Purpose The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda. Design/methodology/approach The paper is based on a thorough review of 69 full-text articles, 12 books and one published dissertation related to customer experience. Findings The review describes the relevance of experiential perspective, service experience and customer experience to attract, delight and retain customers. Customer experience is regarded as a holistic interactive process, facilitated through cognitive and emotional clues, moderated by customer and contextual characteristics, resulting into unique and pleasurable/un-pleasurable memories. The study provides a deeper understanding of the concept and research issues for customer experience. Research limitations/implications It provides important insights into the emergence, development, management and measurement of customer experience-related issues for future research. Practical implications Customer experience needs to be considered and managed as a holistic strategic process for creating customer value, differentiation, customer satisfaction, loyalty and competitive advantage. Originality/value The study contributes to the understanding of customer experience and research agenda based on a thorough review of literature spanning 25 years.

Purpose -This study aims at developing a reliable and valid measure of retail customer experience. Design/methodology/approach -Scientific scale development process has been followed. Survey methodology was used to collect data. The results are tested for reliability and validity using Confirmatory Factor Analysis. Findings -The study conceptualizes retail customer experience as a reliable and valid multidimensional construct, explained in four dimensions: leisure, joy, distinctive and mood. Research limitations/implications -It was confined to only "brick and mortar" personal lifestyle retail stores. Mediating and moderating effects of contextual variables and the influence of antecedents have not been studied. It provides insights into the "delivered" retail customer experience as perceived by the shoppers for future research. Practical implications -The scale can be used to measure the experiential responses of retail customers and provide directions for retailing strategies. Originality/value -The study presents psychometrically valid scale to measure retail customer experience scale.

PurposeThe purpose of this review is to examine the influence of music on consumption experience and explore the relationships between musical variables and consumer responses in the context of retailing.Design/methodology/approachThe paper is based on the review of studies conducted over last 30 years, empirical and conceptual, dealing with a large number of music‐related variables and their impact on various dimensions of consumption experience.FindingsThe studies report that music influences consumption experience at cognitive, emotional, and behavioural levels, specifically with regard to attitudes and perceptions, time and money spend, and moods and feelings, in retail experience. The influence of music is moderated by customer and store profiles, purchase timings, and other ambience factors.Research limitations/implicationsThe study provides important insights into critical issues related to influence of music, for future research.Practical implicationsThe research brings out important issues for designing musical environment in the retail stores to influence shopping experience and consumer responses.Originality/valueBased on a critical review of important studies, the present paper proposes a framework to understand the effect of music on consumption experience in retail stores.

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Emotions play a key role in shaping the experience of a customer in a retail store in all the successive stages of shopping leading to pleasurable moments. A positive retail customer experience contributes to retail performance in terms of duration of stay, satisfaction, increased sale, store image, loyalty, and many other beneficial responses for the retailer. The present study is focused on the emotional determinants of retail customer experience. The study is grounded in the theories of emotional satisfaction and builds on the earlier work done in this area. This study is based on a survey of customers adopting mall intercept technique. It is found that the emotional determinants of retail customer experience are grouped into nine factors ranging from staff, personalization, ambience, and aesthetics to its window shopping appeal. They can be suitable managed by using carefully selected retail elements. The present study contributes significantly in providing an insight into the factors leading to emotional experience of customers in the retail store and brings out important implications for retailers in terms of creating positive retail customer experience.