n Management Dynamics : Journal of the Southern African Institute for Management Scientists - A study of the differential impact of the dimensions of satisfaction with the in-store shopping experience on the customer retention of retailers




Retailers are under continuous pressure to find innovative ways to differentiate themselves from competitors and to adjust to fast-changing environmental circumstances. Customers' in-store shopping experience (ISE) offers retailers an alternative means of differentiation if they can offer a superior in-store shopping experience. The ISE instrument, which has been developed to measure customers' in-store shopping experience, is used in this study to compare the in-store shopping experiences of customers of two diverse retailing environments (superstores versus Health, Beauty and Lifestyle (HBL) retailers) by assessing the impact of ISE on customer retention. The results confirm the proposition that the dimensions of the in-store shopping experiences of customers are not consistent across retailer types.


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