Measuring retail customer experience

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.