International Journal of Engineering Research in Electronics and Communication Engineering

Analysis of Male and Female Consumers and Customer Experience Items in Retail Stores

Author : Pankaj Deshwal ¹

Date of Publication :20th December 2016

Abstract: TheseThis study confirms how male and female differently evaluate the Items of the consumer experience in the retail store context. Researcher adopted convenient sampling technique for this study. Gender was considered as the demographic variable in this study. The output of one-way ANOVA test was used to show differences. All Items were taken from prior literature. The output shows there is only one Item that is recovery experience where male and female shows differences in their views. The results show that respondents responded their experience with a retail store as positive. All result of the Items is above 3.5 value that shows above average feedback.

Reference :

1. Babin, B.J., Darden, W.R., Griffin, M., 1994. Work and/or fun: measuring hedonic and utilitarian shopping value. J. Consum. Res. 20 (4), 644–656.
2. Deshwal, P., Ranjan, V. and Mittal, G., 2014. College clinic service quality and patient satisfaction. International journal of health care quality assurance, 27(6), pp.519-530.
3. Gentile, C., Spiller, N., Noci, G., 2007. How to sustain the customer experience: An overview of experience components that co-create value with the customer. Eur. Manag. J. 25 (5), 395–410.
4. Holbrook, M.B., Hirschman, E.C., 1982. The experiential aspects of consumption: consumer fantasies, feelings and fun. J. Consum. Res. 9, 132–140.
5. Pine, J., Gilmore, J.H., 1999. The Experience Economy: Work is Theatre and Every Business a Stage. Harvard Business School Press, Boston. Schmitt, B., 1999. Experiential marketing. J. Mark. Manag. 15 (1–3), 53–67, service qualityâ€Ÿ, Journal of Marketing, vol. 60, pp. 31–46.
6. Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., Schlesinger, L. A., 2009. Customer experience creation: determinants dynamics and management strategies. J. Retail. 85 (1), 31–41.
7. Brakus, J.J., Schmitt, B.H., Zarantonello, L., 2009. Brand experience: what is it? How is it measured? Does it affect loyalty?. J. Mark. 73 (3), 52–68.