The impact of in-store customer experience on customer satisfaction and loyalty: empirical evidence using structural equation modeling

  • Anas MOUKRIM Hassan II University -Casablanca, Morocco
  • Hasnaa GABER Hassan II University -Casablanca, Morocco

Abstract

The primary objective of this investigation is to examine the interrelationship between in-store experience and consumer satisfaction and loyalty. In pursuit of this objective, the study synthesizes extant literature pertaining to shopping experience, customer satisfaction, and customer loyalty. It posits a pioneering conceptual framework that amalgamates diverse facets of in-store experience factors, customer satisfaction, and customer loyalty into a cohesive framework. The research adopts a quantitative methodology, procuring data through a survey administered to customers patronizing various types of retail establishments. The findings derived from the path analysis underscore that in-store experience factors—cognitive, affective, and social—exert a positively significant impact on customer satisfaction.

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Published
2024-01-18
How to Cite
MOUKRIM, Anas; GABER, Hasnaa. The impact of in-store customer experience on customer satisfaction and loyalty: empirical evidence using structural equation modeling. IJBTSR International Journal of Business and Technology Studies and Research, [S.l.], v. 5, n. 2, p. 17 pages, jan. 2024. ISSN 2665-7716. Available at: <https://ijbtsr.org/index.php/IJBTSR/article/view/115>. Date accessed: 24 apr. 2024. doi: https://doi.org/10.5281/zenodo.10526819.
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