Rajnish Jain, Jayesh Aagja and Shilpa Bagdare
The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda.
Abstract
Purpose
The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda.
Design/methodology/approach
The paper is based on a thorough review of 69 full-text articles, 12 books and one published dissertation related to customer experience.
Findings
The review describes the relevance of experiential perspective, service experience and customer experience to attract, delight and retain customers. Customer experience is regarded as a holistic interactive process, facilitated through cognitive and emotional clues, moderated by customer and contextual characteristics, resulting into unique and pleasurable/un-pleasurable memories. The study provides a deeper understanding of the concept and research issues for customer experience.
Research limitations/implications
It provides important insights into the emergence, development, management and measurement of customer experience-related issues for future research.
Practical implications
Customer experience needs to be considered and managed as a holistic strategic process for creating customer value, differentiation, customer satisfaction, loyalty and competitive advantage.
Originality/value
The study contributes to the understanding of customer experience and research agenda based on a thorough review of literature spanning 25 years.
Details
Keywords
Rajnish Jain and Shilpa Bagdare
The purpose of this review is to examine the influence of music on consumption experience and explore the relationships between musical variables and consumer responses in the…
Abstract
Purpose
The purpose of this review is to examine the influence of music on consumption experience and explore the relationships between musical variables and consumer responses in the context of retailing.
Design/methodology/approach
The paper is based on the review of studies conducted over last 30 years, empirical and conceptual, dealing with a large number of music‐related variables and their impact on various dimensions of consumption experience.
Findings
The studies report that music influences consumption experience at cognitive, emotional, and behavioural levels, specifically with regard to attitudes and perceptions, time and money spend, and moods and feelings, in retail experience. The influence of music is moderated by customer and store profiles, purchase timings, and other ambience factors.
Research limitations/implications
The study provides important insights into critical issues related to influence of music, for future research.
Practical implications
The research brings out important issues for designing musical environment in the retail stores to influence shopping experience and consumer responses.
Originality/value
Based on a critical review of important studies, the present paper proposes a framework to understand the effect of music on consumption experience in retail stores.
Details
Keywords
Shilpa Bagdare and Rajnish Jain
– This study aims at developing a reliable and valid measure of retail customer experience.
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.