Customer experience is a broad and multi-dimensional phenomenon, which currently divides academic scholars in terms of constructs and measurement. This study aims to examine some acceptable yet under-measured customer experience constructs already developed. The comparative exploration of the physical store and online store firm-controlled touchpoints seeks to identify differences or similarities in customers’ perceived affective response, which can help firms improve their current touchpoint design. Set in a business-to-customer context in the Philippines during a Covid-19 community quarantine, a total sample of 338 respondents evaluated their recent interaction during the purchase stage. A causal-comparative exploratory research design was utilized using linear and moderated regression and showed that both physical and online store touch points significantly influence customers’ positive discrete emotions. However, positive discrete emotions elicited during an online store interaction are higher than in a physical store. It also revealed that the moderating effect of individual context is insignificant.
Triviño, J.B. (2023). The Effect of Firm-Controlled Store Type Touchpoints on Customer’s Discrete Emotions: An Exploratory Study on Physical Store & Online Store. Philippine Academy of Management E-Journal, 6(1), 53-67.