Presenting a model regarding the in-store shopping experience of customers in hypermarkets in Tehran with a combined approach

This study aims to provide a model for in-store shopping experience of customers in hypermarkets. The research has identified the indicators and components of the studied concepts by applying the phenomenological method with the aim of developing the taxonomic model. This part of the study was carried out with the participation of eighteen regular and frequent customers of hyperstar and hypermerm hypermarkets in Tehran by purposive sampling. Evidence was collected by using the protocol and conducting the interview, and was analyzed by coding method and theoretical model. According to the results of seventeen sub-components: experience of interaction with people in the community, experience of interaction with friends and family members, experience of hedonistic value, experience of value-seeking value, experience of in-store feelings, escape experience, advertising experience, comfort experience, price experience, product experience, Learning experience, design experience, staff experience, visual experience, olfactory experience, auditory experience and tactile experience have been identified in the context of six main components of in-store customer experience: social experience, value experience, emotional experience, practical experience, intellectual experience and sensory experience. . Customer satisfaction with three components: satisfaction with the product, satisfaction with employees and services, and satisfaction with the organization of the store and the intention to return to the store with two components: the intention to buy in the future and the first place to search for goods.