The Relationship Between Retail Experience, Customer Satisfaction, and Behavioral Intention : Exploring the Consumer Shopping Behavior in Unorganized Retail Settings

The present research explored the dimensions of retail experience and customer satisfaction and measured the relationship between retail experience, customer satisfaction, and behavioral intention of unorganized retail store consumers in Jaipur city. The paper applied exploratory factor analysis on a sample of 504 respondents to condense a set of 57 unorganized retail stores' attributes into a list of six factors. Subsequently, a conceptual model depicting the relationships between retail experience, customer satisfaction, and behavioral intention was developed and analyzed through structural equation modeling. This research is a first of its kind that has been conducted on Indian unorganized retail setting covering issues of retail experience, customer satisfaction, and behavioral intention together in a single model. The research revealed that four factors: customer shopping motivation, sales associates, retail ambience, and product assortment had a significant impact on retail experience of unorganized shoppers. However, only product assortment and customized services/relationship had a significant positive influence on customer satisfaction. The results also showed a significant relationship between retail experience, customer satisfaction, and behavioral intention.