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Customer experience management in retailing understanding the buying process

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Shilpa Bagdare (International Institute of Professional Studies, Devi Ahilya University, Indore, India)

Rajnish Jain (Institute of Management Studies, Devi Ahilya University, Indore, India)

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

  • Retail experience
  • Scale development
  • Retail store
  • Emotion
  • Cognition
  • Consumer behaviour
  • Retailing

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

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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Customer experience management in retailing understanding the buying process
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title

Customer Experience Management in Retailing: Understanding the Buying Process

Cited at RePEc: 208
+ Citations at Google Scholar by the title
author-name Puccinelli, Nancy M.
  person   
author-name Goodstein, Ronald C.
  person   
author-name Grewal, Dhruv
  person   
author-name Price, Robert
  person   
author-name Raghubir, Priya
  person   
author-name Stewart, David
  person   
abstract Retailers recognize that greater understanding of customers can enhance customer satisfaction and retail performance. This article seeks to enrich this understanding by providing an overview of existing consumer behavior literature and suggesting that specific elements of consumer behavior—goals, schema, information processing, memory, involvement, attitudes, affective processing, atmospherics, and consumer attributions and choices—play important roles during various stages of the consumer decision process. The authors suggest ways in which retailers can leverage this understanding of consumer behavior. Each of these conceptual areas also offers avenues for further research.   

