Purpose

This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and patronage literature to understand CX comprehensively.

Design/methodology/approach

The study gathered data from 470 respondents using mall intercept and snowball sampling. Data analysis employed partial least squares (PLS) modeling.

Findings

The results indicate that all the dimensions do not have the same effect on CX. Answering calls for future research, the results establish CX's nomological validity by showing its positive influence on retail reputation, retail quality and satisfaction. However, it does not directly affect patronage but has an indirect influence through retail quality and satisfaction. Also, the authors conclude that retail quality and satisfaction are consequences of CX and not previously conceptualized proxies for it.

Research limitations/implications

Conducting primary research with low-literate customers (LLCs) has its own set of limitations that give rise to further research directions. While acknowledging limitations, the study suggests avenues for future research by surveying LLCs with an objective questionnaire, contributing to limited empirical research in this segment.

Practical implications

The findings highlight the multidimensional nature of CX. In summary, this research paper provides insights into CX dimensions and outcomes for LLCs in organized retail. It contributes to marketing literature, assisting retailers in improving CX and driving patronage across customer segments.

Originality/value

The paper contributes to marketing literature by studying LLCs, testing a comprehensive CX model, confirming antecedents in retail patronage and exploring reciprocal relationships in retailing.

中文翻译：

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低文化客户体验：实证探索

目的

本研究论文探讨了有组织的零售环境中文化程度较低的客户的客户体验 (CX)。它整合了客户素养、客户体验和惠顾文献的理论，以全面理解客户体验。

设计/方法论/途径

该研究使用商场拦截和滚雪球抽样方法收集了 470 名受访者的数据。数据分析采用偏最小二乘（PLS）建模。

发现

结果表明，所有维度对 CX 的影响并不相同。为了响应未来研究的号召，研究结果通过展示 CX 对零售声誉、零售质量和满意度的积极影响，确立了 CX 的法理有效性。然而，它并不直接影响顾客，而是通过零售质量和满意度产生间接影响。此外，作者得出的结论是，零售质量和满意度是 CX 的结果，而不是之前概念化的代表。

研究局限性/影响

与低文化客户 (LLC) 进行初步研究有其自身的一系列局限性，从而产生了进一步的研究方向。在承认局限性的同时，该研究通过客观的问卷调查有限责任公司，为未来的研究提出了途径，为该领域有限的实证研究做出了贡献。

实际影响

研究结果凸显了客户体验的多维性质。总之，本研究论文提供了有关有组织零售中有限责任公司的客户体验维度和结果的见解。它为营销文献做出了贡献，帮助零售商改善客户体验并推动跨客户群的光顾。

原创性/价值

本文通过研究有限责任公司、测试全面的客户体验模型、确认零售顾客的前因以及探索零售业的互惠关系，为营销文献做出了贡献。