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Retail atmospherics in times of disruption: a PLS modeling approach of the role of emotions in a pharmacy environment

Evi Chatzopoulou (Department of Tourism Management, University of Patras, Patras, Greece)
Markos Marios Tsogas (Department of Business Administration, University of Piraeus, Piraeus, Greece)
Marina Kyriakou (Department of Business Administration, University of Piraeus, Piraeus, Greece)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 11 October 2021

Issue publication date: 18 February 2022

584

Abstract

Purpose

The purpose of this paper is to investigate the effect of atmospheric cues encountered in the complex retail environment of pharmacies and, in addition, to test the boundary conditions for the formation of experience-rich emotions. Following this rationale, the research succeeds to partially explain patronage decisions and behavior in pharmacies.

Design/methodology/approach

A quantitative methodology was used, using a structured questionnaire. Data were collected using a multistage sampling approach of days of the week and times of each day, seeking responses from customers exiting three, aesthetically diverse types of pharmacies in the wider area of Athens, Greece. Structural equation modeling techniques were used to test the measurement using SmartPLS3 statistical software.

Findings

The results primarily confirm the multidimensionality and complexity of atmospherics in pharmacies and the consequent effect on customers’ emotional state. Emotions, amplified by repeat visitation, have both a direct and a mediated effect on customer loyalty while emotional attachment acts as the mediator.

Originality/value

The recent elevation of pharmacies from a mere convenient shopping destination of mostly emergency goods to a shopping alternative for a wide variety of well-being goods and services, necessitates the shift of focus of research from the technical expertise of the pharmacist to the enabling dimensions of the retailing environment. The paper answers this need and test the boundary conditions for the development of experience-rich emotions in retailing. The proposed model indicates the significant impact of atmospherics in customer decision-making even in the complex setting of pharmacies.

Keywords

Citation

Chatzopoulou, E., Tsogas, M.M. and Kyriakou, M. (2022), "Retail atmospherics in times of disruption: a PLS modeling approach of the role of emotions in a pharmacy environment", International Journal of Retail & Distribution Management, Vol. 50 No. 2, pp. 158-182. https://doi.org/10.1108/IJRDM-04-2021-0208

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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