• M. Annaji Sarma
• Dr. M.S.Bhat

Fashion and clothing retail industry in India has made a rapid pace due to growth in the organized retail sector. Retailers like shoppers stop, lifestyle continuously integrate designing, promotion as well as administration and vast knowledge of the fashion world and offer better customer experience to their customers to gain competitive advantage. One important factor that makes or breaks the reputation and success of a store is the overall customer experience. Therefore, the present study aims at exploring relevant in-store factors that impact on customer experience. The results of the study indicated that physical evidence, store staff and customer service are the factors which influence overall customer experience.

Apparel, store, experience, customer

"Role of In-store Factors on Customer Experience: A Case of selected Apparel Stores in major metros", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 10, page no.86-93, October-2019, Available :http://www.jetir.org/papers/JETIR1907O15.pdf

"Role of In-store Factors on Customer Experience: A Case of selected Apparel Stores in major metros", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 10, page no. pp86-93, October-2019, Available at : http://www.jetir.org/papers/JETIR1907O15.pdf