Original Research

The controllable elements of the total retail experience: A study of clothing shoppers

N. S. Terblanche, C. Boshoff
South African Journal of Economic and Management Sciences | Vol 6, No 1 | a3331 | DOI: https://doi.org/10.4102/sajems.v6i1.3331 | © 2019 N. S. Terblanche, C. Boshoff | This work is licensed under CC Attribution 4.0
Submitted: 31 July 2019 | Published: 31 March 2003

About the author(s)

N. S. Terblanche, Department of Business Management, University of Stellenbosch, South Africa
C. Boshoff, Department of Business Management, University of Port Elizabeth, South Africa

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Retail clothing stores continually have to adapt to marketplace demands to remain competitive. Customer retention has become a major objective for many clothing retailers. This study combines the management of a number of the controllable personal and non-personal elements that a customer are exposed to and interacts within a retail store, as part of the shopping experience. The data analysis procedures closely followed the guidelines for scale development suggested by Churchill (1979). The empirical results suggest that there are five dimensions considered important by consumers when assessing their satisfaction with a total retail experience in a clothing store. These are: merchandise value, internal store environment, personal interaction with staff, merchandise variety and complaint handling.


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