Convenience stores in the digital age: A focus on the customer experience and revisit intentions |
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| Institution: | 1. Robert Morris University, 6001 University Blvd, Moon Township, PA, 15108, USA;2. University of Wisconsin-Whitewater, 800 W Main St, Whitewater, WI, 53190, USA;3. Department of Tourism, Xiamen University, Xiamen, 361005, China;1. Department of Industrial Engineering and Management, National Taipei University of Technology, Taipei, Taiwan, ROC;2. Institute of Technology Management, National Tsing Hua University, Hsinchu, Taiwan, ROC;3. Department of Information Management, National Central University, Jhongli City, Taiwan, ROC;4. Institute of Technology Management, National Tsing Hua University, Hsinchu, Taiwan, ROC;1. Department of Management & Marketing, College of Business & Economics, Qatar University, Qatar;2. Marketing Department AUDENCIA Business School, 8, Route de La Jonelière, 44312, NANTES, France;3. CEGEDIM, Boulogne-Billancourt, France;1. NMIMS University, School of Business Management, V.L. Mehta Road, Vile Parle, Mumbai 400057, India;2. SVKM IIPS Mumbai, V.L. Mehta Road, Vile Parle, Mumbai 400057, India |
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| Abstract: | The digital age has posed challenges to the convenience store (c-store) industry regarding the types of technology investment required to compete in the digital world, and the c-store industry has experienced years of customer count declines. This research empirically examines what store stimuli are important to c-store consumers and how these factors affect the customer experience, satisfaction, and revisit intentions. The data were collected from 502 c-store consumers, and the covariance-based structural equation modeling technique was used to test the hypothesized associations. We found that hedonic customer experience mediates the association between store image, price, service quality, omnichannel, and customer satisfaction. Utilitarian customer experience mediates the association between store image, product assortment, price, and customer satisfaction. In addition, customer satisfaction has a positive effect on the revisit intentions. The findings of the research contribute to the theory building of customer experience of convenience stores. This research reveals that emphasizing hedonic experiences could be the answer to reversing the declining consumer trips in the convenience store industry. Theoretical and practical implications are discussed. |
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| Keywords: | Convenience stores Hedonic customer experience Revisit intentions Customer satisfaction Store image |
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