Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores

Abstract

Purpose

The purpose of this paper is to focus on ascertaining whether and how groups based on demographic variables (age, gender, education level, and family income) differs for dimensions of customer experience quality in the Indian retail store context.

Design/methodology/approach

A 23 items instrument was distributed to retail store customers. Demographic variables were age, gender, education level, and family income. Finally, the analysis was performed on 346 responses. ANOVA test was performed to find out the significant difference between the groups based on demographic variables with respect to components of customer experience quality in the Indian retail store context.

Findings

Analysis revealed that some categories of demographic variables differ with respect to dimensions of customer experience quality in the Indian retail store context.

Originality/value

Authors believe that this is the first study, which applies EXQ model in India retail context.

Citation

Deshwal, P. (2016), "Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores", International Journal of Retail & Distribution Management, Vol. 44 No. 9, pp. 940-955. https://doi.org/10.1108/IJRDM-03-2016-0031