Retail Service Research Articles

Is the system reliability profitable for retailing and consumer service of a dynamical system under cross-price elasticity of demand?

Retailing strategy is one of the most crucial factors for industries. A proper retailing strategy can help to enhance consumer service and increase the industry's profit. An improved approach to retailing is suggested in this research to deliver superior customer service while maximizing profits in a dynamic system. The study analyzes a retailing strategy for a demand with cross-price elasticity upon the retail price. A product's cross-price elasticity and the system reliability are critical factors in retailing. Understanding the cross-price elasticity of demand between products helps retailers to make pricing decisions that maximize profits by maintaining demand. Imperfect products are produced due to an imperfect production system. The imperfect ones must be adjusted with some costs to make them perfect for better retailing. The system failure rate is crucial for retailing under cross-price elasticity of demand patterns. Production system reliability, cross-price elasticity of demand, and consumer service are all essential factors that can impact a company's success in the market. The production rate is considered time- and system failure rate-dependent. Contradictory to the literature, a dynamical system is proposed for improved retail management, which is solved using the Euler-Lagrange theory. Finally, one can achieve the expected maximum profit for this retail system with optimum selling prices for different products by reducing the system failure rate. Some numerical illustrations with graphical representations are provided to validate the current study. Numerical examples show that applying cross-price elasticity of demand for more than two identical products provides 35% more profit for the retail industry than a single type of product.

Modernization of the banking sector in the context of digitalization of the economy of Kazakhstan

The paper examines the transformations taking place in the financial sector that are caused by modern problems and opportunities of the entire industry, whether it concerns insurance, retail, banking or other financial services. At the same time, there are a number of specific tasks in each of these segments of the financial industry, depending on the level of maturity of digital transformation, the customer base, including the use of digital channels, new data warehouses, advanced analytics and the degree of digitization of these processes. The purpose of the study is to summarize the state of development of digital transformation, the experience of digitalization of the banking system, to identify problems and ways to overcome them. Special attention is paid to the current state and prospects for the development of innovative technologies in the banking sector of the economy of Kazakhstan. The methodology of the research was based on the study of the works of foreign and domestic authors using the method of systematic and comparative analysis, the method of statistical data processing, theoretical generalization of the sources studied. The modern digital banking system combines the advantages of two components: a new approach to customer service and the introduction of an effective operating model – both factors are incorporated by digitizing basic technologies, processes and structures. From the outside, customers benefit from price benefits with increased transparency and comparability of results. The findings of the study show how banks respond to these challenges and needs by providing immediate, high-quality interaction, and transactions are executed quickly and reliably.

Innovative behavior of consumers

Journal of Consumer BehaviourEarly View EDITORIAL Innovative behavior of consumers Alba Yela Aránega, Corresponding Author Alba Yela Aránega [email protected] orcid.org/0000-0003-3539-5615 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, Spain Correspondence Alba Yela Aránega, Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Plaza San Diego, S/N, Alcalá de Henares 28801, Spain. Email: [email protected]Search for more papers by this authorDomingo Ribeiro Soriano, Domingo Ribeiro Soriano orcid.org/0000-0003-3222-9101 Department of Business Management, University of Valencia, Valencia, SpainSearch for more papers by this authorMaria Teresa Del Val Núñez, Maria Teresa Del Val Núñez orcid.org/0000-0001-6008-7935 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this authorJosé Santiago Fernández Vázquez, José Santiago Fernández Vázquez orcid.org/0000-0001-7947-1937 Department of Modern Philology, Faculty of Philosophy and Arts, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this author Alba Yela Aránega, Corresponding Author Alba Yela Aránega [email protected] orcid.org/0000-0003-3539-5615 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, Spain Correspondence Alba Yela Aránega, Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Plaza San Diego, S/N, Alcalá de Henares 28801, Spain. Email: [email protected]Search for more papers by this authorDomingo Ribeiro Soriano, Domingo Ribeiro Soriano orcid.org/0000-0003-3222-9101 Department of Business Management, University of Valencia, Valencia, SpainSearch for more papers by this authorMaria Teresa Del Val Núñez, Maria Teresa Del Val Núñez orcid.org/0000-0001-6008-7935 Department of Economics and Business, Faculty of Business and Economics, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this authorJosé Santiago Fernández Vázquez, José Santiago Fernández Vázquez orcid.org/0000-0001-7947-1937 Department of Modern Philology, Faculty of Philosophy and Arts, University of Alcalá, Alcalá de Henares, SpainSearch for more papers by this author First published: 07 June 2023 https://doi.org/10.1002/cb.2187Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. 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Customer experience in coffee stores: A multidisciplinary Neuromarketing approach

