Factors to enhance consumer experience and repatronage intention at flagship Phuc Long store in Ho Chi Minh city

Abstract

This study aims to assess physical and virtual touchpoints as determinants of customer experiences with regard to customer satisfaction and intentions to revisit Phuc Long stores. It examines in-store customer journey to enhance customer purchasing through staff interaction, interaction with other customers, merchandise variety, shop atmosphere, value experienced and the repatronage intention. Questionnaires were distributed to 430 young people in Ho Chi Minh City who had visited Phuc Long stores. The data was put to the test by the authors using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to find and examine the intricate connections between latent variables in a multivariate model. The results indicated a positive correlation between the customer in-shop experience factors and the shopping trip value experienced, which in turn facilitated the relationship with repatronage intention, in retail stores in an expanding market. The implications and limitations of the study are also discussed.