Customer experience is one of the most fundamental concepts in marketing literature which resultsin hedonic & memorial experience for customers. In-store experienceis an important phenomenon that increasingly attracts the professional marketing experts and academics around the world and can use them as a distinctive tool in the stores. The methodology of this study is based on descriptive and mixed method. The qualitative part of this study which was based on phenomenological method began with protocol design on the basis of systematic studies & then through eighteen individual deep interviews. With multiple purposive sampling professional shoppers were selected and then three types of coding include open coding, axial coding and selective coding in ATLAS.ti software are used to determine the themes and categories. In quantitative part of this study, 298 shoppers were selected randomly and standardized questionnaires were distributed among them. Lisrel software was used for data analysis. The results convey that antecedents of in-store experiences have a positive relationship with consequences.
