International Journal of Retail & Distribution Management

Customer experience quality and demographic variables (age, gender, education

level, and family income) in retail stores
Pankaj Deshwal
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IJRDM
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Received 10 March 2016
Revised 9 April 2016
12 April 2016
8 June 2016
10 June 2016
Accepted 4 July 2016
International Journal of Retail &
Distribution Management
Vol. 44 No. 9, 2016
pp. 940-955
© Emerald Group Publishing Limited
0959-0552
DOI 10.1108/IJRDM-03-2016-0031
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0959-0552.htm
Customer experience quality and
demographic variables
(age, gender, education level, and
family income) in retail stores
Pankaj Deshwal
Division of Management, Netaji Subhas Institute of Technology,
New Delhi, India
Abstract
Purpose – The purpose of this paper is to focus on ascertaining whether and how groups based on
demographic variables (age, gender, education level, and family income) differs for dimensions of
customer experience quality in the Indian retail store context.
Design/methodology/approach – A 23 items instrument was distributed to retail store customers.
Demographic variables were age, gender, education level, and family income. Finally, the analysis was
performed on 346 responses. ANOVA test was performed to find out the significant difference between
the groups based on demographic variables with respect to components of customer experience quality
in the Indian retail store context.
Findings – Analysis revealed that some categories of demographic variables differ with respect to
dimensions of customer experience quality in the Indian retail store context.
Originality/value – Authors believe that this is the first study, which applies EXQ model in India
retail context.
Keywords EXQ, Customer experience, Satisfaction, Service experience, Analysis, Retail store
Paper type Research paper
1. Introduction
Schmitt (1999) introduced the idea that consumers can be viewed as both emotional and
rational decision makers. This idea led to a number of studies being conducted in order
to determine the experience of customers in different industries. In the context of the
retail industry, modern retailing has become synonymous with providing customers
more control, choice, convenience, and with a memorable experience (Ubeja and Bedia,
2012). With the rise in emphasis on customer experience, retailers have realised that
they must differentiate their offerings/services. One way by which they can achieve
this is by providing the consumers with positive experiences (Gilmore and Pine, 2002).
However, it is still unknown whether or how customer demographic variables (age,
gender, education level, and family income) differently evaluate the dimensions of
customer experience quality.
India’s retail sector amounts to the fifth largest in the world (Kaul et al., 2010).
This sector has witnessed a rapid growth in the past few years. Retail industry makes
about 22 per cent of India’s GDP and is considered as one of the major pillars of the
Indian economy (Sikka and Singh, 2014). 9.4 per cent of the Indian population is
employed in the retail and logistic sector (Sikka and Singh, 2014). It is estimated
that by 2020 the Indian retail industry is going to increase to around $400 billion
(Sikka and Singh, 2014).
The industry is expected to grow at a rate of about 25 per cent annually. The whole
concept of shopping has witnessed a drastic change not only in terms of consumer’s
 buying behaviour but also in terms of the format of buying (Madan and Kumari, 2012). Customer
The entry of the foreign direct investment is one of the recent change in the retail experience
sector. “The Indian retail industry has experienced high growth over the last decade
with a noticeable shift towards organised retailing formats. The industry is moving
quality
towards a modern concept of retailing. The size of India’s retail market was estimated
at US$ 435 billion in 2010. India’s retail market is expected to grow at 7% over the next
10 years, reaching a size of US$ 850 billion by 2020. Organized retail is expected to 941
grow at 25% and reach a size of US$ 200 billion by 2020” (FICCI, 2016). Brick and
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mortar retailers have some distinctive advantages over online retailers. Some
advantages are:
The “touch and feel” factor. There are customers who would want to touch, feel, or
experience the product before buying it. Pleasant interiors, friendly customer service staff,
in-store web-based facilities (product browsing kiosk, automated checkouts, etc.), free home
delivery and attractive offers & discounts are some value added services that can give
customers a feel-good factor about store visits. Exclusivity is another area, which physical
retailers leverage. There is a certain segment of customers, who prefer premium, niche or
exclusive products and services. They prefer to buy a product and a brand or experience a
service only from a store, they have a trust on (Kabra, 2015).
Therefore, the need arises to analyse the customers’ experiences in the context of brick
and mortar retail stores. The customer experience quality (EXQ) scale has been
considered for this study (Klaus and Maklan, 2012). Klaus and Maklan developed this
scale and applied it to the banking sector after which tested it across four sectors, i.e. fuel,
service station, mortgages, and luxury goods (Klaus and Maklan, 2011, 2012). These
studies were conducted in the UK. Further, customer experience quality scale (EXQ),
were tested and validated in Indian retail stores context by Deshwal and Krishna (2016).
Some prior researchers focused on ascertaining the effect of age on customer
evaluations of store atmospherics ( Joyce and Lambert, 1996). Yildirim et al. (2015)
focused on ascertaining the effect of age, gender, and education level on store
atmospheric attributes. Although, differences among many demographic variables
such as “gender, education level, family income, family size, family life cycle, religion,
race, nationality, and occupation”, are to be examined in a different context (Mitchell,
1998; Aylott and Mitchell, 1999, 2014, 2015).
The relationship between demographic variables and experience quality dimensions
is not tested so far. Therefore, to fill up this gap, this study examines the differences in
preference of customer experience quality dimensions (peace of mind, moment of truth,
outcome focus, and product experience) by customer age, gender and education level,
and family income in the Indian retail store context. Researcher answers to following
research questions:

