Recently, experience has been emerged in service marketing literature. It becomes a common word and attracts much attention to business practitioners and scholars. In retailing, customer experience is proposed to be aggregated consequences of interaction between customers and retailers. Customer experience management requires retailers to build up creative and flexible business strategies to increase positive and memorable experience in every touch point with consumers. This research analyzes the antecedents of customer experience in hi-tech electronics retail stores which classified into six dimensions, namely brand image, social environment, merchandise, price and promotion, store atmosphere, and store personnel which have been proposed by recent studies. This research confirms the interdependent relationships of antecedents and their rank of priority, using a hybrid multiple criteria decision making methodology which is a combination of Decision Making Trial and Evaluation Laboratory and Analytic Network Process. Product quality is found to be the most important element, followed by product brand, price level, promotion, and review in an order. In addition, this research finds out the potential effectiveness of four popular retailing strategies in customer experience management. Based on evaluation of experience customers, the finding shows that product sampling and professional signage are two most efficient strategies for hi-tech electronics stores.

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