Conceptualizing a Model for Situational Factors Impacting Customer Experience on Anticipated Emotions

Abstract: This conceptual study aims to explore the situational factors impacting customer experience on anticipated emotions in decision-making, and a framework for the same in Phygital retail context is proposed. This study uses the extant literature to confirm or debunk the relationship between situational factors impacting customer experience on anticipated emotions within the context of the Phygital retail sector. The article presents a new conceptualization on relationship between situational factors and customer experience that includes five dimensions of customer experience (cognitive, affective, sensory, social and behavioral) on anticipated emotions in the Phygital retail sector. The study further points out that all customer experiences dimensions evaluated by consumer during their encounters with the product by the firms have a significant impact on the anticipated emotions. This helps practitioners to focus on the significant situational factors that create favorable experiences for customers for enhanced offerings to create positive experiences. Keywords: Customer Experience, Situational Factors, Emotions, Anticipated Emotions, Conceptual Framework