RQ1. Whether or how do groups based on gender differently evaluate the

dimensions of customer experience quality in the Indian retail store context?
RQ2. Whether or how do groups based on age differently evaluate the dimensions
of customer experience quality in the Indian retail store context?
RQ3. Whether or how do groups based on education level differently evaluate the
dimensions of customer experience quality in the Indian retail store context?
RQ4. Whether or how do groups based on family income differently evaluate the
dimensions of customer experience quality in the Indian retail store context?
 IJRDM Based on above mentioned research questions, researcher formulate following
44,9 objectives of this study:
(1) to ascertain whether or how groups based on gender differently evaluate the
dimensions of customer experience quality in the Indian retail store context;
(2) to ascertain whether or how groups based on age differently evaluate the
942 dimensions of customer experience quality in the Indian retail store context;
(3) to ascertain whether or how groups based on education level differently
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evaluate the dimensions of customer experience quality in the Indian retail store
context; and
(4) to ascertain whether or how groups based on family income differently evaluate
the dimensions of customer experience quality in the Indian retail store context.
Further, theoretical background of customer experience, customer experience quality
scale, and research hypothesises are discussed. After that, methodology, conclusions,
and suggestions are presented. Finally, we discuss limitations and future research.

2. Theoretical background
2.1 Customer experience quality
The origin of service experience can be traced to economics, psychology, social
psychology, management, and marketing. Therefore, existing researches on service
experience are somewhat imploded and lacks a universally accepted conceptualization
of the concept (Holbrook, 2006).
Holbrook and Hirschman (1982) coined fantasies, feelings, and fun variable of the
emotional component of consumption experience. Pine and Gilmore (1998) revealed that
organisations should provide dramatic experience to customers, alike to a theatre
presentation. Many studies showed the significance of emotional experience in consumer
behaviour (Dennis et al., 2013; Klaus and Maklan, 2012; Kozinets et al., 2002). Existing
literature of customer experience acknowledged the significance of both customer
cognition and emotion ( Jüttner et al., 2013; Edvardsson, 2005; Schembri, 2006).
All touch points are imbibed with customer experience confronts throughout the
service delivery process ( Jüttner et al., 2013) that comprise pre- and post-purchase
incidents, besides past service processes, and their impact on further experience
creation (Meyer and Schwager, 2007; Zomerdijk and Voss, 2010). Hence, customer
experience emerges as a holistic form, which is not limited to the service and the service
experience (Klaus and Maklan, 2012), and should focus on emotional, physical,
intellectual, or even spiritual components (Gentile et al., 2007). “As a holistic concept,
EXQ is most useful when operationalized in concrete frameworks that fit within the
specific context of service (Bagdare and Jain, 2013; Grewal et al., 2009; Lemke et al.,
2011; Palmer, 2010; Payne et al., 2008; Verhoef et al., 2009)” (Lin and Bennett, 2014).
Verhoef et al. (2009) revealed that components of retail customer experience can
