An integrative framework of retailscape: Case of grocery retail stores in Saudi Arabia

Saad Alflayyeh,Haseebullah Abdul Naeem

doi:10.21833/ijaas.2021.05.003

Abstract

The aim of this study is to highlight the importance of retailscapes and their elements and how these elements can enhance customer patronage. The study, therefore, considered customer mood as moderating between retailscapes and customer joy that further leads to customer patronage. Past studies considered some retailscapes elements in a different context such as pure services industries. In contrast, this study considered the retail industry. In order to obtain study findings, a convenient sampling technique was used to collect data from targeted respondents. Respondents were the visitors of different retail stores. Since the study was limited to a single city, therefore data were collected in the capital city Riyadh of Saudi Arabia. 300 questionnaires were distributed among the customers, 289 responses were valid and the rest were discarded due to incomplete information. Collected data were analyzed using Smart-PLS and SPSS. Considered hypotheses were tested and found a significant relationship. Results clearly indicating that retailscapes have the ability to influence customer’s patronage by considering retailscape elements in the retail industry.

Highlights

A conceptual study conducted by Turley and Milliman (2000) has stated that the physical environment has the ability to interact with individuals, further these environmental elements could be the source of joy and re-patronage
The other measurement variables such as customer mood taken as a moderator between customer joy and retailscape elements and 3 items were adapted for customer mood from Bustamante and Rubio (2017)
Present study findings are the empirical support of the existing body of knowledge, which supports the importance of retailscapes on customer patronage and customer joy, in retail stores

Summary

Introduction

A conceptual study conducted by Turley and Milliman (2000) has stated that the physical environment has the ability to interact with individuals, further these environmental elements could be the source of joy and re-patronage. An attractive physical environment could result in customer positive emotions, which in turn pleasure and future re-patronage of customers. Literature supports the relationship of customer pleasure and customer repatronage (Chiguvi, 2016; McIlroy and Barnett, 2000; Rai and Medha, 2013)

Objectives

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Conclusion