LAUSR.org creates dashboard-style pages of related content for over 1.5 million academic articles. Sign Up to like articles & get recommendations!

Exploring an in-store customer journey for customers shopping for outdoor apparel

Photo from wikipedia

Abstract The omni-channel shopping phenomenon creates major challenges for brick-and-mortar stores to remain relevant and appeal to customers. A way to counteract these challenges is to offer customers a journey… Click to show full abstract

Abstract The omni-channel shopping phenomenon creates major challenges for brick-and-mortar stores to remain relevant and appeal to customers. A way to counteract these challenges is to offer customers a journey where in-store experiences enable them to encounter numerous physical and virtual touchpoints evoked by affective, cognitive, physical, relational, sensorial and symbolic responses. This study ascertained the customer journey activated by the experiences causing value and resulting in intentions to revisit a retailer specializing in outdoor apparel. Our web-based survey collected 300 valid responses for analyses. The statistical analyses confirmed a positive relationship between the customer in-shop experience factors and the shopping trip value experienced, which in turn mediated the relationship with intention to repatronage. Some conclusions are made and various suggestions for future research are recommended.

Keywords: customer; store; outdoor apparel; customer journey

Journal Title: Journal of Retailing and Consumer Services
Year Published: 2021

Link to full text (if available)


Share on Social Media:                               Sign Up to like & get
recommendations!

Related content

More Information              News              Social Media              Video              Recommended



                Click one of the above tabs to view related content.