comprise social environment, service interface, retail atmosphere, assortment, price and
promotions, and loyalty programmes. The Same year, Grewal et al. (2009) revealed
promotion, price, merchandise, supply chain, and location as main components for
displaying retailer customer experience. Further, Klaus and Maklan (2012) developed
EXQ model that has been tested in the banking sector, four sectors, i.e. fuel, service
station, mortgages, and luxury goods, and Indian retail stores context (Deshwal and
Krishna, 2016). However, the relationship between demographic variables (age, gender,
 education level, family income) and experience quality dimensions has not given Customer
attention so far. Therefore, to fill up this gap, this study examines the differences in experience
preference of customer experience quality dimensions (peace of mind, moment of truth,
outcome focus, and product experience) by customer age, gender and education level,
quality
and family income in the Indian retail store context.

2.2 Customer experience quality scale 943

Customer experience involves the experience of receiving a service or a product. This
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includes the experiences that precede the service/product encounter and continues even
after the service or product delivery has been completed (Berry et al., 2002). Studies
indicate that a conceptual difference exists between service quality and consumer
experience (Klaus and Maklan, 2011; Kim and Choi, 2013). Customer experience’s scope
is wider than service quality as it involves feelings and emotions that are not measured
while measuring service quality. In this study, we have used the four constructs to
study the different experiences of customers of brick and mortar retail stores with
varying demographic profile (Klaus and Maklan, 2011). These are:
(1) Product experience: this construct emphasises the need for the customer to
perceive that he/she may select and compare from a variety of different offerings
(Lin and Bennett, 2014). It is also made of product experience dimensions, which
play an important role in creating customer experience (Bui and Kemp, 2013).
(2) Outcome focus: this dimension deals with the goal-oriented experiences in a
customer’s behaviour (Zazia, 2012; Huffman and Houston, 1993). In addition, it
is associated with decreasing the consumers’ transaction costs by finding better
and cheaper suppliers.
(3) Moments-of-truth: this construct deals with service and the recovery of service.
It also involves the flexibility of service providers, who may or may not show
flexibility in dealing with customers for complicated matters (Liljander and
Strandvik, 1993). This dimension is affected by the service providers’ behaviour on
the current and future decisions made by the customer when he/she faces problems
( Jong and Ruyter, 2007). This dimension also is influenced by the interpersonal
skills of service providers along with the consumer’s perception of the risk
he/she might face while dealing with these service providers offerings (Lin and
Bennett, 2014).
(4) Peace of mind: this dimension is influenced by the customer’s assessment of his/
her interactions with the service provider not only before the start of service but
also after the service has been completed. This dimension is strongly influenced
by the emotional aspects of the service. This dimension also evaluates the
emotional benefits that customers may enjoy based on their service providers’
perceived expertise (Bendapudi and Berry, 1997).

