Abstract
With the rapid development of online shopping and traditional physical store shopping interweaving to form different shopping situations, customer experience has gradually become the main source of retailers’ sustainable competitive advantage through differentiation. Retailers need to continuously improve customer experience in different shopping situations to maintain long-term sustainable customer satisfaction and achieve sustainability. The study aims to examine what kind of shopping situations will influence customer experience and customer satisfaction. A total of 288 questionnaires were collected from two different shopping situations (146 questionnaires from physical stores were collected in five cities in China and 142 online questionnaires were collected from 21 provinces in China), and multiple regression analysis was adopted to test the hypotheses. As a result, we found that customer experience with staff service, shopping environment, and shopping procedure has a positive influence on customer satisfaction. Different shopping situations significantly moderate the relationships among customer experience with the shopping environment, product experience, and customer satisfaction but rarely influence customer experience with staff service and service procedures. Finally, gender significantly moderates the relationship between customer experience and customer satisfaction in different shopping situations. This study theoretically reveals the relationship between customer experience and satisfaction in different shopping situations and provides practical suggestions for retailers to form differentiated sustainable competitive advantage through customer experience management.
Highlights
With the rapid development of online shopping and traditional physical store shopping interweaving to form different shopping situations [1], customer experience has gradually become the main source of retailers’ sustainable competitive advantage through differentiation [2]
It is believed that customer experience in the online shopping context can help retailers win customer satisfaction through the differentiation strategy so as to obtain a competitive advantage and sustainability [4], but there is a lack of sufficient empirical research
The findings show that the absolute values of factor loadings all exceed 0.5, the KMO values all exceed 0.5, meeting the requirement for validity in an empirical study is met
Summary
With the rapid development of online shopping and traditional physical store shopping interweaving to form different shopping situations [1], customer experience has gradually become the main source of retailers’ sustainable competitive advantage through differentiation [2]. In the context of different shopping situations, existing studies either concentrate on the analysis of factors that affect customer satisfaction in a single situation, or general factors They do not pay attention to the differences of factors in various shopping situations or to further revealing the distinctiveness of the convergence and mutuality of online and physical store retail. The present study will integrate different shopping situations and discuss the relationship between customer experience and customer satisfaction in a comprehensive and dialectic way. Gender is another important factor in different shopping situations. We introduced the variable of gender to discuss its influence on the relationship
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