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This study explores the lived phenomenon of customer experience (CX) across the customer decision journey of two divergent segments of customers in a naturalistic environment. Specifically, the study focusses on understanding the similarities and differences with respect to—(a) dimensions of CX, (b) consequences of CX, (c) moderators of CX, and (d) situating CX in customer decision journey. The findings are in congruence with the various theories from cognitive psychology, environmental psychology, and economic geography. The findings contribute to existing research that is primarily focussed on conceptualizing and measuring CX by providing an in-depth analysis of its formation for these two customer segments. Managers can utilize the findings to identify these touchpoints that lead to relevant customer responses. In all, the propositions drawn from the study findings are assimilated in the theoretical framework that adds to the nascent research on CX and customer decision journey. [ABSTRACT FROM AUTHOR]

The purpose of this article is to identify and propose a theoretical framework that consists of the key touchpoints, consequences, and moderators of customer experience (CX hereafter). The proposed effects in our theoretical framework are that the retailer-controlled, as well as manufacturer-controlled touchpoints, are the key dimensions of CX. In turn, CX influences retail reputation, retail quality, customer satisfaction, and customer patronage. Since CX differs with subjective and contextual contingencies, we analyse the moderating effect of a socio-demographic level factor (i.e., gender), two shopping-related self-concepts (i.e., careful shopping and smart shopping) as well as a shopping-context related factor (i.e., hedonic goals). The findings confirm that the majority of our moderators do not have a strong effect on all the proposed relationships. This enables us to confirm the presence and absence of the confounding effects of subjective and contextual contingencies on CX. Our proposed framework provides empirically testable theoretical propositions for retail managers to enable them to better comprehend and enhance CX. [ABSTRACT FROM AUTHOR]