Identifying the link between store characteristics and the in-store customer experience

Previous research has found that in-store Customer Experience (CX) influences customer loyalty to the retailer. However, it is still unclear how store related stimuli influence in-store CX. Based on the Stimulus-Organism- Response framework, this article develops a model to investigate the effects of store characteristics on in-store CX and in turn customer satisfaction and patronage intention. Results indicate that each store characteristic influences at least one CX dimension. In turn, CX dimensions influence customer satisfaction. The cognitive and affective CX dimensions have a positive relationship with customer satisfaction, whereas a negative relationship with satisfaction has been reported as far as the social (customer-related) dimension is concerned. In turn, satisfaction has an impact on patronage intention. Results provide interesting theoretical and managerial implications on how store characteristics can be managed to design a successful in-store CX.