Article2013

Measuring retail customer experience

232 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose – This study aims at developing a reliable and valid measure of retail customer experience. Design/methodology/approach – Scientific scale development process has been followed. Survey methodology was used to collect data. The results are tested for reliability and validity using Confirmatory Factor Analysis. Findings – The study conceptualizes retail customer experience as a reliable and valid multidimensional construct, explained in four dimensions: leisure, joy, distinctive and mood. Research limitations/implications – It was confined to only “brick and mortar” personal lifestyle retail stores. Mediating and moderating effects of contextual variables and the influence of antecedents have not been studied. It provides insights into the “delivered” retail customer experience as perceived by the shoppers for future research. Practical implications – The scale can be used to measure the experiential responses of retail customers and provide directions for retailing strategies. Originality/value – The study presents psychometrically valid scale to measure retail customer experience scale.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1979A Paradigm for Developing Better Measures of Marketing Constructs 1991Scale Development : Theory and Applications 1979Review of Psychometric theory (2nd ed.).1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1974An approach to environmental psychology 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 2011Reliability and Validity Assessment

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2017Customer experience – a review and research agenda 2020Customer experience in tourism: A review of definitions, components, and measurements 2016A critical review of research on customer experience management 2017Revisiting the supermarket in-store customer shopping experience 2019Negative and positive customer shopping experience in an online context 2014Toward a conceptualization of the online shopping experience

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