The Impact of Customer Sensory and Intellectual Experiences on Customer Purchase Intention and Customer Store Engagement
The aim of this study is to identify the effects of customer experience (sensory and intellectual experience) on customer outcomes (customer purchase intention and customer store engagement). The sample of the study consisted of 438 customers of stores specialized in food selling. Data were gathered using a questionnaire developed based on prior related works. The results pointed out that customer sensory and intellectual experiences had significant effects on customer purchase intention and customer store engagement. However, the results indicated that the effect of customer sensory experience on customer store engagement was higher than the effect of customer intellectual experience on the same dependent variable, while the effect of customer intellectual experience on customer purchase intention was greater than the effect of customer sensory experience on the same dependent variable. It was concluded that good customer experiences result in good customer outcomes. Therefore, stores seek to increase customer store engagement should pay a great attention to customer sensory experience while stores seek to enhance customer purchase intention should consider customer intellectual experience.