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

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.