Original Research

The in-store shopping experience: A comparative study of supermarket and clothing store customers

N. S. Terblanche, C. Boshoff
South African Journal of Business Management | Vol 35, No 4 | a663 | DOI: https://doi.org/10.4102/sajbm.v35i4.663 | © 2018 N. S. Terblanche, C. Boshoff | This work is licensed under CC Attribution 4.0
Submitted: 11 October 2018 | Published: 31 December 2004

About the author(s)

N. S. Terblanche, Department of Business Management, University of Stellenbosch, South Africa
C. Boshoff, Department of Business Management, University of Port Elizabeth, South Africa

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Abstract

Various developments continually pressurise retailers to find new and innovative ways to differentiate themselves from competitors and adapt to ever-changing and accelerating environmental circumstances. Positioning based on customers’ in-store shopping experience (ISE) offers retailers an alternative means of differentiation and is achieved by providing a superior in-store shopping experience. The ISE instrument that has been developed to measure customers’ in store shopping experience is used in this study to compare the in-store shopping experiences of customers of two diverse retailing environments (supermarkets versus clothing retailers) by assessing its impact on customer retention. A proposition is formulated and the findings reported. The implications of ISE and customer retention for retail managers are also dealt with.

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