Antecedents and consequences of experiential value in fashion retailing: a study on Indian consumers

Abstract

Purpose

Customer's experiential value is influenced by external as well as internal factors. This study was an effort to explore the impacts of two relevant internal factors (lifestyle and involvement) and one important external factor (atmospherics) on experiential value. Further, it investigates the influence of experiential value on two pertinent outcomes (customer satisfaction and positive word of mouth).

Design/methodology/approach

A survey-based questionnaire was used to collect the data (n = 354) from fashion retail shoppers in NCR region in India and was analysed using structural equation modelling.

Findings

The results revealed that positive influence of atmospherics, involvement and lifestyle on experiential value dimensions. Subsequently, the study showed experiential value influences customer satisfaction, which further leads to positive word of mouth.

Research limitations/implications

The study was carried out in fashion retail stores in National Capital Region in India. Therefore, further investigation is required for generalising the results. Theoretical and managerial contributions of the study are further discussed in the paper.

Originality/value

Arguably, this paper is an initial attempt to explore the antecedents and consequences of experiential value in the context of fashion retailing.

Citation

Varshneya, G. (2022), "Antecedents and consequences of experiential value in fashion retailing: a study on Indian consumers", Journal of Fashion Marketing and Management, Vol. 26 No. 5, pp. 832-851. https://doi.org/10.1108/JFMM-06-2020-0113