Index of Paper Presentations for the Parallel Sessions - Academy of ...

Scale Development: Scientific process for scale development prescribed by Churchill (1979) was adopted forthe development of retail customer experience scale. On the basis of review of literature (Table – 1) and discussionwith the experts, initial list of items was prepared containing 45 items for retail customer experience. The firstscreening of items was done by five experts from industry (three) and academics (two). The original list of 45 itemswas reduced to 30 items after the screening. Thirty experts comprising of retail managers (5), executives (5),marketing faculty members (5), psychologists (5), MBA final year students majoring in marketing (5), and retailcustomers having experience of shopping from personal lifestyle stores (5) were selected for further screening ofitems. Second stage screening resulted into 18 items for retail customer experience. The retail customer experiencescale was developed in the form of semantic differential scale, where each item was measured on seven point bipolarscale. The scale was tested on 150 customers. Exploratory factor analysing using Varimax rotation was used forinitial analysis. Six items having low communalities, low factor loadings and cross loadings were dropped at thisstage. The second stage EFA on twelve items of retail customer experience scale resulted into four factors.Sample and Data Collection: The data was collected from four different locations in the city of Indore(Madhya Pradesh) using mall intercept survey. Indore is a cosmopolitan city with a population of 3.2 million (IndoreDistrict, Census, 2011) and considered to be commercial centre of central India. Shoppers of personal lifestyleproducts were identified by asking informal questions about their shopping. Respondents were asked about theirshopping experience. The data was collected with the help of a seven point semantic differential scale having twelvebipolar items. A total of 676 valid responses (355 males and 321 females) were obtained after removing incompleteresponses and outliers.