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Bagdare, Shilpa
- Convenience and Atmospherics as Predictors of Retail Customer Experience
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Authors
Affiliations
1 International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, IN
1 International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, IN
Source
International Journal of Marketing and Business Communication, Vol 3, No 2 (2014), Pagination: 9-16Abstract
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
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- Emotional Determinants of Retail Customer Experience
Abstract Views :221 |
PDF Views:0
Authors
Affiliations
1 International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, IN
1 International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, IN
Source
International Journal of Marketing and Business Communication, Vol 4, No 2 (2015), Pagination: 9-16Abstract
Emotions play a key role in shaping the experience of a customer in a retail store in all the successive stages of shopping leading to pleasurable moments. A positive retail customer experience contributes to retail performance in terms of duration of stay, satisfaction, increased sale, store image, loyalty, and many other beneficial responses for the retailer. The present study is focussed on the emotional determinants of retail customer experience. The study is grounded in the theories of emotional satisfaction and builds on the earlier work done in this area. This study is based on a survey of customers adopting mall intercept technique. It is found that the emotional determinants of retail customer experience are grouped into nine factors ranging from staff, personalisation, ambience, and aesthetics to its window shopping appeal. They can be suitable managed by using carefully selected retail elements. The present study contributes significantly in providing an insight into the factors leading to emotional experience of customers in the retail store and brings out important implications for retailers in terms of creating positive retail customer experience.Keywords
Emotions, Retail, Customer Experience, Shopping, Retail Environment.- Marketing Communications for Sustainable Consumption:A Conceptual Framework
Abstract Views :242 |
PDF Views:0
Authors
Affiliations
1 International Institute of Professional Studies Devi Ahilya University, Indore, Madhya Pradesh, IN
1 International Institute of Professional Studies Devi Ahilya University, Indore, Madhya Pradesh, IN
Source
International Journal of Marketing and Business Communication, Vol 7, No 4 (2018), Pagination: 45-49Abstract
Sustainability has become a global buzz word. Global business leaders are showing deep concerns about sustainable business practices in the light of growing emphasis on sustainable development. Consumers across the world are becoming gradually aware of the environmental impact of industrialization and realizing their role in contributing to the environment through responsible consumption of products. The companies adopting sustainability measures enjoy better credibility and image among all stakeholders including the consumers. Many business organizations are making efforts to create wider consumer awareness about consumption for sustainable development and sustainability marketing practices adopted by their organizations. Marketing communications techniques play a critical role in communicating with the consumers to influence their behaviour towards sustainable consumption. The present paper deals with analyzing marketing communication techniques adopted for promoting environment friendly or sustainable products and suggests a conceptual framework for communicating sustainability marketing practices adopted by business organizations.Keywords
Sustainability, Marketing Communications, Sustainable Development.References
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- Managing Customers’ Self in Retail
Abstract Views :93 |
PDF Views:0
Authors
Affiliations
1 Faculty - Marketing Area, International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, IN
1 Faculty - Marketing Area, International Institute of Professional Studies, Devi Ahilya University, Indore, Madhya Pradesh, IN
Source
International Journal of Marketing and Business Communication, Vol 10, No 3 (2021), Pagination: 20-29Abstract
The present study aims at conceptualising customers’ self as an important determinant of customer experience in retail. Customers are sensitive to the way they are treated in the store. Their interactions with sales staff at every stage influence their shopping experience, behaviour, and purchase decision. The manner in which a customer is attended to, treated, responded to, advised, and serviced, has a lasting impact on memory, satisfaction, and purchase behaviour. This phenomenon can be largely attributed to customers’ self – a characteristic that regulates the customers’ response towards retailer’s efforts in handling them in the stores. It is a multidimensional construct constituted by the elements of self-esteem, self-image, and self-concept. The present study is based on exploratory research, conceptualising customers’ self, and suggests a framework for its management in the retail context. It opens up new areas for research in customer psychology in retail. Retailers can manage the customers’ self in an appropriate manner and innovative ways to make their entire shopping experience pleasurable and memorable, through adequately trained employees in terms of their functional skills, social skills, and motivation levels, thereby enhancing sales performance. The study contributes by proposing conceptualisation and management of customers’ self in retailing.Keywords
Customers Self, Customer Experience, Retail Experience, Shopping Experience, Self-Concept, Employee Behaviour, Store StaffReferences
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