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keywords Consumer behavior; Postpurchase; Goals; Information search; Retail environment; Attribution theory; Attitudes; Affect and mood; Involvement; Attitudes; Decision process;   
year 2009   
volume 85   
issue 1   
pages 15-30   
file-url http://www.sciencedirect.com/science/article/pii/S0022435908000869 (?)
handle repec:eee:jouret:v:85:y:2009:i:1:p:15-30
Available references  (?)
outgoing linkages to cited papers
Publications of others or not claimed by the author(s)
1)    Campbell, Margaret C; Kirmani, Amna: Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent.;
2)    Vanhamme, Joëlle; de Bont, Cees J.P.M.: “Surprise Gift” Purchases: Customer Insights from the Small Electrical Appliances Market;
3)    Chiou-Wei, Song-Zan; Inman, J. Jeffrey: Do Shoppers Like Electronic Coupons?;
4)    Lei, Jing; de Ruyter, Ko; Wetzels, Martin: Consumer Responses to Vertical Service Line Extensions;
5)    Meloy, Margaret G: Mood-Driven Distortion of Product Information.;
6)    Bettman, James R; Luce, Mary Frances; Payne, John W: Constructive Consumer Choice Processes.;
7)    Janiszewski, Chris: Preattentive Mere Exposure Effects.;
8)    Gauri, Dinesh Kumar; Trivedi, Minakshi; Grewal, Dhruv: Understanding the Determinants of Retail Strategy: An Empirical Analysis;
9)    Compeau, Larry D.; Grewal, Dhruv; Monroe, Kent B.: Role of Prior Affect and Sensory Cues on Consumers' Affective and Cognitive Responses and Overall Perceptions of Quality;
10)    Biehal, Gabriel; Chakravarti, Dipankar: Consumers' Use of Memory and External Information in Choice: Macro and Micro Perspectives.;
11)    Leonard Lee; Dan Ariely: Shopping Goals, Goal Concreteness, and Conditional Promotions;
12)    Peck, Joann; Childers, Terry L.: If I touch it I have to have it: Individual and environmental influences on impulse purchasing;
13)    Yoon, Carolyn: Age Differences in Consumers' Processing Strategies: An Investigation of Moderating Influences.;
14)    C. Whan Park; Deborah J. MacInnis: What's In and What's Out: Questions on the Boundaries of the Attitude Construct;
15)    Stock, Ruth; Hoyer, Wayne: An Attitude-Behavior Model of Salespeople’s Customer Orientation;
16)    Adaval, Rashmi: Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information.;
17)    Keller, Kevin Lane: Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations.;
18)    John, Deborah Roedder; Cole, Catherine A: Age Differences in Information Processing: Understanding Deficits in Young and Elderly Consumers.;
19)    Batra, Rajeev; Stayman, Douglas M: The Role of Mood in Advertising Effectiveness.;
20)    Turley, L. W.; Milliman, Ronald E.: Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence;
21)    Adaval, Rashmi: How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands.;
22)    Mantrala, Murali K.; Levy, Michael; Kahn, Barbara E.; Fox, Edward J.; Gaidarev, Peter; Dankworth, Bill; Shah, Denish: Why is Assortment Planning so Difficult for Retailers? A Framework and Research Agenda;
23)    Herr, Paul M; Page, Christine M: Asymmetric Association of Liking and Disliking Judgments: So What's Not to Like?;
24)    Kopalle, Praveen; Biswas, Dipayan; Chintagunta, Pradeep K.; Fan, Jia; Pauwels, Koen; Ratchford, Brian T.; Sills, James A.: Retailer Pricing and Competitive Effects;
25)    Grewal, Dhruv; Roggeveen, Anne L.; Tsiros, Michael: The Effect of Compensation on Repurchase Intentions in Service Recovery;
26)    Joel B. Cohen; Americus Reed II: A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment;
27)    Kumar, V.; George, Morris; Pancras, Joseph: Cross-buying in retailing: Drivers and consequences;
28)    Brooks, Charles M.; Kaufmann, Patrick J.; Lichtenstein, Donald R.: Trip chaining behavior in multi-destination shopping trips: A field experiment and laboratory replication;
29)    Naylor, Gillian; Kleiser, Susan Bardi; Baker, Julie; Yorkston, Eric: Using transformational appeals to enhance the retail experience;
30)    Stock, Ruth; Hoyer, Wayne: An Attitude-Behavior Model of Salespeople’s Customer Orientation;
31)    Edell, Julie A; Burke, Marian Chapman: The Power of Feelings in Understanding Advertising Effects.;
32)    Mayhew, Glenn E; Winer, Russell S: An Empirical Analysis of Internal and External Reference Prices Using Scanner Data.;
33)    Pauline Maclaran; Stephen Brown: The Center Cannot Hold: Consuming the Utopian Marketplace;
34)    Swinyard, William R: The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions.;
35)    Zaichkowsky, Judith Lynne: Measuring the Involvement Construct.;
36)    Obermiller, Carl: Varieties of Mere Exposure: The Effects of Processing Style and Repetition on Affective Response.;
37)    Petty, Richard E; Cacioppo, John T; Schumann, David: Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.;
38)    Friestad, Marian; Wright, Peter: The Persuasion Knowledge Model: How People Cope with Persuasion Attempts.;
39)    Sirgy, M. Joseph; Grewal, Dhruv; Mangleburg, Tamara: Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda;
40)    Folkes, Valerie S: Recent Attribution Research in Consumer Behavior: A Review and New Directions.;
41)    Braun-LaTour, Kathryn A.; Puccinelli, Nancy M.; Mast, Fred W.: Mood, information congruency, and overload;
42)    Thakor, Mrugank V.; Suri, Rajneesh; Saleh, Katayoun: Effects of service setting and other consumers’ age on the service perceptions of young consumers;
43)    MacInnis, Deborah J; Price, Linda L: The Role of Imagery in Information Processing: Review and Extensions.;
44)    Sengupta, Jaideep; Goodstein, Ronald C; Boninger, David S: All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions.;
45)    Yuval Rottenstreich; Sanjay Sood; Lyle Brenner: Feeling and Thinking in Memory-Based versus Stimulus-Based Choices;
46)    Rohm, Andrew J.; Swaminathan, Vanitha: A typology of online shoppers based on shopping motivations;
47)    Debora Viana Thompson; Rebecca W. Hamilton: The Effects of Information Processing Mode on Consumers' Responses to Comparative Advertising;

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Other data about this publication
datatype article
discipline economics
about collection Journal of Retailing
about archive Elsevier Science Economics Articles Archive
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Last change date (-"-): 		2018-04-13
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What is the buying process in retail?

The consumer buying process is the steps a consumer takes in making a purchasing decision. The steps include recognition of needs and wants, information search, evaluation of choices, purchase, and post-purchase evaluation.

What is the retail customer experience?

What Is Retail Customer Experience (CX)? Retail customer experience is defined as the overall experience of customers with a retail brand, across touchpoints in their journey, whether in a brick and mortar store or online.

What are the 3 most important things in retailing?

Ask anyone who is in retail what the three most important things are and they will invariably trot out the trite words, “position, position, and position”.

What are the three steps of the buying process of merchandising cycle?

These three phases are awareness, interest, and purchase.

customer experience management retailing understanding buying process Google Scholar

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