Retailer’s innovative differentiation method based on customer experience: focusing mediating effect of omni-channel shopper type

Abstract

Purpose: The purpose of this study is to examine the relationship between customer satisfaction and customer attitude by focusing on the mediating effect of Omni-channel shopper type. Methodology/Approach: A survey questionnaire was conducted by the consumer who purchased fashion clothing at SPA brand store in Daegu, Korea. Total of 364 survey responses were collected for data analysis. Findings: The study found that customer experience has been stimulated by experiential providers. It was also found that customer experience positively influenced on store attitude. Research Limitation/implication: This study limited the retail stores to SPA brand stores. Therefore, there had limitation in generalizing the results of this study in other types of retail industry. Originality/Value of paper: The study will be of benefit to both the scholars and marketing practitioners in terms of moderating effect of Omni-channel shopper types on consumer satisfaction. Category: Research paper.