The impact of in-store customer experience on customer satisfaction and loyalty: empirical evidence using structural equation modeling

The primary objective of this investigation is to examine the interrelationship between in-store experience and consumer satisfaction and loyalty. In pursuit of this objective, the study synthesizes extant literature pertaining to shopping experience, customer satisfaction, and customer loyalty. It posits a pioneering conceptual framework that amalgamates diverse facets of in-store experience factors, customer satisfaction, and customer loyalty into a cohesive framework. The research adopts a quantitative methodology, procuring data through a survey administered to customers patronizing various types of retail establishments. The findings derived from the path analysis underscore that in-store experience factors—cognitive, affective, and social—exert a positively significant impact on customer satisfaction.