AbstractCompanies in the service retailing industry are constantly looking for strategies to provide a customer experience that improves brand perception and increases customer loyalty. This study provides a deeper understanding of customer experience in two coffee stores in Vietnam by providing a multidisciplinary approach, including a quantitative and a neuromarketing approach. Two‐hundred participants participated in the study, combining mystery shopping visits with the Brand Association Reaction Time Test (BARTT). Results from the mystery shopping visits confirm the holistic concept of customer experience. Store atmosphere, employee service, drink quality, price, and previous visits significantly impact customer experience. Empirical results also confirm the impact of customer experience on loyalty. Furthermore, the BARTT analysis shows that in‐store customer experience can influence customers' short‐term brand perceptions. The national brand is associated with friendly, expensive, globalized, and unique, whereas the local brand revealed significant associations with clean, smells good, welcoming, and unique. From the mystery shopping results and the BARTT, we can infer that customer experience needs multi‐methodological capturing of its multifaceted aspects. Our findings are relevant to researchers and practitioners seeking to understand and bolster customer experiences, justifying a multidisciplinary approach and the application of new insightful tools.

UNDERSTANDING FEMALE SEGMENTS BASED ON BENEFIT OF LOYALTY PROGRAM

Loyalty programs in banking need to look at the dynamics of female consumers, especially when digital businesses dominate marketing transactions. In the literature, segmentation studies are mostly carried out on retail services, airlines, and hotels, which are rare in banking, especially related to loyalty program services. Therefore, this study is expected to close the gap without a segmentation study in a banking context. This study aims to identify the female customer segment by assessing the bank's loyalty program and relating it to its perceived convenience, security, and reliability. The study employed the two most prominent banks in Indonesia, with 208 female customers as respondents. The purposive sampling method was used as a method of selecting samples. Data were reduced using factor analysis and categorized using cluster analysis. The main result identifies four factors underlying the benefits of loyalty programs: quality of communication, policy, rewards, and website quality. Three segments of loyalty program female consumers were identified: apathetic (25%), active (31%), and passive segments (44%). In further analysis, three segments of females were analyzed regarding the bank saving account's convenience, reliability, and security. Results confirm that all three segments were unique and distinguished one from another. This study's implication guides managing the types of female customers at the bank, especially loyalty programs.

E-SERV-EX: A Multi-item Scale for Measuring Customer Expectations from the Online Retail Services

