Brick-and-mortar shopping experience: a review and research agenda
(A2019-9341)

AUTHORS

Danielle Lecointre-Erickson, Groupe de recherche angevin en économie et management, GRANEM, UNIV Angers, Université Bretagne Loire; Bruno Daucé, Groupe de recherche angevin en économie et management, GRANEM, UNIV Angers, Université Bretagne Loire; Patrick Legohérel, University of Angers

KEYWORDS

Shopping experience; critical realism; customer journey

ABSTRACT

Shopping experience is an important contributing economic, social and commercial factor to local communities. Over the years, retailing research has attempted to define shopping experience, comprehend it, and measure it and its influence on consumer behavior and satisfaction. This paper proposes a narrative review of the retailing literature with the aim of refocusing on the dimensions of the concept in order to propose an alternative definition. The results of the review suggest that brick-and-mortar shopping experience can be characterized by three main dimensions. Furthermore, the review suggests that interdisciplinary methods and techniques, such as those used in information systems management, would allow for a richer analysis of the retail shopping shopping experience.