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Measuring the Customer Experience in Physical Retail Environments
T. Sujithiraa, Student, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201.: Dr.P. Senthil Prakash, Assistant Professor, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201.
Pages: 1-12 | First Published: 05 Feb 2023
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Abstract

Retailers have to provide incredible shopping experiences to maintain existing consumers and draw in new ones in a world where customer empowerment is continually growing and changing the landscape of services. Customers expect that their visit to physical stores will be enjoyable and that the stimuli present there will elicit cognitive, Affective, and social physical reactions. This research goal is to suggest and validate a scale for evaluating  in-store customer experience. In this research, data is collected through paper and pencil questionnaire by interacting with the customer in the retail stores in D-Mart, Department stores shopping like Shri Kannan Departmental Store, Kala Stores, Amutham Departmental Store, Susee Departmental Stores, Venkateswara Departmental Stores in Coimbatore. The findings of this study highlight the multidimensional nature of customer experience in physical retail. Results indicate that store ambiance, characterized by factors such as layout, design, and atmosphere, plays a pivotal role in shaping customers' emotional responses and overall satisfaction. Service quality, encompassing elements such as staff courtesy, responsiveness, and knowledge, was found to be another significant determinant of customer experience. By providing a framework for measuring customer experience in the physical retail environment, this research offers valuable insights for retailers aiming to enhance their customers' experiences and create sustainable competitive advantage. The study's findings can inform strategic decision-making processes, enabling retailers to allocate resources effectively to areas that have the greatest impact on customer satisfaction and loyalty. this study contributes to the existing literature by deepening the understanding of the multifaceted nature of customer experience in physical retail environments. The findings underscore the importance of creating positive emotional experiences, delivering high-quality services, and tailoring product offerings to meet customer preferences. Future research endeavors may consider expanding this study to different retail sectors or exploring the influence of technology on the customer experience in physical retail settings.

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