Presenting a Model Related to Antecedents and Consequences of In-Store Experiences: A Mixed Method Approache

Customer experience is one of the most fundamental concepts in marketing literature which results in hedonic & memorial experience for customers. In-store experiences are an important phenomenon that increasingly attracts the professional marketing experts and academics around the world and can use them as a distinctive tool in the stores. The methodology of this study is based on descriptive and mixed method. The qualitative part of this study which was based on phenomenological method began with protocol design on the base of systematic studies & then through eighteen individual deep interviews. With multiple purposive sampling (snowball & intensity), professional shoppers were selected and then three types of coding including open coding, axial coding and selective coding in ATLAS.ti software are used to determine the themes and categories. In quantitative part of this study, 298 shoppers were selected randomly and standardized questionnaires were distributed among them. Lisrel software was used for data analysis (SEM & Factor Analysis). The results convey that antecedents of in-store experiences (perceived values, word of mouth, brand equity, layout and design, employee’s skills, facilities) have a positive and significant relationship with consequences (purchase satisfaction, repurchase intention and flaneur).