International Journal of Marketing and Business Communication

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Convenience and Atmospherics as Predictors of Retail Customer Experience


Affiliations
1 International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, India
     

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Purpose: The purpose of this study is to find the impact of Convenience and Atmospherics on Retail Customer Experience (RCE) in new format stores in India.

Design/Methodology/Approach: Customers' responses were obtained using three scales to measure - Store Convenience, Store Atmospherics and Retail Customer Experience (RCE). The scales were tested for reliability and validity using EFA and CFA. A total of 676 valid responses were obtained through mall intercept survey. Data were analyzed using EFA and CFA, correlation, and SEM. T-test and ANOVA have been used to assess the influence of moderating variables - gender, age and income.

Findings: Retail Customer Experience is influenced significantly and positively by Store Convenienceand Store Atmospherics. It also reveals that convenience has a greater influence as compared to atmospherics.

Research Limitations/Implications: The constructs can be revalidated in cross sectional and cross cultural studies. Present study was confined to only "brick and mortar" retail stores. Relationships can also be examined in online shopping in future researches.

Practical Implications: The study provides important insights into determinants of convenience and atmospherics which can be used while designing effective retail strategies for enhancing retail performance.

Originality/Value: The present study contributes by establishing relationships and validating measures for store convenience, store atmospherics and retail customer experience.


Keywords

Retail Experience, Store Convenience, Store Atmospherics, Retailing.
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  • Convenience and Atmospherics as Predictors of Retail Customer Experience

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Authors

Shilpa Bagdare
International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, India

Abstract


Purpose: The purpose of this study is to find the impact of Convenience and Atmospherics on Retail Customer Experience (RCE) in new format stores in India.

Design/Methodology/Approach: Customers' responses were obtained using three scales to measure - Store Convenience, Store Atmospherics and Retail Customer Experience (RCE). The scales were tested for reliability and validity using EFA and CFA. A total of 676 valid responses were obtained through mall intercept survey. Data were analyzed using EFA and CFA, correlation, and SEM. T-test and ANOVA have been used to assess the influence of moderating variables - gender, age and income.

Findings: Retail Customer Experience is influenced significantly and positively by Store Convenienceand Store Atmospherics. It also reveals that convenience has a greater influence as compared to atmospherics.

Research Limitations/Implications: The constructs can be revalidated in cross sectional and cross cultural studies. Present study was confined to only "brick and mortar" retail stores. Relationships can also be examined in online shopping in future researches.

Practical Implications: The study provides important insights into determinants of convenience and atmospherics which can be used while designing effective retail strategies for enhancing retail performance.

Originality/Value: The present study contributes by establishing relationships and validating measures for store convenience, store atmospherics and retail customer experience.


Keywords


Retail Experience, Store Convenience, Store Atmospherics, Retailing.

References