recognize the importance of past customer
experiences, store environments, service interfaces, and
store brands on future experiences. They define customer experience
carefully, considering it “holistic in nature and involve[ing]
the customer’s cognitive, affective, emotional, social and physical
responses to the retailer. This experience is created not only
by those factors that the retailer can control (e.g., service interface,
retail atmosphere, assortment, price), but also by factors
outside of the retailer’s control (e.g., influence of others, purpose
of shopping)”