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

Anna Hermes, René Riedl

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationHCI in Business, Government and Organizations - 8th International Conference, HCIBGO 2021, Held as Part of the 23rd HCI International Conference, HCII 2021, Proceedings
EditorsFiona Fui-Hoon Nah, Keng Siau
PublisherSpringer
Pages71-89
Number of pages19
ISBN (Print)9783030777494
DOIs
Publication statusPublished - 2021
Event8th International Conference on HCI in Business, Government and Organizations, HCIBGO 2021, Held as Part of the 23rd HCI International Conference, HCII 2021 - Virtual, Online
Duration: 24 Jul 202129 Jul 2021

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12783 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference8th International Conference on HCI in Business, Government and Organizations, HCIBGO 2021, Held as Part of the 23rd HCI International Conference, HCII 2021
CityVirtual, Online
Period24.07.202129.07.2021

Keywords

  • Customer experience
  • Literature analysis
  • Retail environment

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