2.3 Research hypotheses

As the previous studies clearly reveal, components of customer experience quality have
positive effects on customer satisfaction (Klaus and Maklan, 2011, 2013; Khan et al., 2015;
Deshwal and Krishna, 2016). Caruana (2002) posited customer experience as an
antecedent of customer satisfaction and brand loyalty. Some researchers postulated the
significant influence of customer experience on brand loyalty through customer
 IJRDM satisfaction (Klaus and Maklan, 2013). Although, little attention has been given to
44,9 examining whether or how groups based on gender differently evaluate the dimensions
of customer experience quality in the Indian retail store context. Hence, it stands to
reason how different demographic variables discern components of customer experience
quality, whether these differences are statistically vital. Therefore, present research will
examine the relationship between demographic variables and components of EXQ scale
944 in the Indian retail store context.
Previous studies have scarcely used age as a variable to ascertain how categories
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based on age differently evaluate the dimensions of customer experience quality. An

age of a person can be measured through various ways (Moschis, 1994). The distance
from birth or number of years lived can be used to ascertain the age of a person. The
other way of ascertaining age is to calculate biological age, sociological, and
psychological age.
Some researchers concentrated on psychological aging. For instance, Holbrook and
Schindler (1994) revealed that an age-related peak leads in aesthetic preferences for
visual and auditory experiences. Yildirim (2005) revealed the effect on the perception of
space by age. Garg et al. (2014) revealed the significant difference among age categories
on customer experience dimensions in Indian banking context. All above-given
researchers showed the age categories behaves differently on customer experience
dimensions. In the presence of above reviews, researcher posits following hypotheses to
smooth contrast with the results of such existing researchers and to examine whether
output differ based on age categories:
H1. Differences in age will affect how customers experience peace of mind during
their retail store stay.
H2. Differences in age will affect how customers experience moments-of-truth
during their retail store stay.
H3. Differences in age will affect how customers experience outcome focus during
their retail store stay.
H4. Differences in age will affect how customers experience product experience
during their retail store stay.
Customer segmentation has been performed mainly based on gender. Gender
researchers have to give credit to social and biological variables for the differences in
male and female (Putrevu, 2001). It has been widely accepted that men and women
experience customer experiences differently (McGovern, 2013).
Female’s satisfaction depends on his initial negative emotions and men’s satisfaction
depends on his initial positive emotions (Dube and Morgan (1996). Apart from other
demographical variables (profession, educational background, age), gender has also
major influence shopping behaviour and motivations (Dholakia, 1999). Some other
relevant studies posit the differences in thinking and behaviour of men and women
based on their role in the society (Yildirim et al., 2011; Hidayetoglu et al., 2012).
Therefore, researcher posits following hypotheses:
H5. Differences in gender will affect how customers experience peace of mind
during their retail store stay.
H6. Differences in gender will affect how customers experience moments-of-truth
during their retail store stay.
 H7. Differences in gender will affect how customers experience outcome focus Customer
during their retail store stay. experience
H8. Differences in gender will affect how customers experience product experience quality
during their retail store stay.
There is a scarcity of research, which examined education as an independent variable
in examining customer service experience quality components (Yildirim et al., 2015). 945
Thus, education level effect on the perceptions customer experience quality has not
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been precisely examined. The research developed following hypothesises:

H9. Differences in education level will affect how customers experience peace of
mind during their retail store stay.
H10. Differences in education level will affect how customers experience moments-
of-truth during their retail store stay.
H11. Differences in education level will affect how customers experience outcome
focus during their retail store stay.
H12. Differences in education level will affect how customers experience product
experience during their retail store stay.
Some prior researchers revealed significant impact and some revealed the insignificant
impact of family income on service experience context (Grace and O’Cass, 2005;
Knutson et al., 2009; Walter et al., 2010):
H13. Differences in family income will affect how customers experience peace of
mind during their retail store stay.
H14. Differences in family income will affect how customers experience moments-
of-truth during their retail store stay.
H15. Differences in family income will affect how customers experience outcome
focus during their retail store stay.
H16. Differences in family income will affect how customers experience product
experience during their retail store stay.

3. Methodology
3.1 Frame of respondents
This study was conducted in retail stores located in the New Delhi capital of India.
Participants were selected from among the retail store customers. A 23 items EXQ
instrument with four demographic variables instrument was distributed to retail store
customers. Finally, the analysis was run on 346 responses. All responses were taken
personally using a hard copy of the questionnaire. The convenient sampling technique
was followed for collecting responses. The data were taken from Big Bazaar and Vishal
Mega mart retail stores customers situated in the New Delhi, India.

