Journal of value creating in Business Management

Model analysis of factors affecting customer experience in the implementation of Generation 4.0 retail

Document Type : Original Article (Quantified)

Authors

morteza aalami 1
abdolah noami 2
farzaneh bigzadeh Abbasi 1
eskandar abdolahi 3

1 Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran.

2 Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran

3 Department of Mathematics, Kerman.C., Islamic Azad University, Tehran, Iran.

https://doi.org/10.22034/jvcbm.2025.552615.1644
Abstract
The aim of this research is to analyze the model of factors affecting customer experience in implementing Generation 4.0 retail. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population includes customers of the Etaka chain store, and the sample size was determined by using the Cochran formula to 384 people, and the simple random sampling method was used. The data collection tool was a researcher-made questionnaire, whose validity was confirmed by experts and its reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses and fit the conceptual model, structural equation modeling was used with AMOS software. The fit indices including CFI, GFI, IFI, and RMSEA were within acceptable limits, indicating the appropriate fit of the model. The research findings showed that technological progress and value creation have a significant impact on customer experience. Also, human and organizational factors play an effective role in implementing Generation 4.0 retail. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. The results indicate that intelligent use of new technologies, empowering human resources, and creating appropriate organizational infrastructure are essential prerequisites for achieving positive customer experience and sustainability in modern retail environments.

Keywords

Customer experience
retail
technological advancement
customer-centric culture
technological infrastructure

Subjects

  • Receive Date 11 August 2025
  • Revise Date 25 September 2025
  • Accept Date 01 November 2025

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