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

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.