3.2 Questionnaire design

Based on the hypotheses given above, four components of customer experience quality
were measured via a EXQ scale questionnaire consisting of multiple-choice items. The
reliability and validity of this scale were ascertained in previous studies (Klaus and
Maklan, 2012; Deshwal and Krishna, 2016). The instrument was pilot-tested by
 IJRDM 34 customers in the context of retail stores and was later re-casted and purified. The
44,9 survey examined four components: first, peace of mind, second, outcome focus, third,
moments-of-truth, fourth, product experience. Table I exhibits the scale items.

3.3 Data collection

All queries and difficulties of the instrument were addressed at the time of filling up the
946 instrument. Respondents took approximately 15-20-minutes to fill up the questionnaire.
The responses were collected over a four-month period from July to October 2015.
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Customers were responded about their experience with retail stores. The researcher
followed five-point Likert scale (1 ¼ strongly disagree, 5 ¼ strongly agree) to get

POEMEAN MOTMEAN OTFMEAN PREMEAN

Gender
Male Mean 3.6717 3.5539 3.6030 3.5985
SD 0.65885 0.65616 0.60925 0.59386
Female Mean 3.7551 3.6552 3.6768 3.5552
SD 0.67324 0.67892 0.73065 0.69451
Total Mean 3.7153 3.6069 3.6416 3.5759
SD 0.66676 0.66912 0.67553 0.64790
Age
Below 25 Mean 3.5433 3.4600 3.3700 3.3550
SD 0.83558 0.82338 0.83794 0.78586
25-50 Mean 3.6730 3.5709 3.5633 3.5491
SD 0.58220 0.62591 0.60907 0.63186
50 and above Mean 3.8261 3.7014 3.8297 3.6866
SD 0.67539 0.64627 0.63504 0.58965
Total Mean 3.7153 3.6069 3.6416 3.5759
SD 0.66676 0.66912 0.67553 0.64790
Education level
HSC or below Mean 3.4853 3.2588 3.4706 3.1838
SD 0.67091 0.73942 0.81130 0.84904
Graduation Mean 3.6658 3.5670 3.5359 3.4987
SD 0.67607 0.63983 0.65792 0.59941
Masters Mean 3.8535 3.7629 3.8488 3.8004
SD 0.62743 0.65288 0.61388 0.57909
Total Mean 3.7153 3.6069 3.6416 3.5759
SD 0.66676 0.66912 0.67553 0.64790
Family Income
o40,000 Mean 3.4958 3.3899 3.3861 3.3165
SD 0.70961 0.74620 0.80244 0.67784
40,000-80,000 Mean 3.7205 3.5954 3.6173 3.5519
SD 0.64473 0.62081 0.63733 0.64226
W80,000 Mean 3.8370 3.7431 3.8120 3.7482
SD 0.63383 0.63614 0.57903 0.58355
Total Mean 3.7153 3.6069 3.6416 3.5759
Table I. SD 0.66676 0.66912 0.67553 0.64790
Demographic Notes: POEMEAN, peace of mind mean; MOTMEAN, moment of truth mean; OTFMEAN, outcome
statistics focus mean; PREMEAN, product experience mean
 responses from the customers. Authors examined whether or how groups based on Customer
demographic variables differently evaluate the dimensions of customer experience experience
quality in the Indian retail store context. ANOVA test was performed to ascertain the
significant difference between the categories of demographic variables with respect to
quality
EXQ dimensions. The analysis was run using SPSS 22.0 software.

947
4. Results
Cronbach’s α test was performed to the internal consistency of the customer experience
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quality dimensions items, as presented in Table II. The coefficient hence observed for
the set of 19 EXQ items was 0.915. The Cronbach’s α value of all variables was above
0.700 that represents the acceptable value of reliability. The peace of mind, moments-of-
truth, outcome focus and product experience subscales of the EXQ all had high
reliabilities. Hence, EXQ scales may be examined reliable (Figure 1).