Purpose: The purpose of this article is the scale development, refinement, and psychometric evaluation of the multi-item scale (E-SERV-EX) for assessing the customers’ expectations from the online retail services and exploring the impact of different demographic and behavioral factors on customer’s expectation. Design/Methodology/Approach: It was conclusive research, which is quantitative and cross-sectional in nature. Data were collected through a survey method using a structured questionnaire from 518 respondents, selected through judgmental sampling from Delhi NCT. The primary statistical tools used in the study were exploratory factor analysis, confirmatory factor analysis for scale development, and partial least square-structural equation modelling for hypothesis testing. Findings: The final scale had 31 items divided into nine dimensions. Assurance/trust, efficiency, fulfillment/reliability, responsiveness, security/privacy, web-design, personalization, price aspects, and customer engagement. Scales demonstrated good psychometric properties based on the findings from various reliability and validity tests conducted in this study. Web design was the most crucial factor, and personalization was the least important factor expected. When we speak about demographic factors, males had more expectations than females in individual and overall expectations. With an increase in age and income, customers’ expectations from online retailer services decrease. With the increase in distance from the physical retail outlet, customers’ expectations from online retail service increase. Consumers with more experience in internet usage and online retail usage had higher expectations. Consumers who surf and purchase more from online retailers also expect more. Practical Implications: The e-expectation scale developed in this study will help marketers and retailers better understand e-service quality expectations. Knowing the consumers’ expectations would help the retailers in framing the e-marketing mix and strategies. The expectations scale can be used in policy formulation and web designing. This scale will also help fill GAP 1 (expected service and management’s perceptions of consumer expectations) and GAP 5 (customer expectations and customer perceptions) of the service quality gap model of Parasuraman, Zeithaml, and Berry. Originality/Value: This research paper contributes to the literature by developing, refining, and evaluating a novel multi-item scale, E-SERV-EX, with good psychometric properties for measuring customer expectations from online retail services whereas most of the papers in the past measured the perceptions. E-SERV-EX can be employed by marketers, retailers, and policymakers to develop effective e-marketing strategies, web designs, and policy formulation by understanding consumer expectations. Most importantly, this scale helps fill GAP 1 (expected service and management’s perceptions of consumer expectations) and GAP 5 (customer expectations and customer perceptions) of the service quality gap model proposed by Parasuraman, Zeithaml, and Berry.

THE EFFECT OF RETAIL SERVICE, HEDONIC VALUE, AND OUTLET ATMOSPHERE ON THE IMPULSE PURCHASES OF IKEA ALAM SUTERA CUSTOMERS

<p>The purpose of this study is to analyze the factors that influence impulsive buying. The research used a quantitative descriptive approach with distribute online questionnaire to 50 respondents of the public in Jakarta to earn the data. The results showed that retail service influenced impulsive buying, hedonic value influenced impulsive buying, and store atmosphere had a significant positive effect on impulsive buying. The results of the test show that the value of sig < alpha (0.05) and ) means that retail services, hedonic values and store atmosphere simultaneously affect impulse buying.</p>

ASSESSMENT OF CUSTOMER SERVICE QUALITY OF THE GAS STATION NETWORK IN LITHUANIA

The gas station business enterprises are constantly trying to find ways to influence customers through a variety of services and improve the level of these services, which will ultimately lead to customer satisfaction. Assessing the quality of customer service becomes a prerequisite for this gas station business. This research paper is a theoretical and practical review of SERVQUAL and the Retail Service Quality Scale (RSQS) as a tool for measuring service quality in the gas station sector. The aim of the research is to determine and evaluate the quality of customer service in a network of Lithuanian gas stations. The theoretical part of the article analyses the quality of customer service, its evaluation models and factors, as well as means of assurance in the field of retail trade – in the network of petrol stations. The methodological part presents and describes the access, procedure, instruments and methods of data processing and presentation of the conducted research. The research was conducted using a quantitative research instrument – a questionnaire. The questionnaire was developed using SERVQUAL and RSQS methods. The empirical part of the article presents the analysis of the research data on the quality of customer service in the gas station network. The article closes with conclusions and recommendations for improving the quality of customer service in the gas station network. Key findings: all five dimensions of customer service were significant and positively rated by customers. However, in each dimension there are minor problems with the quality of the service: the equipment and cleanliness of the toilets; the modernity of the technologies used to pay for the services; the personal attention paid to the customer by the staff and the information provided on current promotions and discounts available during the service; the greater feeling of security and timely provision of services; the listening to the customer's comments; the confidence in the policy on the protection of personal data.

