Measuring consumer experience at the retail context: development of ConEx scale

Abstract

Purpose: The purpose of this study is to conceptualize and develop a scale to measure consumer experience at the retail context.

Design/methodology/approach: A questionnaire survey was conducted with a sample of 164 undergraduates of one of the state universities in Sri Lanka. Five dimensions of the consumer experience were identified by the exploratory factor analysis conducted with 21 measurement indicators. Confirmatory factor analysis was conducted with the five-factor measurement model and resulted in a five-dimensional structure for consumer experience with 14 measurement indicators.

Findings: The study concluded that the consumer experience was a multidimensional construct, comprising the dimensions of virtue, equanimous, amusement, rapture, and strange. The multidimensional nature of consumer experience which was explored will help marketers to focus on the areas in which consumer experience enhancement is required and consumer experience strategies also can be designed according to the multidimensional aspects of consumer experience.

Originality: The study developed a Consumer Experience scale (ConEx scale) which can be used to examine the consumer experience in the retail context. The multidimensional structure of ConEx also concerns the hedonistic perspective of consumer experience.

Implications: The customer experience in retail sector can be addressed through customer emotions. The explored dimensions of customer experience provide important implications for practitioners by offering new ways to explore customer emotions in retail setting.

Keywords: Consumer emotions, consumer experience, experience marketing, retailing, ConEx Scale