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Article
Publication date: 17 June 2021

Charles Dokcen, Vincent Obedgiu and Gideon Nkurunziza

The purpose of the study is to establish the mediating role of Perceived Service Quality on the relationship between Retail Atmospherics and Retail Store Patronage of…

Abstract

Purpose

The purpose of the study is to establish the mediating role of Perceived Service Quality on the relationship between Retail Atmospherics and Retail Store Patronage of Supermarkets in Emerging Economies using empirical evidence from Uganda.

Design/methodology/approach

The study used a cross-sectional research design and quantitative approach to understand stand the structured reality of Retail Store Patronage of supermarkets in context of emerging economies. In the context of this study, the data were drawn from Uganda's supermarkets. A sample of 1,504 customers were selected from 136,270 customers. Data was collected from supermarket customers using closed ended questionnaire. Descriptive and inferential statistics were derived to describe the behavior of customers and draw conclusions on population using sample statistics. Correlation analysis was used to establish the degree of association between the variables. Hierarchical regression was applied to assess the unique contribution of each variable; control variables-income and age, predictor variables – Retail Atmospherics and Perceived Service Quality on dependent variable – Retail Store Patronage. Mediation was done following the four-step procedures of mediation of Baron and Kenny (1986).

Findings

The results revealed significant positive relationship between Retail Atmospherics, Perceived Service Quality and Retail Store Patronage, confirming the direct hypotheses. Perceived Service Quality partially mediated the relationship between Retail Atmospherics and Retail Store Patronage. The findings depict that Retail Store Patronage is influenced directly by Retail Atmospherics and indirectly through Perceived Service Quality as a mediating variable. However, in situations where the atmospherics is good but perceived service quality is poor, Retail Store Patronage may not be fully realized.

Originality/value

The study provides information that is relevant for filling the practical and theoretical gap in the Retail Store Patronage in Ugandan supermarkets. Previous research studies investigated patronage behavior of shoppers in single retail units yet there is paucity of research on patronage behavior across different retail formats in the world. This study can be generalized and have strategic implications to developing economies that seek to grow and sustain their businesses. It points to the gaps that are normally overlooked and could lead business failure. The focus of most previous studies were on developed economies more especially Europe and America. This study in particular focused on the role of perceived service quality in the relationship between retail atmospherics and customer retail store patronage in emerging economies like Uganda as a testing ground.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 12 July 2011

SooCheong (Shawn) Jang, Yinghua Liu and Young Namkung

Given the rapid development of ethnic‐themed restaurants, this study aims to investigate how authentic atmospherics affects consumer emotions and behavioral intentions in…

Abstract

Purpose

Given the rapid development of ethnic‐themed restaurants, this study aims to investigate how authentic atmospherics affects consumer emotions and behavioral intentions in Chinese restaurants in the USA.

Design/methodology/approach

A total of 348 usable responses from full table service restaurants in the USA were obtained via self‐administered questionnaires. A proposed model was tested following Anderson and Gerbing's two‐step approach: a measurement model and a subsequent structural model.

Findings

Using a structural equation modeling technique, this study found that authentic atmospherics significantly influences consumers' positive and negative emotions, and both types of emotions acted as full mediators between authentic atmospherics and behavioral intentions. Subsequent regression analyses revealed that menu presentation, furnishings, and music were significant predictors of positive emotions whereas menu presentation and music significantly influenced negative emotions.

Research limitations/implications

The data were collected from only full table service restaurants. Therefore, generalizing the results for other segments of the restaurant industry may not be possible.

Practical implications

The findings have important implications for selecting and refining crucial elements of authentic atmospherics in order to enhance customers' favorable emotions, avoid unfavorable emotions, and ultimately heighten positive behavioral consequences.

Originality/value

Different from previous studies on the general aspect of atmospherics, this study exclusively investigates the effect of authentic atmospherics on customer post‐dining behavioral intentions in Chinese restaurants, one of the most popular ethnic restaurant segments in the US foodservice market. This study could also provide directions for improving the perceived authenticity of restaurant atmospherics.

