What term best describes a customer's feelings and attitudes towards retailers and their shopping experiences?

The term that best describes a customer's feelings and attitudes towards retailers and their shopping experiences is perception. This term encompasses how customers interpret and make sense of their interactions with a retailer, influenced by their experiences, expectations, and emotions. Perception goes beyond just the actions customers take (which would be considered behavior) or the specific comments they provide (feedback). It captures a more holistic view of the customer's overall response to the retail experience, influencing their loyalty and future buying decisions.

Mindset, while related, typically refers to a fixed mental attitude or disposition that may not fully capture the dynamic nature of how customers feel and think about retailers. This makes perception the more appropriate choice in this context.