This study is an attempt to examine the impact of customers' service experience on their emotions and loyalty in the context of brick-and-mortar retail shopping. It has conceptualized the retail service experience based on the theory of 'Service Experience as Theoretical Drama'(SETD) proposed by Grove, Fisk, and Bitner (1992). Based on the SETD theory, this study has defined the physical environment as 'theatre,' employees as 'actors,' and customers as 'audiences.' A total of 293 online data sample was used for the study. The results have shown that all the three dimensions of service experience (interaction with the physical environment, interaction with the that staff, and interaction with the customer) have a positive impact on customer emotions and loyalty. The study findings can benefit the retail managers in delivering memorable customer experiences. © 2019 SCMS Group of Educational Institutions. All rights reserved.