Retailer's Innovative Differentiation Method Based on Customer Experience: Focusing Mediating Effect of Omni-channel Shopper Type

Abstract

<p><strong>Purpose:</strong> The purpose of this study is to examine the relationship between customer satisfaction and customer attitude by focusing on the mediating effect of Omni-channel shopper type.</p><p><strong>Methodology/Approach:</strong> A survey questionnaire was conducted by the consumer who purchased fashion clothing at SPA brand store in Daegu, Korea. Total of 364 survey responses were collected for data analysis.</p><p><strong>Findings:</strong> The study found that customer experience has been stimulated by experiential providers. It was also found that customer experience positively influenced on store attitude.</p><p><strong>Research Limitation/implication:</strong> This study limited the retail stores to SPA brand stores. Therefore, there had limitation in generalizing the results of this study in other types of retail industry.</p><p><strong>Originality/Value of paper:</strong> The study will be of benefit to both the scholars and marketing practitioners in terms of moderating effect of Omni-channel shopper types on consumer satisfaction.</p>