Determinants of customer experience in the various retail formats a comparative study

Abstract

The focus of retailing is shifting from mere transactions to building lasting relationships by providing shopping experiences These experiences also reshape the expectations and influence future purchase behaviour Positive customer experience has been found to be related with longer duration of stay increased spending on different products feeling to visit again and recommendations to other customers Experience is a major differentiator in creating competitive advantage Understanding and recognising the importance of customer experience is essential to withstand in this highly competitive and ever changing retail environment To manage a customer s experience retailers should understand the meaning of customer experience and its antecedents Knowledge of the various determinants of customer experience will give the retailers an edge over the competitors The present research is carried out to identify and analyze major determinants of customer experience in the various retail formats