S-O-R based experiential framework for measuring in-store customer satisfaction in non-fuel retailing

Past studies have provided a solid understanding of the role of various customer experience dimensions as stimuli to enhance customer satisfaction. Additionally, previous research has primarily concentrated on in-store shopping and/or in-store service experiences, asserting that each retail stimulus improves the service and shopping experience. However, the specific role of various customer experience dimensions, such as sensory experience, intellectual experience (design and employees), social experience, and pragmatic experience, as stimuli to enhance in-store customer service and shopping experiences remains somewhat unclear. Furthermore, the concept of the in-store customer experience is gaining increasing popularity, significantly improving in-store customer satisfaction. Nevertheless, its development through two key experience taxonomies (in-store service experience and in-store shopping experience) has remained largely unexplored. Moreover, research has not yet offered comprehensive evidence on in-store customer experiences and satisfaction in non-fuel retail settings or how fuel stations transform into retail centres. In addressing these gaps, this study aims to develop a stimulusorganism-response (S-O-R) based experiential framework for measuring in-store customer satisfaction, with a focus on non-fuel retail stores in Malaysia. Employing a mixed methods approach, we conducted 30 in-depth interviews using qualitative methods to explore five customer experience dimensions. Additionally, we collected 337 responses through multistage and systematic sampling from non-fuel retail stores in Malaysia. The findings provide intriguing insights into how these customer experience dimensions influence in-store service and shopping experiences differently. Furthermore, our findings strongly suggest that the in-store customer experience results from both the service and shopping experiences, ultimately enhancing overall in-store customer satisfaction.