Background: Retail competition grows increasingly and managers has already moved beyond product focus to concentrate on enhancing customer experience and sense management in order to maintain competitiveness in a volatile market. Therefore, present research aims to provide a model to explain ethical, environmental and design factors influencing in-store experiences as predictors of customer loyalty with respect to roles played by situational and consumer moderators.
Method: This research is an applied, descriptive-correlational study. The statistical population consisted of all customers of Refah chain stores in Urmia metropolis among them 385 people were selected using simple random sampling technique. Research instrument was a researcher-made questionnaire and hypotheses were tested using inferential statistics (partial least squares structural equation modeling (PLS-SEM)), SPSS Version 24 and SMART PLS. 
Results: Ethical, environmental and design factors explained 65.9% of in-store experience variance with ethical and design factors had respectively the highest and lowest effects; situational and consumer moderating factors increased the influence of ethical, environmental and design factors on in-store experiences. Also the indirect effects of ethical, environmental and design factors on positive word-of-mouth and revisit intention via in-store experience were significant.
Conclusion: Ethical, environmental and design factors can influence in-store experience as a key predictor of customer loyalty and situational and consumer variables play moderating roles in this relation.