4.1 Customer preferences

Responses were examined regarding EXQ items, namely, peace of mind, moments-of-
truth, outcome focus, and product experience. A further step, after examining
reliability, means, the standard deviation of items, was to ascertain how demographic
variables of the participants are related to customer experience quality dimensions.
Four demographic variables such as gender, age, education level, and family income
were taken in this study. One-way ANOVA test was considered following Lee et al.
(2008) study. This analysis was done on 346 responses of the respondents. Tables III-VI

Dimension Scale
Customer experience quality variables reliability reliability

Peace of mind 0.856 0.915

I have confidence in this store’s expertise
The completely shopping process in this store was easy
This store will look after my needs for a long time
I buy from this store because I have bought from them in the past
I have bought from this store before so getting what I needed was easy
This retail store’s staff advises me voluntarily/ independently
Moments-of-truth 0.816
This store was flexible in dealing with me and they looked out for my needs
This retail store keeps me up to date with their offers
This is a safe and reputable retail store
This store’s staffs are well skilled
The store dealt with me correctly when things went wrong
Outcome focus 0.773
Staying with this store makes the purchasing process much easier
The retail store gives me what I need quickly
I prefer this retail store to an alternative store
This store’s staff can relate to my situation
Product experience 0.719
I have to choose between different options in this store
I would prefer to receive offers from to just this retail store Table II.
I compare different offers/products offered by this retail store Reliability analysis
I have one designated contact at this store of EXQ variables
 IJRDM Frequency Percentage

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948

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Factor Sum of squares df Mean square F Sig.

Peace of mind
Between groups 3.910 1 3.910 3.944 0.048
Within groups 341.090 344 0.992
Total 345.000 345
Moments-of-truth
Between groups 0.426 1 0.426 0.425 0.515
Within groups 344.574 344 1.002
Total 345.000 345
Outcome focus
Between groups 0.279 1 0.279 0.278 0.598
Within groups 344.721 344 1.002
Total 345.000 345
Table III. Product experience
ANOVA results- Between groups 0.829 1 0.829 0.829 0.363
Gender and EXQ Within groups 344.171 344 1.000
dimensions Total 345.000 345

shows ANOVA results of demographic variables and EXQ dimensions in India retail
store context. Results of the ANOVA test revealed that some components of customer
experience quality significantly differ when we relate with the components of
demographic variables. Results of H1-H16 were obtained through this analysis.
As Table III presents, overall female customers experienced more peace of mind. With
regard to peace of mind, a statistically significant difference (Sig. o0.05 level) ascertained
between male and female customers. Specifically, female customers experienced peace of
mind more than male customers did. Male and female customers did not have significant
mean difference in moment of truth, outcome focus, and product experience dimensions.
The outputs of ANOVA for peace of mind, as shown in Table III, support H1. Further the
results for moment of truth, outcome focus, and product experience was not found
significant. Hence, H2-H4 were not supported.
 Factor Sum of squares df Mean square F Sig.
Customer
experience
Peace of mind quality
Between groups 4.109 2 2.054 2.067 0.128
Within groups 340.891 343 0.994
Total 345.000 345
Moments-of-truth 949
Between groups 1.945 2 0.973 0.973 0.379
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Within groups 343.055 343 1.000

Total 345.000 345
Outcome focus
Between groups 8.831 2 4.415 4.505 0.012
Within groups 336.169 343 0.980
Total 345.000 345
Product experience
Between groups 2.475 2 1.237 1.239 0.291 Table IV.
Within groups 342.525 343 0.999 ANOVA results-Age
Total 345.000 345 and EXQ dimensions

Factor Sum of squares df Mean square F Sig.