Service Quality Assessment of Retail Pharmacies in Balingasag, Misamis Oriental Based on Hybrid AHP-RSQ Model

The number of retail pharmacies in Balingasag, Misamis Oriental have increased due to the promising economic development of the municipality. Despite customers having wide alternative options to choose, service quality-implementation by respective pharmacies have perhaps executed inconsistently leading to a poor outlook of the stores service. The main objective of this study is to assess the service quality and performance efficiency of pharmacies surrounding the central area of the municipality of Balingasag using Analytical Hierarchy Process (AHP). We discuss in this paper the analysis of criterion prioritization through expert judgments, identify retail pharmacies with high and low performance efficiency of service quality. Criteria considered in formulating the AHP architecture is based on the retail service quality scale of Dabholkar et al. (1996) including workplace hygiene, understanding, accessibility, reliability, guidance, policy, and problem – solving. Based on experts’ judgments using pairwise comparison, different performance indicators have been evaluated: the most prioritized criterion among the seven (7) criteria is ‘problem-solving’ with a criterion weight of 0.22 while the least prioritized criterion is ‘accessibility’ with a criterion weight of 0.05. Empirical evaluation integrated with the obtained criterion weights showed that among ten (10) retail pharmacies; nine (9) pharmacies have good performance quality, while the remaining pharmacy have an acceptable performance in service quality implementation. The result of this study gives emphasis that ‘problem-solving’ criterion in the implementation of service quality should be strengthened by retail pharmacies to subsequently improve its service quality performance and competitive positioning.

Incidental Occurrence of MTBE and Other Oxygenates in U.S. Gasolines after State-Level MTBE Bans, 2004-2020

The rapid rise in the use of MTBE in automotive gasoline in the U.S. in the early 1990s was matched only by its rapid decline in the early 2000s, the latter stemming from its unsettling and detrimental impact on groundwater and drinking water supplies following gasoline leaks and spills. Its decline was promulgated through implementation of numerous legislated, state-level bans, which along with the Energy Policy Act of 2005’s elimination of a minimum oxygen requirement for reformulated gasoline, effectively ended the “MTBE era” by the Spring of 2006. Despite the bans, most of which only prohibited the intentional use of MTBE, opportunities remained for its incidental occurrence in gasoline. In this study, we report on the existence, concentration, and frequency of incidental MTBE and other oxygenates (TAME, ETBE, DIPE, and TBA) in an ad hoc suite of 76 “post-ban” gasolines collected from retail service station dispensers in multiple states between 2004 (in states with early bans) and 2020. These results are compared to those for 75 “pre-ban” (oxygenated, reformulated, and conventional) gasolines. Using GC/MS full scan data with a method detection limit of 10 mg/kg, the results confirm the incidental occurrence of MTBE in 34% of the “post-ban” gasolines at concentrations between 980 and 17 mg/kg (avg. ± σ; 209 ± 307 mg/kg), which generally decreased between 2004 and 2020. MTBE’s origin(s) in “post ban” gasolines is reasonably attributed to cross-contamination with neat MTBE or MTBE-laden gasoline destined for U.S. export, and/or its otherwise lingering presence within the gasoline distribution system. Although less frequently detected, low concentrations (mostly < 1,000 mg/kg) of TAME, ETBE, DIPE and TBA were also found in 17, 14, 13 and 4% of the “post-ban” gasolines studied, respectively. The forensic implications of these results on constraining the “age” of gasoline-derived NAPL containing MTBE or of MTBE-impacted groundwater, which are equally applicable to the other oxygenates measured, are discussed. Of overriding relevance is that any presumption that MTBE completely disappeared from the U.S. gasoline pool after the implementation of the state-level bans and Energy Policy Act is false.

Comparing the effects of consumers' perceptions of companies' corporate social responsibility initiatives in emerging and developed markets

PurposeThis work proposes a framework that attempts to explain the connection between the dimensions of consumer perceived corporate social responsibility (social, environmental, economic), firm trustworthiness and firm reputation, using market level of development as a moderating factor.Design/methodology/approachMexico and Spain were selected as the emerging and developed markets; a cross-cultural study with 1173 consumers (521 from Mexico and 652 from Spain) was undertaken. In each country, participants evaluated one of two well-known companies (one making consumer products and one providing retail services). The hypotheses were tested through SEM.FindingsThe results showed that, in the emerging market, perceived environmental actions did not influence consumers' perceptions and, in the developed market, perceived social actions had no effect.Originality/valueThe study identifies two mechanisms through which consumers' perceptions of a company's CSR influence company reputation, offering evidence that the level of development of a country can have a moderating effect on how the mechanisms operate.

