The influence of store atmospherics on customers’ satisfaction at selected South African retail outlets
-
DOIhttp://dx.doi.org/10.21511/im.17(1).2021.03
-
Article InfoVolume 17 2021, Issue #1, pp. 26-39
- Cited by
- 2037 Views
-
2084 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
In the retail environment, customers are stimulated by the look and feel of a store and how it is laid out. Certain store elements create an atmosphere that attracts customers to certain outlets as their preferred shopping destination. Therefore, retailers need to ensure the customers’ shopping experience is enjoyable. This study aimed to examine the influence of atmospheric store elements on the factors that influence customers` satisfaction. A quantitative, cross-sectional, descriptive study was conducted in four retail outlets in Cape Town, South Africa, with data collected through a structured questionnaire distributed to the outlets’ customers. A systematic random sample of 388 responses was achieved. The information collected was analyzed using relevant descriptive and inferential statistics. Although small, positive correlations were found between the independent variables (cleanliness, lighting, music, floor adverts, employee efficient service, employee appearance) and the dependent variables (positive image of store, pleasant mood, time spent in store, intention to revisit store). As such, the study highlighted the importance of store atmospherics to the factors that encourage customers` satisfaction. Since little research has been done into store atmospherics in the South African context of grocery stores, this study has contributed new knowledge in this field.
- Keywords
-
JEL Classification (Paper profile tab)L81, M31
-
References68
-
Tables7
-
Figures2
-
- Figure 1. Conceptual framework
- Figure 2. Revised conceptual model
-
- Table 1. Sample size breakdown
- Table 2. Questionnaire derivation
- Table 3. Response rate results
- Table 4. Profile of respondents’ demographics
- Table 5. Factor analysis and Cronbach’s alpha coefficient
- Table 6. Descriptive statistics
- Table 7. Correlation analysis
-
- Akram, U., Hui, P., Khan, M. K., Hashim, M., & Rasheed, S. (2016). Impact of Store Atmosphere on Impulse Buying Behavior: Moderating Effect of Demographic Variables. International Journal of u- and e- Service, Science and Technology, 9(7), 43-60.
- Arokiasamy, A. A. (2013). The impact of customer satisfaction on customer loyalty and intentions to switch in the banking sector in Malaysia. Journal of Commerce, 5(1), 14-21.
- Berman, B., Evans, J. R., & Chatterjee, P. (2018). Retail management: a strategic approach (13th ed.). Harlow, UK: Pearson Education.
- Biswas, D., Lund, K., & Szocs, C. (2019). Sounds like a healthy retail atmospheric strategy: effects of ambient music and background noise on food sales. Journal of the Academy of Marketing Science, 47(1), 37-55.
- Biswas, D., Szocs, C., Chacko, R. & Wansink, B. (2017). Shining light on atmospherics: How ambient light influences food choices. Journal of Marketing Research, 54(1), 111-123.
- Blessa, R. (2010). Merchandising no Ponto de venda. São Paulo: Atlas.
- Buttle, F., & Maklan, S. (2015). Customer Relationship Management: Concepts and Tools. Oxford: Routledge.
- Chen, H., & Hsieh, T. (2011). The effect of atmosphere on customer perceptions and customer behavior responses in chain store supermarkets. African Journal of Business Management, 5(24), 10054-10066.
- Choi, J. (2019). Is Cleanliness Really a Reason for Consumers to Revisit a Hotel? Journal of Environmental Health, 82(5), 16-22.
- Creswell, J. W., & Plano Clark, V. L. (2017). Designing and conducting mixed methods Research (3rd ed.). Thousand Oaks, CA: Sage.
- Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2), 130-138.
- Das, G. (2016). Regulatory focus as a moderator of retail shopping behavior. Journal of Strategic Marketing, 24(6), 484-499.
- Das, S. P., & Das, S. S. (2015). Impact of Visual Merchandising on Consumer’s Impulse Buying Behavior. The International Journal of Business & Management, 3(12), 188-201.
- Dash, S. K. (2018). Role and Importance of Color in Marketing. Vilakshan: The XIMB Journal of Management, 15(1), 105-112.
- Davis, L., Yue, H., & Davis, D. (2017). Shopping orientation, store attributes, and apparel retail format preference. In Proceedings of the International Textile and Apparel Association Annual Conference, 74(1).
- de Freitas, J. G., Costa, H. G., & Ferraz, F. T. (2017). Impacts of Lean Six Sigma over organizational sustainability: A survey study. Journal of Cleaner Production, 156, 262-275.
