How to improve the in-store customer experience in the evolving supermarket industry? Freshmed case

Our master thesis will be structured as follow, the first step will be a deep analysis of the variables of the in-store customer through the literature. The second step will be about analyzing the new concept of customer experience used in the new format of supermarkets. In the third step, we will conduct a survey with a questionnaire in order to analyze the current status of the customer experience inside the Freshmed (an independent supermarket). We will then analyze the data collected in order to answer our hypothesis. The final step will be the managerial recommendation from the confrontation of the results and the solution learned in our literature review.