Peace of mind
Between groups 10.889 2 5.444 5.589 0.004
Within groups 334.111 343 0.974
Total 345.000 345
Moments-of-truth
Between groups 0.979 2 0.489 0.488 0.614
Within groups 344.021 343 1.003
Total 345.000 345
Outcome focus
Between groups 7.714 2 3.857 3.922 0.021
Within groups 337.286 343 0.983
Total 345.000 345
Product experience Table V.
Between groups 17.032 2 8.516 8.906 0.000 ANOVA results-
Within groups 327.968 343 0.956 Education Level
Total 345.000 345 EXQ dimensions

A significant difference was found in the means of age categories with respect to
outcome focus, which is one dimension of customer experience quality. Post hoc test
revealed that mean of age category 50 and above was significantly different from the
means of age categories below 25 and 25-50. It was found that mean of 50 and above
category for the outcome focus dimension was 3.829. The mean of 25-50 categories was
3.563 and for below 25 categories was 3.543. It can be inferred that as age increased
people start concentrating on the outcomes. Means of other dimensions of customer
experience quality such as peace of mind, moments-of-truth, and product experience
were not found significantly different when compared among age categories. The
 IJRDM Sum of squares df Mean square F Sig.
44,9
Peace of mind
Between groups 8.463 2 4.232 4.313 0.014
Within groups 336.537 343 0.981
Total 345.000 345
950 Moments-of-truth
Between groups 4.077 2 2.038 2.051 0.130
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Within groups 340.923 343 0.994

Total 345.000 345
Outcome focus
Between groups 8.830 2 4.415 4.505 0.012
Within groups 336.170 343 0.980
Total 345.000 345
Table VI. Product experience
ANOVA results- Between groups 6.686 2 3.343 3.390 0.035
Family Income EXQ Within groups 338.314 343 0.986
dimensions Total 345.000 345

outputs of ANOVA for outcome focus, as shown in Table IV, support H7. Further the
results for peace of mind, moment of truth, and product experience was not found
significant. Hence, H5, H6, and H8 were not supported.
A significant difference was found in the means of education-level categories with
respect to three dimensions of customer experience quality such as peace of mind, outcome
focus, and product experience. No significant different was found in the means of age
categories of the moment of truth dimension of customer experience quality. In the peace of
mind dimension, a significant difference was found in the means of higher secondary or
below and masters. Hence, the results of ANOVA for peace of mind, outcome focus, and
product experience, as shown in Table V, support H9, H11, and H12. Further the results for
moment of truth was not found significant. Hence, H10 was not supported.
A significant difference was found in the means of family income categories with respect
to all four dimensions of customer experience quality such as peace of mind, a moment of
truth, product experience, and outcome focus. Therefore, peace of mind, outcome focus, and
product experience dimensions of customer experience quality support H13-H16.
Further post hoc test revealed that significant difference was found in following
family income categories of:
(1) peace of mind dimension:
• o 40,000 and 40,000-80,000
• o 40,000 and 80,000
No significant difference was found in the category of 40,000-80,000 and W80,000. Mean
value for W40,000, 40,000-80,000, and W80,000 was 3.495, 3.720, and 3.837, respectively.
(2) Outcome focus dimension:
• o 40,000 and 40,000-80,000
• o 40,000 and W 80,000
• W 80,000 and 40,000-80,000
 It is apparent that significant difference was found in all categories. Mean value for Customer
W 40,000, 40,000-80,000 and W 80,000 was 3.386, 3.617, and 3.812, respectively. experience
(3) Moment of truth dimension: quality
• o 40,000 and W 80,000
No significant difference was found in other two categories such as o 40,000 and
40,000-80,000, 80,000, and 40,000-80,000. Mean for W 40,000, 40,000-80,000, and
951
W 80,000, was 3.389, 3.595, and 3.743, respectively.
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(4) Product experience dimension:

• o 40,000 and 40,000-80,000
• o 40,000 and W 80,000
• W 80,000 and 40,000-80,000
It is apparent that significant difference was found in all categories. Mean for W 40,000,
40,000-80,000, and W 80,000, was 3.316, 3.551, and 3.748, respectively.

