Competitive advantage Sony

Content
1 Introduction 3
2 Research problem statement 3
2.1 Purpose of research 4
3 Research question 4
4 Proposed literature 4
5 Methods and techniques 5
6 Analysis 6
7 Conclusion and advice to the management 7
8 References 9
APPENDIX A: Conceptual Model of Customer Experience Creation 11
APPENDIX B: OPERATIONALIZATION TABLE 12
APPENDIX C: METHOD 16
APPENDIX D: QUESTIONNAIRE 17
APPENDIX E: CONSTRUCTS AND THEIR CORRESPONDING STATEMENTS 23
APPENDIX F: AVERAGE SCORE QUESTIONS – SOCIAL ENVIRONMENT 24
APPENDIX G: AVERAGE SCORE QUESTIONS – SERVICE INTERFACE 24
APPENDIX H: AVERAGE SCORE QUESTIONS – RETAIL ATMOSPHERE 25
APPENDIX I: AVERAGE SCORE QUESTIONS – ASSORTMENT 25
APPENDIX J: AVERAGE SCORE QUESTIONS – PRICE 26
APPENDIX K: AVERAGE SCORE QUESTIONS – RETAIL BRAND 26
APPENDIX L: AVERAGE SCORE QUESTIONS – PAST EXPERIENCES 27
APPENDIX M: AVERAGE SCORE PER CONSTRUCT 27
APPENDIX N: LABELS - FOCUS GROUPS 28

1 Introduction
Nowadays it has become more and more important for organizations, such as Sony, to differentiate themselves from their competitors by enhancing the way their customers perceive and experience their brand and products. This has become more crucial for the success of Sony due to the fact that the demands and expectations of customers have changed. Today’s market is not only looking at the direct benefits of purchasing a product but also at the added benefits that come with it. More and more competitors of Sony have changed the way they interact with their customers in order to gain and maintain competitive advantage (Sony, n.d.). This paper will explore the possibilities for Sony to increase sales by drawing attention to the experience of customers using their products.

2 Research problem statement
In order to stay competitive, Sony needs to find new ways to enhance customer experience of their products. This entails emphasizing on the whole offering of the organization including, of course, the quality of customer care and product features, but

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