The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction

PurposeThis study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).Design/methodology/approachThe customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia).FindingsThe results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction.Research limitations/implicationsThe study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.Practical implicationsThis research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service.Originality/valueThe shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.

The joint impact of working capital and platform-economy on firm profitability: The case of e-business model in transition country

This study examines the impact of traditional working capital management (WCM) and modern technological factors, specifically digital communications with customers as part of a customer relationship management strategy (CRM), on the performance of retail consumer-focused industrial and service firms in Russia. Panel data regression analysis is used to determine the individual impact of each strategy on profitability and model the combined effect of the two strategies. The results are presented through a 3D visualization, which highlights the significant positive impact of WCM and CRM on firm profitability. The study concludes that an effective combination of the two strategies can lead to a significant increase in profitability for companies operating in the retail consumer industry in Russia.

Global Marketing Strategies of McDonald’s

The majority of people need to have initially criticized the idea of a nationwide restaurant chain store the same goods, but little did they realize that this brilliant idea would later revolutionize the business landscape. Since opening its ground-breaking first restaurant McDonald's has led the globe since its founding in San Bernardino, California, in 1948 market for fast food. one among the most famous renowned retailer services for food, McDonald's has greater than 30,000 places serving 47 million people daily across 121 different countries. In almost every country where it conducts business, it holds a dominant share of the market for internationally recognized quick service restaurants. Our group has taken up the case of McDonald's in order to study the various ways that a company strategizes as well as differentiates its approaches in various nations, as well as attempt to comprehend the complex factors engaged with the differentiating and positioning approaches of the same business in different, different markets extend throughout the globe.

Metaverse Technology in Communication Practices: A Case Study of IT Products Retailers in the UAE

Introduction: Retail companies aim to provide their customers with improved customer support and public relations services. For this purpose, metaverse technology is one of the most preferred approaches to improving customers’ buying and post-purchase experiences. Aims: This research also examined metaverse technology acceptance among the IT products and services companies in the United Arab Emirates. Methods: The researchers employed a self-proposed study model and used the structural equation modeling approach. Results: Results revealed that relative advantage significantly affects customer support and public relations. However, transparency does not affect customer service and public relations significantly, while the effect of perceived compatibility on customer support remained insignificant while public relations remained significant. Finally, the effect of public relations on metaverse technological acceptance remained insignificant. Besides, the effect of customer support on metaverse technology acceptance remained significant. Overall, the results supported the role of certain factors proposed by the diffusion of innovation theory in the context of PR and customer support, which is further accelerating the metaverse technology adoption among the IT retailers in the UAE. Conclusion: Thus, this study concludes that the role and adoption of metaverse technology not only highlight its acceptance but also address its importance in improving IT retail products and services. Doi: 10.28991/ESJ-2023-07-03-019 Full Text: PDF

Consumers’ free riding: Pricing and retailer service decisions in a closed-loop supply chain

Increased awareness of environmental and social responsibility has prompted many manufacturers to adopt product recycling programs. In addition, with the development of the internet and e-commerce, the supply chain structure has changed from a single physical store to a mode in which online and offline outlets coexist. At the same time, consumers usually obtain a product’s information in a physical store before purchasing it online, which is recognized as free-riding behavior. In this paper, we apply a Stackelberg game to explore the joint effects of free-riding and the reverse revenue-sharing ratio on pricing strategies and offline retailer service decisions. We show that the reverse revenue-sharing ratio impacts the online and offline prices under different decision-making models in quite opposite ways; that is, the ratio positively (negatively) impacts the online and offline prices in centralized (decentralized) decision-making modes. In contrast, the free-riding rate has the same impacts on online and offline price decisions in different decision modes. More specifically, the free-riding rate has a positive (negative) impact on the online (offline) price in both modes. In addition, we show that the reverse revenue ratio has the same impact on the retail service investment decision under different decision models; that is, the retailer service is positively correlated with the reverse revenue ratio. However, when the free-riding rate is greater than 0.5, the relationship between retail service and the free-riding rate under the centralized model is positively correlated; in other cases, the relationship between the two is negatively correlated under different decision models. We also show that the adjustment space of the price strategy (retail service investment) will be influenced by the combination of the reverse revenue-sharing ratio and consumer free-riding behavior.