5. Conclusions and suggestions

5.1 Implications for theory and practice
The outputs of this research scientifically reveal the significant difference among the
age categories on the outcome focus dimension of customer experience quality in the
Indian retail stores context. The results statistically signify the difference among
education level on peace of mind, outcome focus and product experience dimensions.
Further, the findings display the significant difference among family income categories
on peace of mind, outcome focus and product experience dimensions. The results
support existing research findings.
Conclusions and suggestions reveal how differences in age, gender, education level,
and family income affects the customers experience dimensions (peace of mind,
moments-of-truth, outcome focus, and product experience) during their retail store stay.
With regard to peace of mind dimension, it appeared that more than 50 per cent of the
respondents experienced peace of mind during their stay at the retail store. Statistically, a
significant difference in experiencing peace of mind was ascertained in the categories of
education level and family income. Results reveal that as education level increases,
respondents experienced more peace of mind which implies that retail stores must ensure the
same to attract more educated customers to retail stores. Mean values of the family income
categories ascertain that customer prefers the peace of mind as their income increases. The
outputs are in line with existing researchers that revealed experiences to vary according to
income (Yuksel and Yuksel, 2002; Yildirim et al., 2007b; Liu and Jang, 2009).
Hence, retail store managers would consider this fact about peace of mind when
higher income-level customers are a target demographic.
With regard to moments-of-truth, it emerged that almost more than 50 per cent of the
respondents experienced peace of mind during their stay at the retail store. Statistically
significant difference in experiencing moment of truth was not ascertained in the
categories of demographic variables (age, gender, education level, and family income).
Thus, retail store managers can frame a similar strategy for all customers irrespective of
the demographic profile (age, gender, education level, and family income).
With regard to outcome focus, it appeared that more than 50 per cent of the
respondents experienced peace of mind during their stay at the retail store. Statistically,
 IJRDM significant difference in experiencing outcome focus was ascertained in the categories of
44,9 age, education level, and family income. The output shows that as age, education level,
and family income increases, respondents tends towards outcome focus, which implies
that retail stores must ensure the same to attract customers to retail stores. Mean values
of the age, education level, and family income categories ascertain that customer prefers
outcome focus as their income increases. This result corresponds with the results
952 obtained in previous studies (Yildirim et al., 2007b; Liu and Jang, 2009). Hence, retail store
managers would consider this fact about outcome focus experience when strategies are
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to make based on age, education level, and family income.

With regard to product experience, it unfolded that more than 50 per cent of the
respondents experienced product experience during their stay at the retail store.
Statistically, significant difference in experiencing product experience was ascertained
in the categories of education level and family income. Results reveal that as education
level increases, respondents experienced more peace of mind, which implies that retail
stores must ensure the same to attract more educated customers to retail stores.
Mean values of the family income categories ascertain that customer prefers product
experience as their income increases. The outputs are in line with existing researchers
that revealed experiences to vary according to income (Liu and Jang, 2009). Hence,
retail store managers would consider this fact about product experience when more
educated and higher income-level customers are a target demographic.
Owners/managers/designers who consider the results of this research will be able to
create a positive experience in the retail store so that customers feel amazed, stay for
long duration and visit frequently, accordingly significantly growing customer footfall.
From the perspective of retailers, genuinely blueprinted stores will create a positive
experience to customers.

5.2 Limitations and future research

This study requires being elucidated contemplating the limitations of the study design.
This research adopted cross-sectional survey. Future studies can cross-sectional
surveys with retail store databases to decrease such biases. Reported behaviour and
actual behaviour difference can be reduced retail store databases carrying behavioural
data. Future researchers may ascertain whether these study outputs hold true for
another context. Finally, such studies may be conducted at different places and
outcomes may be compared with this study, which will lead to further enhancement of
our overall understanding of the consumers of a retail store.
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Corresponding author
Pankaj Deshwal can be contacted at: pankajdeshwal@gmail.com

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