基于 S-O-R 的体验框架，衡量零售门店的客户满意度

The concept of “experience” has garnered increased attention in recent decades, as highlighted by researchers such as Becker and Jaakkola (2020) and Edvardsson et al. (2005). Pioneering work emphasizing the significance of experience in consumer behaviour was conducted by Hirschman and Holbrook in 1982. In the realm of marketing and retail services, the importance of customer experience has also been underscored by researchers such as Becker et al. (2020), Lemon and Verhoef (2016), Lipkin (2016), and Verhoef et al. (2009). Retail businesses have witnessed significant innovations aimed at providing customers with unique shopping experiences, often categorized as “hedonic” (Cachero-Martínez and Vázquez-Casielles, 2017) and “utilitarian” (Gentile et al., 2007; Longoni and Cian, 2022), across various retail settings.
正如 Becker 和 Jaakkola (2020) 以及 Edvardsson 等人等研究人员所强调的那样，“体验”的概念近几十年来受到了越来越多的关注。 （2005）。 Hirschman 和 Holbrook 于 1982 年进行了强调体验在消费者行为中的重要性的开创性工作。在营销和零售服务领域，Becker 等研究人员也强调了客户体验的重要性。 (2020)、Lemon 和 Verhoef (2016)、Lipkin (2016) 和 Verhoef 等人。 （2009）。零售企业见证了旨在为顾客提供独特购物体验的重大创新，通常被归类为“享乐型”（Cachero-Martínez 和 Vázquez-Casielles，2017 年）和“功利主义型”（Gentile 等人，2007 年；Longoni 和 Cian，2022 年） ，跨越各种零售环境。

Building upon this, Lipkin (2016) has established two primary customer experience classifications through a comprehensive analysis. The first classification pertains to the subjective and personal internal qualities of the customer experience, while the second focuses on event-specific contextual characteristics that emerge through dyadic interactions during service encounters. These classifications collectively emphasize that customer experience is the result of both the service and shopping experience. Consequently, researchers advocate that measuring in-store customer experience should encompass both service and shopping experiences to attain a more comprehensive and profound understanding (Lemon and Verhoef, 2016; Becker and Jaakkola, 2020; Davis and Hodges, 2012; Roozen and Katidis, 2019). This approach recognizes that various dimensions of customer experience act as stimuli, which play vital roles in assessing in-store service experience and in-store shopping experience separately, thereby shaping the overall in-store customer experience and influencing in-store satisfaction.
在此基础上，Lipkin（2016）通过综合分析建立了两个主要的客户体验分类。第一个分类涉及客户体验的主观和个人内在品质，而第二个分类则侧重于服务接触过程中通过二元交互而出现的特定事件的上下文特征。这些分类共同强调客户体验是服务和购物体验的结果。因此，研究人员主张衡量店内客户体验应涵盖服务和购物体验，以获得更全面、更深刻的理解（Lemon 和 Verhoef，2016 年；Becker 和 Jaakkola，2020 年；Davis 和 Hodges，2012 年；Roozen 和 Katidis，2019 年） ）。该方法认识到顾客体验的各个维度都充当刺激因素，分别在评估店内服务体验和店内购物体验方面发挥着至关重要的作用，从而塑造整体店内顾客体验并影响店内满意度。

Previous literature across various retail contexts has made significant contributions to our understanding of shopping experience through the impact of in-store stimuli (Koo and Kim, 2013), employee participation (Amin et al., 2021), consumer demographics (Dawson et al., 1990; Khan et al., 2020), and customer emotions (Terblanche, 2018) on various store outcomes, including loyalty, recommendations, and customer satisfaction. Notably, studies such as the one conducted by Cachero-Martínez and Vázquez-Casielles (2017) have delved into the roles of different customer experience dimensions, such as sensory experience, social experience, and pragmatic experience in enhancing shopping experience within the retail context.
先前跨越各种零售环境的文献通过店内刺激（Koo 和 Kim，2013）、员工参与（Amin 等，2021）、消费者人口统计（Dawson 等，2021）的影响，为我们理解购物体验做出了重大贡献。 ，1990；Khan 等人，2020），以及客户情绪（Terblanche，2018）对各种商店结果的影响，包括忠诚度、推荐和客户满意度。值得注意的是，诸如 Cachero-Martínez 和 Vázquez-Casielles（2017）进行的一项研究深入探讨了不同客户体验维度的作用，例如感官体验、社交体验和实用体验在增强零售环境中的购物体验方面的作用。

Nevertheless, limited knowledge exists regarding the distinct roles played by these elements in shaping in-store service and shopping experiences, which subsequently enhance customer experience and satisfaction, particularly in non-fuel retail store contexts. The latest discussions within experience research have also argued that customer experience is an outcome of both service and shopping experiences, which are distributed across various touchpoints and service interactions (De Keyser et al., 2020; Becker and Jaakkola, 2020). In light of this perspective, we contend that in-store customer experience should be viewed not merely as a component of either service or shopping experience but rather as an outcome shaped by both shopping and service experiences (Roozen and Katidis, 2019), significantly influencing overall in-store customer satisfaction. Consequently, this prompts the formulation of our initial research question:
然而，对于这些要素在塑造店内服务和购物体验方面所发挥的独特作用，人们的了解有限，从而增强了客户体验和满意度，特别是在非燃料零售店环境中。体验研究中的最新讨论还认为，客户体验是服务和购物体验的结果，它们分布在各种接触点和服务交互中（De Keyser 等人，2020；Becker 和 Jaakkola，2020）。从这个角度来看，我们认为店内客户体验不应仅仅被视为服务或购物体验的组成部分，而应被视为由购物和服务体验共同塑造的结果（Roozen 和 Katidis，2019），显着影响店内顾客的整体满意度。因此，这促使我们提出最初的研究问题：