Assessing the significance of retail service quality on shopping frequency: an adaptation of retail service quality (RSQS) model

PurposeThis study aims to ascertain the significance of retail service quality dimensions on shopping frequency at supermarkets in Durban. This study also adopts the Retail Service Quality Scale (RSQS) to South African supermarket consumers.Design/methodology/approachPrimary data were collected from 399 consumers through mall intercepts using an adapted RSQS. Non-probability convenience sampling was utilised in selecting participants from different malls in Durban. To analyse data the SPSS software was utilised with multiple regression analysis to confirm relationships between variables of the study.FindingsResults indicate a significant linear relationship between retail service quality and shopping frequency. Two of the three dimensions of retail service quality (atmospherics and reliability) have a positive and significant influence on the shopping frequency of consumers whereas one dimension (policy) showed no significant influence on the dependent variable.Research limitations/implicationsFurther studies are recommended in ascertaining the reasons behind an insignificant relationship between policy items of service quality and the shopping frequency of consumers.Practical implicationsThis study highlights the managerial implications of retail service quality on improved shopping frequency of consumers.Originality/valueThis study suggests a lesser emphasis on policy items specifically personal interaction amongst Durban consumers on their shopping frequency. This might be due to cultural differences as well as the importance of self-service and privacy in supermarkets. Furthermore, this study demonstrates the role of context in providing deviations in retail service quality measurement and conceptualisation.

Next-generation networks: Necessity of edge sharing

Resource sharing is fundamental to the design of telecommunication networks. The technology, economic and policy forces shaping the transition to next-generation digital networking infrastructure—characterized here as “5G+” (for 5G and beyond)—make new and evolved forms of edge sharing a necessity. Despite this necessity, most of the economic and policy research on Network Sharing Agreements (NSAs) has focused on sharing among service providers offering retail services via networks owned and operated by legacy fixed and mobile network operators (MNOs). In this essay, we make the case for why increased and more dynamic options for sharing, in particular of end-user owned network infrastructure, should be embraced for the future of NSAs. Furthermore, we explain how such a novel sharing paradigm must be matched by appropriate regulatory policies.

Analysis of research hotspots and trends on Chinese brands and service quality under the new development pattern of “Dual Circulation”

Brand building has achieved rapid development under the new development pattern of “Dual Circulation”, and service quality plays an important role in promoting brand efficient construction. Based on the support of China National Knowledge Network database and CiteSpace analysis software, this paper makes a quantitative analysis. Through the research of hot spots and evolution trend, it is found that the main extendable space of this topic is: The research direction of China will conform to the new development pattern of “Dual Circulation”, shift the main body of research to omni-channel integrated physical retail services, focus on the mode innovation of omni-channel integrated retail brand supply chain, explore its realization mechanism, and drive the construction and improvement of the new development pattern of dual circulation.

Quantifying the influence of customer experience on consumer share-of-category

Customer experience is an all-encompassing construct, and most companies go to considerable lengths to create memorable, extraordinary experiences. Nevertheless, customers experience offerings, companies, and their brands very differently. Using one qualitative and three quantitative studies we explore customers’ experiences from a financial perspective by measuring and quantifying the linkages between these and customers’ share-of-category. When measured by means of customers’ share-of-category, customers demonstrate significantly different purchasing intentions and behavior. In addition, customer retail service experiences that influence the share-of-category differ significantly between customers with a low and a high share-of-category. We expand our knowledge of customer experience by highlighting that different customer groups may perceive a similar retail experience differently, leading to a different purchasing behavior and influencing their respective share-of-category. This study expands existing research by providing empirical evidence of the link between the customer experience and customers’ purchasing behavior.