Citation:

Dejendran Rajendran. "Examining the Effect of Utilitarian Value on Customer Purchase Experience: Online Platform versus Brick and Mortar at Retail Outlets in Subang Jaya, Malaysia" International Research Journal of Economics and Management Studies, Vol. 3, No. 3, pp. 151-158, 2024.

Abstract:

In light of the COVID-19 pandemic, businesses are increasingly turning to online shopping as a means to expand their market reach while also maintaining a focus on brick-and-mortar (offline) shopping. This research examines the impact of utilitarian value on customers' purchase experience at a retail outlet in Subang Jaya, Selangor, considering both online and offline shopping channels. Additionally, the study aims to compare the differences in shopping behavior between online and offline customers and identify key drivers of customer experience in both contexts. Using exploratory research and a quantitative approach, data was collected from 250 respondents across different age groups who have access to the internet. The findings reveal that Immediate Possession significantly influences the purchase experience in both online and offline settings at the retail outlet in Subang Jaya, Selangor, indicating its importance as a key driver. The research provides valuable insights into the relationship between customer purchase experiences online and offline, suggesting that immediate possession invokes various value dimensions that collectively contribute to the overall customer experience. Future research should consider additional factors impacting customer purchase experiences, such as product quality, service reliability, and security trust. Moreover, the retail outlet management should explore multi-format utilization behaviors and address other factors affecting customer satisfaction and loyalty across different channels.

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Keywords:

Retail outlet, Subang Jaya, Selangor, online shopping, offline shopping, utilitarian value, purchase experience, customer behavior, immediate possession, multi-channel study.