- Diamantopoulos, A., & Schlegelmilch, B. B. (1997). Taking the fear out of data analysis. London: The Dryden Press.
- Ettis, S. A. (2017). Examining the relationships between online store atmospheric Color, flow experience and consumer behavior. Journal of Retailing and Consumer Services, 37, 43-55.
- Gandhi, S. K., Sachdeva, A., & Gupta, A. (2017). Treat employees like customers for an achievement culture: an intrinsic service quality perspective from Indian SMEs. Journal of Industrial Engineering and Advances, 2(3), 1-10.
- Garaus, M. (2017). Atmospheric harmony in the retail environment: Its influence on store satisfaction and re-patronage intention. Journal of Consumer Behavior, 16(3), 265-278.
- Gupta, S., & Randhawa, G. (2008). Retail Management. New Delhi: Atlantic.
- Hair, J. F., Bush, R. P., & Ortinau, D. J. (2006). Marketing Research: Within a changing information environment (3rd ed.). New York: McGraw-Hill.
- Hanna, V., Backhouse, C., & Burns, N. (2004). Linking Employee Behavior to External Customer Satisfaction Using Quality Function Deployment. Proceedings of The Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture, 218(9), 1167-1177.
- Harun, A., Rashid, U. K., Chia, T. C. M., Kassim, M., Wahid, A., & Tahajuddin, S. (2018). Does retail image affect attitude and repatronage intention of apparel store in Malaysia? WSEAS Transactions on Business and Economics, 15, 44-54.
- Helmefalk, M., & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1-11.
- Hsiao, C.-H. (2016). The effects of post-adoption beliefs on the expectation–confirmation model in an electronics retail setting. Total Quality Management & Business Excellence, 29(7-8), 1-15.
- Hussain, R., & Ali, M. (2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2), 35-43.
- Javaid, A., Noor-ul-Amin, M., & Hanif, M. (2019). Modified Ratio Estimator in Systematic Random Sampling Under Non-response. Proceedings of The National Academy of Sciences, India Section A: Physical Sciences, 89(4), 817-825.
- Jeske, H., Chimusoro, E., & Karodia, A. M. (2015). An Evaluation of Customer Service and the Impact of Efficiency on Namibia’s Logistical Sector: A Study Involving Selected Courier Companies. Singaporean Journal of Business Economics and Management Studies, 3(6), 1-38.
- Ju, J., & Ahn, J. H. (2016). The effect of social and ambient factors on impulse purchasing behavior in social commerce. Journal of Organizational Computing and Electronic Commerce, 26(4), 285-306.
- Juwaheer, T. D. (2014). Exploring International Tourists Perceptions: A Case Study of Mauritius. Managing Service Quality, 14(5), 350-364.
- Karbasivar, A., & Yarahmadi, H. (2011). Evaluating Effective Factors on Consumer Impulse Buying Behavior. Asian Journal of Business Management Studies, 2(4), 174-181.
- Karl, K., Peluchette, J. V. E., & Hall, L. M. (2016). Employee beliefs regarding the impact of unconventional appearance on customers in Mexico and Turkey. Employee Relations, 38(2), 163-181.
- Kotler, P., & Armstrong, G. (2016). Principles of Marketing: Global and South African perspectives (2nd ed.). Cape Town: Pearson South Africa.
- Kutlu, R., Manav, B., & Klanc, R. (2013). Retail Design: Color-Light Influence on Brand Identity Image Perception. World Applied Sciences Journal, 23(5), 598-606.
- Latha, A., & Karthikeyan, C. (2014). A Study on Impact of Store Satisfaction, Merchandise Quality, and Service Quality of Store on Store Loyalty with Reference to Mom & Me Store Anna Nagar. Global Journal for Research Analysis, 3(5), 1-2.
- Leenders, M. A., Smidts, A., & El Haji, A. (2019). Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers. Journal of Retailing and Consumer Services, 48, 270-280.
- Levy, M., Weitz, B. A., & Grewal, D. (2019). Retailing management (10th ed.). New York: McGraw-Hill Education.
- Lindberg, P. J. (2017). Bad Music in Public Spaces.
- Long, R. G., White, M. C., Friedman, W. H., & Brazeal, D. V. (2000). The “qualitative” versus “quantitative” research debate: a question of metaphorical assumptions. International Journal Value-Based Management, 13, 189-197.
- Manuahe, F., Lapian, S. J., & Tumbuan, W. A. (2017). Analyzing the store atmosphere of Centro department store in Manado town square using importance-performance analysis (IPA). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 5(3), 3471-3478.
