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

Retail customer experience is a reflection of retailers‘ efforts towards building long term relationships withtheir customers. Measurement of retail customer experience will allow retailers in knowing the customers‘ overallperception, attitude and feelings towards retail stores on different dimensions which gets reflected in terms of retailperformance. Retailers can identify specific dimensions or areas of poor performance, thereby, enabling them todesign suitable strategies to create and deliver positive experience.Limitations and Future Research: The present study was confined only to brick and mortar stores focusingon the customers of personal life style stores. Generalization of results on other channels and retail stores requiresmore studies for validation purposes. Future researches may include other online and offline channels along with avariety of retail stores to explore the differences. The study also lacks in terms of analysing the relationship of retailcustomer experience with other outcome retail performance measures such as revenue, profitability, satisfaction,loyalty, quality, image and others. It has supported its findings only on the basis of earlier studies. It is required toundertake researches to assess the impact of retail customer experience on retail performances. Future researchesshould also incorporate the influence of moderating variables on retail customer experience. Studies may also focuson identifying specific functional and emotional clues to shape retail customer experience in the desirable directions.REFERENCESArnold, M. J. and Reynolds, K. E. (2009), ―Affect and retail shopping behaviour: Understanding the role of moodregulation and regulatory focus‖, Journal of Retailing, 85 (3), 308-320.Arnold, M. J., Reynolds, K. E., Ponder, N. and Lueg, J. E. (2005), ―Customer delight in a retail context:Investigating delightful and terrible shopping experiences‖, Journal of Business Research, 58, 1132-1145.Babin, B.J. and Darden, W.R. (1996), ―Good and bad shopping vibes: Spending and patronage satisfaction‖, Journalof Business Research, 35 (3), 201-206.Babin, B.J., Darden, W.R. and Griffin, M. (1994), ―Work and/or fun: Measuring hedonic and utilitarian shoppingvalue‖, Journal of Consumer Research, 20 (4), 644-56.Backstrom, K. and Johansson, U. (2006), ―Creating and consuming experiences in retail store environments:Comparing retailer and consumer perspectives‖, Journal of Retailing and Consumer Services, 13, 417-430.Backstrom, K. (2011), ―Shopping as leisure: an exploration of manifoldness and dynamics in consumers shoppingexperiences‖, Journal of Retailing and Consumer Services, 18, 200-209.