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Dimensions of Retail Customer Experience and Its Outcomes: A Literature Review and Directions for Future Research

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HCI in Business, Government and Organizations (HCII 2021)

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Abstract

Due to changes in customers’ shopping habits and increasing omnichannel behavior (i.e., use of both online and offline channels), a seamless customer experience (CX) with a retailer extends beyond the online shop. CX is a broad construct and researchers have used various measures to capture this construct. Consequently, it is difficult to compare CX outcomes. Against this background, this literature review analyzes CX dimensions, measures, and outcomes in a human-computer interaction context and beyond. Our results indicate that both affective and cognitive CX have been studied intensively. While affective CX has mostly been measured using the PAD (pleasure, arousal, dominance) scale, cognitive CX has largely been studied based on the flow concept. A few researchers have studied CX holistically, or as a social and sensorial phenomenon. Major outcomes studied in the extant literature include engagement, purchase intention, loyalty, commitment, word-of-mouth, satisfaction, and trust. Based on our findings, we discuss managerial implications as well as directions for future research.

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Acknowledgments

This study has been conducted within the training network project PERFORM funded by the European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie grant agreement No. 765395. Note: This research reflects only the authors’ views. The Agency is not responsible for any use that may be made of the information it contains.

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  1. Institute of Business Informatics–Information Engineering, Johannes Kepler University Linz, Linz, Austria

    Anna Hermes & René Riedl

  2. University of Applied Sciences Upper Austria, Steyr, Austria

    René Riedl

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  1. Anna Hermes
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  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

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Hermes, A., Riedl, R. (2021). Dimensions of Retail Customer Experience and Its Outcomes: A Literature Review and Directions for Future Research. In: Nah, F.FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2021. Lecture Notes in Computer Science(), vol 12783. Springer, Cham. https://doi.org/10.1007/978-3-030-77750-0_5

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