Modelling the relationships among retail atmospherics, service quality, satisfaction and customer behavioural intentions in an emerging economy context

Abstract

The aim of the study is to investigate the relationships among atmospherics, service quality, customer satisfaction and their impact on behavioural intentions in a retail setting in an emerging economy. Based on a comprehensive literature review, an integrative framework including the relationships among the determinants of customers' behavioural intentions has been proposed and examined on a sample of grocery retail customers in Serbia. Structural equation modelling, with maximum likelihood as the method of parameter estimation, has been applied to test hypothesised relationships. The results of the study point to the indirect relatedness of service quality to customers' behavioural intentions, mediated via satisfaction. Although the dimensions of atmospherics do not impact behavioural intentions directly, perceptions of atmospherics significantly shape customers' evaluation of service quality. Implications of the study have been discussed and limitations and suggestions for future research have been highlighted.