Details

International Journal of Contemporary Hospitality Management, vol. 23 no. 5
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 18 May 2012

Jooyeon Ha and SooCheong (Shawn) Jang

This study aims to identify how the perception of atmospherics in an ethnic restaurant setting influences customers' perceptions of service quality and food quality, as…

Abstract

Purpose

This study aims to identify how the perception of atmospherics in an ethnic restaurant setting influences customers' perceptions of service quality and food quality, as well as the extent to which perceptions of quality mediate the relationship between perception of atmospherics and customer behavioral intentions.

Design/methodology/approach

This study conducted structural equation modeling (SEM) to test the mediating effects of quality perception, and also performed multiple regression analyses to identify the influences of specific environmental factors on quality perception and behavioral intentions.

Findings

Perceived quality regarding services and foods had a partially mediating effect. Further, the indirect effect of perceived atmospherics on behavioral intentions through perceived quality was greater than the direct effect.

Research limitations/implications

This study emphasized the important role of atmospherics on quality perception to induce favorable behavioral intentions, suggesting that atmospherics could enhance or attenuate customers' perceived quality.

Practical implications

The environment may encourage customers to perceive service and food quality correctly, or even more positively, regardless of the actual quality level. In this respect, restaurateurs should increase their efforts to provide a better environment, which will encourage customers to evaluate the quality of services or foods more highly.

Originality/value

This study extended the existing literature by postulating the direct impact of perceived atmospherics on customers' behaviors by proposing that quality perceptions act as a link between atmospherics and behavioral intentions.

Details

Journal of Services Marketing, vol. 26 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 13 November 2018

Leonidas Hatzithomas, Panagiotis Gkorezis, Athina Y. Zotou and George Tsourvakas

This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which…

Abstract

Purpose

This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both perceived positive emotions evoked by atmospherics and attitude toward the brand.

Design/methodology/approach

To test the research hypotheses, 314 Greek moviegoers were drafted to participate in a survey. Data were analysed using confirmatory factor analysis (AMOS) and the SPSS macro (PROCESS tool). The model was applied to motion pictures, as they provide a particularly good example of short life-cycle products.

Findings

Findings indicate that atmospherics are related to WOM about the brand through perceived emotions evoked by atmospherics and, in turn, attitude toward the brand.

Research limitations/implications

The present study extends the relevant literature by providing both direct and indirect links between atmospherics and WOM about a brand.

Practical implications

The model of the present study could be applied to other short life-cycle products that share key characteristics with motion pictures. Moreover, the present study increases movie producers and exhibitors’ understanding of the effects of theatre atmospherics on WOM about the movie and leads to practical suggestions and implications.

Originality/value

WOM is one of the key variables that can affect the profitability of short life-cycle products. To date, there was no evidence that atmospherics can influence WOM about a short life-cycle product.

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 7 November 2008

Jeremy Noad and Beth Rogers

The purpose of this paper is to demonstrate how an industrial retailer used a small‐scale study to explore the importance of retail atmospherics in non‐consumer retailing…

Abstract

Purpose

The purpose of this paper is to demonstrate how an industrial retailer used a small‐scale study to explore the importance of retail atmospherics in non‐consumer retailing and made a considerable contribution to its success. It focuses on the importance of interior and point of purchase retail atmospherics as a sales tool in industrial retailing. It also explores the relevance of previous research findings on atmospherics in business‐to‐consumer (B2C) retail outlets to the business‐to‐business (B2B) environment.

Design/methodology/approach

The research was carried out using a quantitative questionnaire method using closed questions in a face‐to‐face interaction with respondents in the case study company's best‐performing B2B retail outlet.

Findings

The findings indicate that atmospherics are relevant to B2B retailing, although there are differences in the levels of importance attached to various atmospheric elements. Also, the level of importance of the elements varies with trade customers depending on whether they are participating in a planned purchase, an alternative/substitute purchase (when the planned purchase is not possible), or an impulse purchase.

