Managing browsing experience in retail stores through perceived value: implications for retailers

Purpose – The objective of this paper is to examine the role of perceived value in managing browsing experience by focusing on its determinants and its consequences in terms of satisfaction and behavioral intentions. Design/methodology/approach – The data were collected through a survey of 470 browsers frequenting cosmetic stores. Structural equation modeling and ANOVA are applied to test hypothesis. Findings – The empirical study allowed testing the effect of situational factors (store atmosphere, accompanying, motivation, mood and time of visit) on browsing's perceived value. It has also contributed to identify value's sources which lead to browser's satisfaction and loyalty. Research limitations/implications – The limitation of this research concerns mainly results' generalization related to methodological issue. Practical implications – The conclusions offer managers the opportunity to learn more about browsers and how to establish a long‐term relationship with them. Originality/value – This paper brings new insights by considering browsing as a fully‐fledged experience from which the study of perceived value and satisfaction are of a great interest for retailers who aim to make browsers loyal consumers.