Proximity and time in convenience store patronage: Kaïros more than chronos

Abstract

This research questions the notions of proximity and time in retailing and attempt to predict customers’ intention to patronize the new convenience store concepts developed recently in France. The analysis of 22 qualitative interviews with retailers and customers has led to propose a conceptual model that has been tested empirically on two samples of 250 customers each, based on PLS structural equation modeling. Results show that customers patronize convenience stores primarily because of relational and functional proximity, but also because these stores allow them to save time (chronos), and to better manage their time through more opportune frequentation (kaïros).