- Mathur, M., & Goswami, S. (2014). Store atmospheric factors driving customer purchase Intentions: An exploratory study. BVIMSR’s Journal of Management Research, 6(2), 111-117.
- Mattila, A. S., & Wirtz, J. (2013). The role of store environmental stimulation and social factors on impulse purchasing. Journal of Services Marketing, 22(7), 562-567.
- Maziriri, E. T., Chuchu, T., & Madinga, N. W. (2019). Navigating on the antecedents that influence store patronage, apparel purchase decision and store attachment among the Generation Y cohort. The Retail and Marketing Review, 15(1), 39-56.
- Nell, E. C. (2017). The impact of sensory environments on consumer buying behavior: A study of visual displays and sight atmospherics. Journal of Business and Retail Management Research, 11(2), 155-164.
- Ngo, M. V., & Nguyen, H. H. (2016). The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness, 8(2), 103-116.
- Niazi, U., Haider, T., Hayat, F., Awais, M., & Hassan, W. (2015). Visual Merchandising: Does it Matter for Your Brands? Journal of Marketing and Consumer Research, 18(6), 80-85.
- Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, 57(3), 25-48.
- Pegler, M. M. (2010). Visual merchandising and display (5th ed.). London: Fairchild.
- Ray, W. (2012). Methods toward a Science of Behavior and Experience (10th ed.). Belmont: Wadsworth.
- Roschk, H., Loureiro, S. M. C., & Breitsohl, J. (2017). Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color. Journal of Marketing, 93(2), 228-240.
- Sabrina, E. (2014). The Influence of the Store Atmosphere on the Consumer Behavior. Mediterranean Journal of Social Sciences, 5(8), 2039-2117.
- Sekaran, U., & Bougie, R. (2019). Research methods for business: A skill building approach (8th ed.). Chichester: Wiley.
- Sezgin, M., & Küçükköylü, S. (2014). Store’s atmosphere’s importance in creating store’s image in sustainable management of store and a research in Konya (Turkey) city. Journal of Advanced Management Science, 2(3), 186-191.
- Sharma, B., & Garg, N. (2015). Impact of Store atmosphere on Customers’ Buying Behavior in Super Market Environment. International Journal in Management and Social Science, 3(2), 1016-1026.
- Sharma, S., & Chadha, S. K. (2020). Customer Perceptions about Retail Store Attributes: A Comparative Analysis between Supermarkets, Department Store and Specialty Stores in India. IIMS Journal of Management Science, 11(1), 1-15.
- Shi, T. (2013). The use of Color in marketing: Colors and their physiological and psychological implications. Berkeley Scientific Journal, 17(1), 1-6.
- Singh, H., Naeem, H. A., Krubally, M., Balder, N., & Maaodhah, A. S. A. (2019). The impact of retailscape elements, customer mood and customer pleasure on customer re-patronage intentions. The Journal of Indian Management & Strategy, 24(3), 17-24.
- Singh, S. (2006). Impact of Color on Marketing. Management Decision, 44(6), 783-789.
- Spies, K., Hesse, F., & Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1-17.
- Taber, K. S. (2018). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Research in Science Education, 48(6), 1273-1296.
- Ticleanu, C. C., Littlefair, P. J., & Howlett, G. J. (2013). The Essential Guide to Retail Lighting: Achieving Effective and Energy-Efficient Lighting. Bracknell: HIS BRE Press.
- Tornetta, S., Fox, T., & Blackbird, J. (2014). Color sells: How psychology of Color influences consumers.
- Turkay, O., & Sengul, S. (2014), Employee Behaviors Creating Customer Satisfaction: A Comparative Case Study on Service Encounters at a Hotel. European Journal of Tourism, Hospitality and Recreation, 5(2), 25-46.
- Turner, M. J., Way, S. A., Hodari, D., & Witteman, W. (2017). Hotel property performance: The role of strategic management accounting. International Journal of Hospitality Management, 63, 33-43.
- Whalley-Smith, L. (2015). The importance of color in your business, branding and life. Klarity Marketing.
- Wood, A. (2020). Designed to Sell: The Evolution of Modern Merchandising and Display. London: Routledge.
- Yap, S. F., Choong, R. H., Kuang, S. L., & Low, B. Y. (2011). The Influence of Store Atmosphere on Customer Patronage Intention towards Clothing Stores in Malaysia. Research project report, University Tunku Abdul Rahman, Malaysia.