The Impact of Service Quality and Store Atmosphere on Consumer Revisit Intention: Moderating Role of Perceptual Curiosity- An Empirical Analysis of Convenience Store in India

Abstract

To find the revisit intention or intention to stay in future on convenience store in India. We conducted this study to check the effect of atmospheric action such as service quality and store atmosphere of convenience store on the customers’ emotions which have successive impact on revisit intention using S-O-R theory. And also this study investigates the role of emotions as mediator between service quality, store atmosphere and revisit intention. Research results based on a sample collected from 231 respondents point out that convenience store cognitive such as service quality and store atmosphere affect consumers’ pleasure feeling and emotions which also influence the revisit intention. Consumers’ emotion mediate the relationship between service quality, store atmosphere and revisit intention. Questionnaire were used to check and study reactions from respondents about revisit intention. This research explores the psychological processes by which the store cognitive affects emotion and revisit intention. Research findings and implications are discussed.