Understanding the town centre customer experience (TCCE): Understanding the town centre customer experience (TCCE).

Lara stotchi, Cathy Hart, Iftakar Haji

Research output: Contribution to journalArticlepeer-review


This research enhances the understanding of consumer behaviour and customer experience in the context of town centres. First, it defines town centre customer experience (TCCE) as a multifaceted journey that combines interactions with a diverse range of public and private organisations, including retailers and social and community elements; this results in a unique experience co-created with the consumer across a series of functional and experiential touchpoints. Second, combining qualitative and quantitative insights, this research reveals a series of specific functional and experiential TCCE touchpoints, which underpin the consumer internal response (motivation to visit) and outward behaviour (desire to stay and revisit intentions) in the town centre. In addition to enhancing town centre and customer experience knowledge, these findings offer important new insights to those managing town centres and seeking to retain customer loyalty in the high street. Above all, these findings can help identify the touchpoints that need to be reinforced and/or improved to differentiate a town from its competing centres and to create tailored marketing strategies. Taken together, such initiatives have the potential to positively impact the revitalisation of the high street and the town centre economy.
Original languageEnglish
Article number17-18
Pages (from-to)17-18
Number of pages2
JournalJournal of Marketing Management
Issue number17-18
Publication statusPublished - 3 Nov 2016

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 3/11/16, available online: http://dx.doi.org/10.1080/0267257X.2016.1242510

Funding: ESRC and all industry partners


  • retail
  • town centres
  • customer experience
  • consumer behaviour
  • consumer loyalty


Dive into the research topics of 'Understanding the town centre customer experience (TCCE): Understanding the town centre customer experience (TCCE).'. Together they form a unique fingerprint.

Cite this