Factors affecting customers' in-store shopping experience (Case study: Hypermarkets in Tehran)


1 Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

3 Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran


This research aimed to evaluate the customers' in-store shopping experience in hypermarkets of Tehran. The conceptual model consisted of 17 sub-components, including the experience of interaction with the community, friends, and family members, hedonistic value, profit-minded value, in-store sentiment, volatile, advertising, comfort, price, product, learning, design, staff, visual, olfactory, hearing, and touch. Social, value, emotional, practical, intellectual, and sensory experience are examined as the six primary components of the customers’ in-store experience. The measurement instruments were developed based on the qualitative and multi-stage screening findings. The collected data were analyzed by a questionnaire with 72 and 66 items and using 638 statistical samples, collected through stratified relative random sampling with exploratory factor analysis, structural modeling, and path analysis. The results of structural equation modeling confirmed the effect of each of the 17 components of customer experience on customer satisfaction and the effect of customer satisfaction on the intention to return to the store. According to the path analysis results, the effect of all six primary components of customer experience on customer satisfaction, intention to return to the store, as well as the effect of customer satisfaction and intention to return to the store are positively supported.


[1] B. Ahmadi, Structure And Aermeneutics, Tehran: Gam No Publications, 2001.
[2] J. Ainsworth and J. Foster, Comfort in brick and mortar shopping experiences: Examining antecedents and
consequences of comfortable retail experiences, J. Retail. Consum. Serv. 35 (2017) 27–35.
[3] E. Anderl, J. Hendrik Schumann and W. Kunz, Helping firms reduce complexity in multichannel online data: A
new taxonomy-based approach for customer journeys, J. Retail. 92(2) (2016) 185–203.
[4] M.J. Arnold, K.E. Reynolds, N. Ponder and J.E. Lueg, Customer delight in a retail context: Investigating delightful
and terrible shopping experiences, J. Bus. Res. 58(8) (2005) 1132–1145.
[5] J. Babin, D.M. Hardesty and T.A. Suter, Color and shopping intentions: The intervening effect of price fairness
and perceived affect, J. Bus. Res. 56(7) (2003) 541–551.
[6] S. Bagdare, Antecedents of retail customer experience, J. Mark. Commun. 8(3) (2013) 45–51.
[7] J. Baker, D. Grewal and A. Parasuraman, The Influence of Store Environment on Quality Inferences and Store
Image, J. Mark. Commun. 22(4) (1994) 338–339.
[8] M.J. Bitner, Servicescapes: the impact of physical surroundings on customers and employees, J. Mark. 56(2)
(1992) 57–71.
[9] M. Chenari, Comparison of Husserl, Heidegger and Gadamer with methodological benchmark, Quart. J. Philosoph.
Theological Res. 9(34) (2007) 113–138.
[10] A. Faizan, H. Kashif and O. Rosmini, Diagnosing customers experience, emotions and satisfaction in Malaysian
resort hotels, European J. Tourism Res. 12 (2016) 25–40.
[11] R. Garg, Z. Rahman, M. Qureshi and I. Kumar, Identifying and ranking critical success factors of customer
experience in banks: An analytic hierarchy process (AHP) approach, J. J. Model. Manag. 7(2) (2012) 201–220.
[12] A.J. Rohm and V. Swaminathan, A typology of online shoppers based on shopping motivation, J. Bus. Res. 57(7)
(2004) 748–57.
[13] L. O’Connell, Global Retail Sales 2017- 2023, Statista.com. (2019).
[14] E.M. Tauber, Why Do People Shop?, J. Mark. 36(4) (1972) 46–49.
[15] O. Tyrvainen, H. Karjaluoto and H. Saarijarvi, Personalization and hedonic motivation in creating customer
experiences and loyalty in omnichannel retail, J. Acad. Mark. Sci. (57) (2020).
[16] J. Van Doorn, K.N. Lemon, V. Mittal, S. Nass, D. Pick, P. Pirner and P.C. Verhoef, Customer engagement
behavior: theoretical foundations and research directions, J. Service Res. 13(3) (2010) 253–266.
[17] S. Vargo and R. Lusch, Why service?, J. Acad. Mark. Sci. 36(1) (2008) 25–38.
[18] W.F. Yee, N.S. Imm and L.C. Hwa, Cause-related marketing: It’s influence on consumers’ choice of hypermarket,
Int. J. Bus. Soc. 19(3) (2018) 616–636.
Volume 12, Special Issue
December 2021
Pages 2043-2055
  • Receive Date: 01 October 2021
  • Revise Date: 30 October 2021
  • Accept Date: 07 December 2021
  • First Publish Date: 09 December 2021