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Measuring retail customer experience

Shilpa Bagdare (International Institute of Professional Studies, Devi Ahilya University, Indore, India)
Rajnish Jain (Institute of Management Studies, Devi Ahilya University, Indore, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 2 September 2013




This study aims at developing a reliable and valid measure of retail customer experience.


Scientific scale development process has been followed. Survey methodology was used to collect data. The results are tested for reliability and validity using Confirmatory Factor Analysis.


The study conceptualizes retail customer experience as a reliable and valid multidimensional construct, explained in four dimensions: leisure, joy, distinctive and mood.

Research limitations/implications

It was confined to only “brick and mortar” personal lifestyle retail stores. Mediating and moderating effects of contextual variables and the influence of antecedents have not been studied. It provides insights into the “delivered” retail customer experience as perceived by the shoppers for future research.

Practical implications

The scale can be used to measure the experiential responses of retail customers and provide directions for retailing strategies.


The study presents psychometrically valid scale to measure retail customer experience scale.



Bagdare, S. and Jain, R. (2013), "Measuring retail customer experience", International Journal of Retail & Distribution Management, Vol. 41 No. 10, pp. 790-804.



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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