Originality/value

Consumer retailing atmospherics has been subject to considerable examination and proved to be influential in maximising the potential sales of stores. However, industrial (B2B) retailing has been generally overlooked by academic studies. This study not only explores industrial retail buying, but indicates that B2C findings are transferable to some degree and may contribute to improved performance.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 12
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 9 July 2021

Rajat Kumar Behera, Pradip Kumar Bala, Sai Vijay Tata and Nripendra P. Rana

The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates…

Abstract

Purpose

The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates differently with diversified items and services, but influencing retail atmospheric on personalised shoppers, the perception remains the same across industries. Retail atmospherics stimuli such as design, smell and others create behavioural modifications. The purpose of this study is to explore the atmospheric effects on brick-and-mortar store performance and personalised shopper's behaviour using cognitive computing based in-store analytics in the context of emerging market.

Design/methodology/approach

The data are collected from 35 shoppers of a brick-and-mortar retailer through questionnaire survey and analysed using quantitative method.

Findings

The result of the analysis reveals month-on-month growth in footfall count (46%), conversation rate (21%), units per transaction (27%), average order value (23%), dwell time (11%), purchase intention (29%), emotional experience (40%) and a month-on-month decline in remorse (20%). The retailers need to focus on three control gates of shopper behaviour: entry, browsing and exit. Attention should be paid to the cognitive computing solution to judge the influence of retail atmospherics on store performance and behaviour of personalised shoppers. Retail atmospherics create the right experience for individual shoppers and forceful use of it has an adverse impact.

Originality/value

The paper focuses on strategic decisions of retailers, the tactical value of personalised shoppers and empirically identifies the retail atmospherics effect on brick-and-mortar store performance and personalised shopper behaviour.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 14 September 2015

Hyeonsoo Kim, Yun Jung Choi and Yuri Lee

The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their…

Abstract

Purpose

The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact on consumer attitude toward the site and brand, which is essential to build valid strategies for e-retailing.

Design/methodology/approach

An empirical study was conducted and quantitative analyses of 292 respondents’ shopping experiences yielded findings that confirm the impact of atmospherics upon the shopper’s views of the web site and the brand. Structural equation modeling was used to test the research hypotheses.

Findings

Both low task-relevant atmospherics (web site design, responsive customer service) and high task-relevant atmospherics (product information, convenience) affect the consumers’ revisit intentions toward the web site, while web site design directly affected brand attitude. The study also illustrates the mediating roles of product information and convenience to the relationships between web site design and responsive customer service and the consumers’ revisit intentions toward the site.

Practical implications

This study provides insights for luxury e-tailing. Luxury e-tailers should understand the different effects depending upon the types of web atmospheric qualities and use them strategically.

Originality/value

The main contribution of the study is to highlight the unique aspects of luxury online shopping in the Korean context. This study also contributes to e-commerce research by providing an expanded understanding of the interrelationship between types of web atmospheric qualities.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 5 February 2018

Fon Sim Ong, Kok Wei Khong, Ken Kyid Yeoh, Osman Syuhaily and Othman Mohd. Nor

The purpose of this paper is to examine the effects of atmospherics and affective state on shoppers’ in-store behaviour using the two approaches in structural equation…

Abstract

Purpose

The purpose of this paper is to examine the effects of atmospherics and affective state on shoppers’ in-store behaviour using the two approaches in structural equation modelling (SEM), i.e. Frequentist and Bayesian approaches. Shoppers’ affective state was tested for its mediating effect on in-store shopping behaviour.

Design/methodology/approach

The final sample consists of 382 respondents who were drawn from shoppers at selected apparel stores in six of the most popular shopping malls around Kuala Lumpur (Malaysia). A frequentist approach to SEM is common among researchers and offers generally an analysis of the relationships between multiple latent variables and constructs. Alternatively, the Bayesian SEM (BSEM) approach stems from the diffusion of the model’s posterior distributions using the Markov Chain Monte Carlo technique. More specifically, this technique is inherently more flexible and substantive in determining parameter estimates as compared to the more conventional, the frequentist approach to SEM.

Findings

The results show the mixed effects of atmospheric cues in retail setting on shoppers’ affective state. More specifically, the positive direct effect of atmospheric cues (music) on in-store behaviour was confirmed while other atmospheric cues (colour and store layout) were found to be fully mediated by affective state. The Bayesian approach was able to offer more distinctive results complementing the frequentist approach.

Research limitations/implications

Although the current sample size is adequate, it will be interesting to examine how a bigger sample size and different antecedents of in-store behaviour in retailing can affect the comparison between the frequentist approach in SEM and BSEM.

Practical implications

The authors found that a combination of well-designed store atmospherics and layout store can produce pleasurable effects on shoppers resulting in positive affective state. This study found that results from both frequentist and Bayesian approaches complement each other and it may be beneficial for future studies to utilise both approaches in SEM.

Originality/value

This paper met the aim to compare the approaches in SEM and the need to consider both approaches on in-store shopping environment. Overall, the authors contend that the Bayesian approach to SEM is a potentially viable alternative to frequentist SEM, especially when studies are conducted under dynamic conditions such as apparel retailing.

Details

Industrial Management & Data Systems, vol. 118 no. 1
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 1 February 2011

Hamida Skandrani, Norchène Ben Dahmane Mouelhi and Faten Malek

This paper aims to better understand the effect of store atmospherics on the employees' cognitive, affective and physiological responses. It tries to build on store…

Abstract

Purpose

This paper aims to better understand the effect of store atmospherics on the employees' cognitive, affective and physiological responses. It tries to build on store atmospherics literature to gain more insights on how these store atmospherics – often handled to produce positive outcomes among consumers – affect employees' attitudinal and behavioural reactions.

Design/methodology/approach

This study adopted an explanatory approach. In‐depth interviews were conducted with 13 employees working in internationally reputed clothing stores. A content analysis was carried out.

Findings

The study reveals that employees could adopt avoidance behaviours because of the environmental factors. Specifically, it suggests that the lack of variation in the musical program, incongruence of music genre – salespersons musical preferences, long exposure to the same rhythms, task complexity, crowding, might affect the employees' attitudinal and behavioural responses. In addition, the relationships between the sales force team are found to influence employees' reactions.

Research limitations/implications

Because of the complexity of the subject matter and the research approach adopted, the study findings may lack generalisability. Further studies are required to test the suggested framework in different service settings.

Practical implications

The study finding stresses the need that in an attempt to produce positive reactions from consumer, clothing stores managers should also devote attention to employees' responses to store atmospherics as they might inhibit the quality of the service delivery process.

Originality/value

This paper fulfils a recognized call to thoroughly understand the impact of store atmospherics on employees' reactions in services marketing. The study enlarges the scope of store atmospherics research in marketing to encompass not only the consumer's reactions but also the employee's ones.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 1
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 3 June 2014

Syuhaily Osman, Fon Sim Ong, Md Nor Othman and Kok Wei Khong

The purpose of this paper is to examine the influence of atmospherics on in-store behaviour among Malay Muslim shoppers in Malaysia. The effect of age on shopping…

Abstract

Purpose

The purpose of this paper is to examine the influence of atmospherics on in-store behaviour among Malay Muslim shoppers in Malaysia. The effect of age on shopping behaviour is tested using two age groups: 18-25 years and 50 years or older.

Design/methodology/approach

Quantitative methodology was employed, using structural equation modelling for testing the hypotheses developed. Purposive sampling was applied.

Findings

Results of the present study show that positive perceptions of atmospherics exerted a positive influence on mood, which, in turn, affected in-store behaviour. Based on stimulus–organism–response theory, Muslim shoppers who were positive about the atmospherics tend to spend more time and money, and they exhibited intention to patronize the store again.

Originality/value

Although past studies suggest that Muslim consumers are different due to their Islamic way of life, guided by the Islamic principles, by controlling for country-specific influences such as socio-economic factors, the results of this study provide support that modern marketing concepts are as relevant for the Muslim market as they are relevant for other market segments. Using the Mehrabian–Russell framework, Malay Muslims are found to be influenced by store atmospherics which, in turn, affect their in-store shopping behaviour. When comparing younger and older Muslims, results show no evidence of significant differences between these two age groups.

Details

Journal of Islamic Marketing, vol. 5 no. 2
Type: Research Article
ISSN: 1759-0833

Keywords

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