IMPACT OF RETAIL ATMOSPHERICS AND HUMAN-RELATED RETAIL FACTORS ON THE POSITIVE AND NEGATIVE SHOPPING ENGAGEMENT

PurposeThe 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/approachThe 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).FindingsThe 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/valueThe 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.

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Exploring international atmospherics

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-12-2017-0297 ◽

2019 ◽

Vol 47 (4) ◽

pp. 368-383 ◽

Cited By ~ 1

Author(s):

M. Paz Toldos ◽

Eva M. González ◽

Scott Motyka

Keyword(s):

Consumer Behavior ◽

Design Methodology ◽

Brand Image ◽

Retail Store ◽

Content Type ◽

Global Brand ◽

English Music ◽

English Speaking ◽

Retail Atmospherics ◽

Practical Implications

PurposePrevious research has demonstrated that, in retail settings, music has some of the largest effects on consumer behavior. However, it is still unknown how the language of the lyrics (native vs foreign) affects consumer behavior. In order to address this gap in retail atmospherics, the purpose of this paper is to examine the differential effects of the language of the lyrics of the music played and explain the interactions between the music language and volume.Design/methodology/approachThe data were obtained from a field study conducted in an apparel store and from 241 shoppers speaking Spanish as their native language. The study involved the manipulation of language of the lyrics of music played in the store (native vs foreign).FindingsResults indicate that customers in a non-English speaking country are more likely to make purchases when music is played in English, which fits with the store’s global image. This effect is mediated by time spent in the store.Practical implicationsFor managers of global apparel brands, the results suggest that English music may be a good option to increase time spent in the store and subsequent purchases. This is especially attractive as music is an atmospheric cue that can be easily modified at less expense than other atmospheric cues.Originality/valueThis work is the first to demonstrate that fitting the language of the lyrics of music in an international retail store to a global brand image affects consumer behavior. Furthermore, it demonstrates that atmospherics research may not directly transfer to non-English speaking countries.

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Future Research Directions in Sensory Marketing

Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-7998-2220-2.ch006 ◽

2020 ◽

pp. 133-155

Author(s):

Maher Georges Elmashhara ◽

Nada Elbishbishy

Keyword(s):

Consumer Behavior ◽

Crucial Role ◽

Shopping Behavior ◽

Future Research ◽

Research Directions ◽

Sensory Marketing ◽

Sensory Environment ◽

Future Research Directions ◽

Retail Atmospherics

Although retail atmospherics has been an active field of study, further research is needed to address the role that sensory marketing plays in the retailing sector. This chapter presents a review of previous research and discusses the effect of visual, sound, and olfactory atmospherics on shopping outcomes. The interaction among these variables and their common impact on consumer behavior is also explored. The chapter expands and enriches the literature on retail atmospherics and discusses future research avenues. Further research will help retailers pay attention to the crucial role of sensory environment in shaping the customer experience and shopping behavior.

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Internet Consumer Behavior

Encyclopedia of E-Business Development and Management in the Global Economy ◽

10.4018/978-1-61520-611-7.ch063 ◽

2010 ◽

pp. 647-654

Author(s):

Marie-Odile Richard ◽

Michel Laroche

Keyword(s):

Consumer Behavior ◽

Color Design ◽

Positive Attitudes ◽

Retail Atmospherics

This chapter develops the major components of web atmospherics (Richard, 2005). In retailing research, retail atmospherics (e.g., scents, color, design) are very important to the success of retailers. Similarly, Richard (2005) demonstrates that web atmospherics are important to the development of positive attitudes toward the website and the products it describes. In Figure 1, these are the shaded areas.

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