Exploring the Influence of Personality Traits on Affective Customer Experiences in Retailing: Combination of Heart Rate Variability (HRV) and Self-report Measures

As a result of changes in customers’ shopping behaviors and corresponding increase omnichannel behavior (i.e., blend online offline channels), good customer experience (CX) is crucial for retailers’ success. Affective CX responses are especially impacting company’s marketing outcomes, such as high level future purchase intentions. Here, we hypothesize that customer’s affective significantly influenced by his or her personality traits. Based on this hypothesis, plan to collect physiological data (heart rate variability) self-report study CX. Specifically, will examine the relationship between traits, CX, channel choice findings, then formulate academic managerial implications.