Measuring retail customer experience
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 2 September 2013
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.
Keywords
Citation
Bagdare, S. and Jain, R. (2013), "Measuring retail customer experience", International Journal of Retail & Distribution Management, Vol. 41 No. 10, pp. 790-804. https://doi.org/10.1108/IJRDM-08-2012-0084
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited