Published July 27, 2021 | Version v1
Conference paper Open

Dimensions of Retail Customer Experience and Its Outcomes: A Literature Review and Directions for Future Research

  • 1. Johannes Kepler University Linz
  • 2. University of Applied Sciences Upper Austria, Johannes Kepler University Linz

Description

Due to changes in customers’ shopping habits and increasing omnichannel behavior (i.e., use of both online and offline channels), a seamless customer experience (CX) with a retailer extends beyond the online shop. CX is a broad construct and researchers have used various measures to capture this construct. Consequently, it is difficult to compare CX outcomes. Against this background, this literature review analyzes CX dimensions, measures, and outcomes in a human-computer interaction context and beyond. Our results indicate that both affective and cognitive CX have been studied intensively. While affective CX has mostly been measured using the PAD (pleasure, arousal, dominance) scale, cognitive CX has largely been studied based on the flow concept. A few researchers have studied CX holistically, or as a social and sensorial phenomenon. Major outcomes studied in the extant literature include engagement, purchase intention, loyalty, commitment, word-of-mouth, satisfaction, and trust. Based on our findings, we discuss managerial implications as well as directions for future research.

Files

Hermes_Riedl_2021.pdf

Files (1.4 MB)

Name Size Download all
md5:044702aaff46e66cb9e231d899024bd6
1.4 MB Preview Download

Additional details

Funding

PERFORM – Pioneering the Digital Future for Omnichannel Retail Managers 765395
European Commission