How do different store customer experience dimensions (stimuli) help to shape the in-store service and shopping experience that would enhance overall in-store customer experience (organism), which subsequently enhances in-store customer satisfaction (response)?
不同的商店客户体验维度（刺激）如何帮助塑造店内服务和购物体验，从而增强整体店内客户体验（有机体），从而提高店内客户满意度（响应）？

Therefore, to answer this research question and address these gaps, this study aims to develop a stimulus-organism-response (S–O–R) based experiential framework for measuring in-store customer satisfaction by taking a case in point of non-fuel retail stores in Malaysia. Non-fuel retail stores are the stores that are located adjacent to fuel stations commonly known as tuckshops (McKinsey and Company, 2016). By taking the Stimulus, Organism, and Response (S–O–R) model as a lens for investigating the factors that drive customer experiences and satisfaction at non-fuel retail stores. This model offers a well-developed theoretical clarity and well-founded base to empirically identify the impact of certain factors on consumers’ decision-making (Cham et al., 2020). These factors are predominantly identified as specific stimuli in specific situations studied widely to understand how a diverse set of experience stimuli helps shape the consumers’ shopping and service experience which encompasses their total experience and satisfaction in retail.
因此，为了回答这个研究问题并弥补这些差距，本研究旨在开发一种基于刺激-有机体-反应（S-O-R）的体验框架，通过以非燃料为例来衡量店内客户满意度马来西亚的零售店。非燃油零售店是位于加油站附近的商店，通常称为小食店（McKinsey and Company，2016）。以刺激、有机体和反应 (S–O–R) 模型为视角，调查推动非燃料零售店客户体验和满意度的因素。该模型提供了完善的理论清晰度和坚实的基础，可以凭经验确定某些因素对消费者决策的影响（Cham 等人，2020）。这些因素主要被确定为特定情况下的特定刺激，经过广泛研究，以了解不同的体验刺激如何帮助塑造消费者的购物和服务体验，其中包括他们在零售中的总体体验和满意度。

Theoretically, the contributions of this study are as follows. First, this study has used qualitative insights to explore different customer experience dimensions as stimuli. Our findings (customer experience dimensions) are consistent with the past literature (Cachero-Martínez and Vázquez-Casielles, 2017). We have extended the discussion by arguing that these experience stimuli contribute specifically to developing and shaping the customers’ in-store shopping and in-store service experience positively or negatively. For instance, we argue that sensory experience, intellectual experience (design), and social experience contribute to developing a positive in-store shopping experience. While intellectual experience (employees) and pragmatic experience contribute explicitly to developing a positive in-store service experience.
从理论上讲，本研究的贡献如下。首先，本研究使用定性见解来探索不同的客户体验维度作为刺激。我们的研究结果（客户体验维度）与过去的文献一致（Cachero-Martínez 和 Vázquez-Casielles，2017）。我们扩展了讨论，认为这些体验刺激特别有助于积极或消极地发展和塑造顾客的店内购物和店内服务体验。例如，我们认为感官体验、智力体验（设计）和社交体验有助于发展积极的店内购物体验。而知识经验（员工）和务实经验明确有助于发展积极的店内服务体验。

Second, this study has proposed that in-store customer experience is an outcome of both shopping and service experience. Past studies have taken customer experience as a component of either in-store shopping experience or in-store service experience. Further, past literature has also advocated that both in-store service vs. shopping experience have been often mixed up in the literature with no clear differentiation (Roozen and Katidis, 2019). This study has extended the line of discussion by clearly differentiating between these two taxonomies and arguing that customer experience is not a component of either of these but is an outcome of both in-store service and shopping experience. Third, we have empirically investigated the importance of these stimuli and organism, which results in a favourable response in the form of in-store customer satisfaction. Finally, we have provided practical insights for the non-fuel retail managers to generate a unique and memorable customer experience by identifying and implementing the successive stimuli that gauge the customer’s attention to spend more time in the non-fuel retail. Therefore, it is vital for non-fuel retail stores to re-think and re-design their service-oriented strategies to create a superior in-store customer experience that will generate better in-store customer satisfaction.
其次，本研究提出店内客户体验是购物体验和服务体验的结果。过去的研究将客户体验视为店内购物体验或店内服务体验的组成部分。此外，过去的文献还主张，文献中经常将店内服务与购物体验混为一谈，没有明确的区别（Roozen 和 Katidis，2019）。这项研究通过明确区分这两种分类法并认为客户体验不是这两种分类法的组成部分，而是店内服务和购物体验的结果，扩展了讨论范围。第三，我们实证研究了这些刺激和有机体的重要性，从而以店内客户满意度的形式产生了良好的反应。最后，我们为非燃料零售经理提供了实用的见解，通过识别和实施连续的刺激措施来衡量客户在非燃料零售上花费更多时间的注意力，从而产生独特且难忘的客户体验。因此，非燃油零售店必须重新思考和设计其以服务为导向的策略，以创造卓越的店内客户体验，从而产生更好的店内客户满意度。

The paper is structured as follows. First, theoretical background and concept development have been illustrated. Second, a section describing the qualitative study (methods and analysis) has been explained. Third, a section of quantitative study (hypotheses development, methods, and analysis) has been elucidated. Fourth, we provide a section comprising of discussion of findings, implications, and detailed agenda for future research to conclude the manuscript.
本文的结构如下。首先，阐述了理论背景和概念发展。其次，解释了描述定性研究（方法和分析）的部分。第三，阐明了定量研究的一部分（假设发展、方法和分析）。第四，我们提供了一个部分，其中包括对研究结果、影响和未来研究的详细议程的讨论，以结束手稿。