Unveiling the moderating effect of cultural context on sustainability practices in retail: A mediation model of customer experience

Abstract

This study examines the combined impact of technological advancements, omnichannel integration, sustainability initiatives, and employee engagement on customer experience and loyalty, with a particular focus on cross-cultural variations. Using data from diverse retail environments, a quantitative analysis explores the interplay of these factors, incorporating cross-cultural perspectives to identify differences in customer responses. The findings highlight the crucial role of technology, omnichannel strategies, sustainable practices, and workforce engagement in enhancing customer experience, which in turn strengthens customer loyalty. Cultural differences moderate these relationships, providing valuable insights for tailoring retail strategies to different demographic segments. The study underscores the need for an integrated, culturally adaptive approach to optimizing customer satisfaction and loyalty by emphasizing the synergistic effects of key retail dynamics. These insights enable retailers to design targeted, culturally responsive strategies that enhance customer experience and foster long-term loyalty. Additionally, the findings provide a foundation for future research on customer-centric retail innovations, reinforcing the importance of a holistic, adaptive framework in an evolving retail landscape.