Determinants of Retail Shopping Experience in the Era of e-Retailing
Published: 2018
Author(s) Name: Dr. Dhanashree Nagar and Dr. Rajeev Shukla |
Author(s) Affiliation: Assoc. Prof., Shri Vaishnav Inst. of Mgt, Shri VaishnavVidyapeeth Vishwavidyalaya, Indore, M.P.
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Abstract
Indian retailing is transforming in the form of store formats and online retailing. In rapidly changing
digital era, attracting footfalls in retail stores has become challenging for every retailer. It is important
for the retailer to focus on creating customer value which can be done through delivering a pleasurable
shopping experience. This study has been carried out to understand the determinants of retail shopping
experience in the era of e-retailing in Indore, Madhya Pradesh. Application of Factor Analysis
with 150 as sample sizeidentified eight factors namely Merchandize and Service Excellence, Store
Ambiance, Execution Experience, Employee Engagement, Store Cleanliness, In-Store Experience,
Reliability and Queue Management. T-statistics confirms thatirrespective of genders there is no
significant difference between the perceptions towards retailshopping experience.
Keywords: Shopping Experience, Online Channels, Perceptions, Innovations.
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