appliances, presenting itself as an innovation in the city of João Pessoa. The present study aims to identify the critical factors of consumers' purchasing decision through the use of the Win Loss methodology, to define more assertive strategies in the opening of the store and knowledge about the behavior of the consumers of the company.