Studying effects of aesthetic leadership on customer experience management in Karaj chain stores, Iran

Retailers competition has recently become more intense than any other time, especially ,retailers want to gain much more market share now and seek ways to help attracting and satisfying customers more. Customer experience management is one of the most important ways in today‘s competitive world to maintain the profitability of an organization. Development of customer experience and creating a positive experience have significant impact on the organization's revenue and growth. Aesthetic leadership As a promising approach with its sensory and fundamental delicate aspects will have an important role for an optimal customer experience. This research aims to study the effects of aesthetic leadership on customer experience management in Karaj chain stores. For attaining this purpose a thorough examination of the literature takes place and using two aesthetic leadership and customer experience management questionnaires among 178 stores managers, effects of seven independent variables of aesthetic leadership will be studied including identifying beauty and efficiency, discovering everyday experience, special attention to instrumental and ethical issues, developing artistic sensitivity in rational process, the given appeal of followers, validating the relationship between leaders and followers, clarifying the relationship between leaders and followers on customer experience management.

Keywords:

Aesthetic leadership , Customer experience management , Artistic sensibility , Chain stores