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This research aims to shed light on the complex interplay between in-store retail technologies, shopping experience, and store image in the context of fashion retail outlets. The SOR (Stimulus-Organism-Response) based Bitner’s model has been selected as the theoretical foundation of the present study. A total number of 245 customers from retail fashion outlets of Jammu & Kashmir and Delhi regions of India were sampled using convenience sampling. The hypotheses were tested using the technique of Structural Equation Modelling. Findings indicate that in-store retail technology positively influences customers’ experience (cognitive, affective, social, relative advantage component), which in turn positively impacts store image. The construct ‘customer experience’ was found to significantly mediate the relationship between ‘in-store technology’ and ‘store image’. Using Bitner’s model as theoretical foundation, the findings of the study provide useful insight that in-store technology is a crucial determinant for building a better store image through enhanced customer experience, which could be seen as a significant contribution to the extant literature.
Sharma et al. (Wed,) studied this question.