Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Customer Experience and Its Outcome Measures: A Meta-Analytic Approach

Author(s): Kishor Chandra Sahu, Mohammed Naved Khan and Krishna Das Gupta

Insight into the major customer experience outcomes can enable the retailers to design appropriate customer experience strategies. The purpose of the study is to find out the significant consequences of customer experience in a retail shopping environment. A systematic literature review was done to identify the relevant studies capturing outcome measures of customer experience. After careful screening, the shortlisted studies were coded. Statistical analysis was conducted on all of those to calculate the combined effect size by using the effect size metric of all the studies. A meta-analysis of all the studies with correlation coefficient as the effect size determined that customer satisfaction, purchase intention, customer loyalty, and brand equity are the significant consequences of customer experience. The study examined that the retail environment and culture moderate the strength of the relationships.

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