Conceptualising town centre image and the customer experience

Abstract

Compared with store image literature, the town centre is underexplored as a retail image context. This paper examines what is meant by town centre image by conducting an empirical study of 536 consumers to elicit top-of-mind images of five town centres. Following extensive content analysis and rigorous replication, the findings reveal a broader, holistic image construct than previously assumed in the literature. New psychological, intangible elements of town centre image are identified, confirming the need to measure image specific to the retail context. Further, drawing on the customer experience framework, a conceptual model of town centre image is developed. The model provides the basis for future conceptualisation and operationalisation of town centre image, combined with an approach for managing the customer experience in town centres.     

Organisational rigidities and marketing theory: examining the US department store c.1910–1965

By analysing the US department store during the period c.1910–1965, this article deepens our understanding of the nature of the transition to phases of ‘maturity’ and ‘decline’ that are fundamental to models of retail change (retail wheel, retail life cycle). By employing a close reading of key marketing and management writing of the period, it finds that ‘lock-in’ to an organisational structure associated with a single downtown store posed significant obstacles to suburban branched expansion. Only partial organisational centralisation occurred with the formation of holding companies in the 1920s, which contrasted with chains of general-merchandise and some department store retailers that were efficiently structured and better able to exploit suburban growth. When major department store companies finally embraced branched expansion, they were forced to significantly revise their operational structures.     

The Effects of Background Music on Consumer Responses in a High-end Supermarket

Abstract

This study examines the effects of in-store background music valence (liking) and music fit with the overall store image on consumer evaluative and behavioural responses in the context of a high-end supermarket chain. Based on the previous body of work, a conceptual model is developed to examine music valence on customer appraisal of store offering and personnel, and on the length of shopping time and the value of purchase. The influence of the perceived music fit with the overall store image on shopping time is also assessed in the model. The hypothesized relationships are examined via covariance analysis using store-intercept consumer data. Implications of the structural analyses results for management of retail store brands and for future research on music as an element of store atmospherics are discussed.     

基于消费者认知的零售店铺印象形成过程拆解

基于消费者认知的零售店铺印象形成是解释消费者购买决策行为的重要内容,消费者对零售店铺印象的形成源于其对店铺重要属性的感知和三个认知参照标准:消费者以往的购物经历、零售店铺业态、店铺选址环境,这三个方面从不同的视角影响着消费者对零售店铺重要属性的判断和整体店铺印象的形成。本文在理顺以往学者研究结论的基础上,拆解并理顺了消费者零售店铺印象的形成过程。     

The impact of consumer local engagement on local store patronage and customer satisfaction

Abstract

This paper examines the drivers of local grocery retail patronage. Drawing on institutional and social network theory literature, we develop a framework to investigate how consumers’ personal values and engagement with local communities affect their satisfaction and local store patronage. We test our model with survey data on 1504 Finnish consumers. Our results show that the relationship between customer local engagement and local retail patronage is indirect rather than direct, and it is mediated by the vitality of local services, social interaction, and consumer satisfaction.     

Female customers' expectation of the service offering and their perception of the service quality in an emerging clothing market

Worldwide, clothing retailers that offer similar merchandise and even the same brands are flanked almost next to one another in shopping centres. Clothing retail therefore appears to be poorly differentiated, and it is not always clear why consumers prefer to patronize one store and avoid another. This study explored female consumers' expectations of the service offering and their perception of the service quality of prominent clothing retail channels in Tshwane, a major urban area in South Africa. The survey involved 243 females that were 20 years of age or older. They completed a structured questionnaire that investigated their (1) expectations of customer service in terms of tangible evidence of the service offering; and (2) perception of service quality using two different instruments by means of a direct measurement approach. Explorative factor analysis was used to reduce the data in terms of relevant dimensions of the respective measuring instruments and to determine the significance of the various dimensions of customer service and service quality in the context of this research. Contrary to what the literature proposes about consumers in an emerging economy, findings of this study suggest that females' expectations of the service offering of clothing retail stores were high. Their expectations were cognitively structured in terms of three elements of customer service, namely (1) physical facilities and product presentation; (2) personnel; and (3) store image and processes. Their perception of service quality revealed an opportunity to augment the service quality through attention to activities that are associated with personnel and the so-called supportiveness dimensions of their service offering. Findings coincided with a prior investigation of Terblanche and Boshoff, although a re-labelling of one dimension of their instrument is proposed to prevent confusion. Recommendations to augment the service quality of clothing retailers are made in terms of tangible evidence of the service offering.     

Retail corporate groups: Challenges of omnichannel management in Japan

Abstract

The omnichannel varies across countries due to different retail environments and retailers’ growth strategies. The Japanese big retailers’ omnichannel can be characterized by having multiple retail formats, such as department stores, general merchandise stores, convenience stores, specialty stores, Internet stores, and so on. They have grown by multiplying retail formats to appeal to different customer segments, and they have unique challenges in managing an omnichannel with many retail formats. These are (1) extremely wide variety of merchandise, (2) enormous quantity of data from transaction, inventory, logistics, and customers, (3) different organization structures and management, and (4) unique organizational capabilities in each retail format. From these challenges, we could propose further research issues as follows: (1) theoretical consideration of boundary-spanning functions among retail formats, (2) international comparative analysis reflecting the different conditions in each country, and (3) clarifying the characteristics of the omnichannel shopper in the Japanese omnichannel environment.     

Retail service quality as a key activator of grocery store loyalty

This paper demonstrates the crucial role of retail service quality as a key activator in the formation of customer loyalty to the store; the latter is understood in a conative and action sense. Applying a modified version of the RSQS scale, a model is tested by administering a questionnaire to 450 customers in an under-investigated retail setting, i.e. supermarkets, within the Italian context. Structural equation modelling was employed. The results prove that customers consider retail service quality as a second-order dimension and recognize the main contribution of physical aspects and reliability first-order dimensions. Findings corroborate the crucial role played by perceived service quality and the mediating role of customer satisfaction and conative loyalty within the relationship between service quality and action loyalty.     

Opportunities and risks of combining shopping experience and artistic elements in the same store: a contribution to the magical functions of the point of sale

ABSTRACT

This article draws on the construct of store atmospherics to address one of the latest developments in that field, i.e. the strategy of incorporating artistic elements into the store. On the one side, incorporating artistic elements in store atmospherics constitutes an innovative way for retailers to differentiate their shopping experience. Such a hybrid retail strategy seeks to offer maximised hedonic gratification to store visitors, while adding symbolic value to the commercial offering. Store traffic and sales are thus stimulated. Incorporating artistic elements is also a magic way to conceal the store’s transactional purpose; through this association with the art world, the store is viewed as less mercantile. However, there is a risk that consumers will view the store as a ‘museum’ and visit without purchasing. Therefore we conduce a conceptual investigation of that experiential strategy in order to assess its effects on retailer’s commercial and marketing performance.     

Exploring the system of digitised retail design—flattening the ontology

The objective of this article is to combine the two dominant perspectives of retail design— design and business—through systems thinking and flat ontology, in order to understand the ‘store’ as designed by retail designers in the new digital area. Using an abductive case study of the Danish retail design world, this article connects actors into a system, redefines 'the store’ as an interface between retailer and customer, and attaches the metaphors ‘observed universe’ and ‘extended self’ of owner managers to collectively designed spaces. The implication of the study is a retail design (and business) canvas.The article's practical contribution is clarifying the profession of retail design under the condition of digitised retail, and to present a first step towards a system-based theory for retail design.Managerial contributionThe article redefines the store as an interface affording customers' and retailers’ exchange of product and experiential interaction with the aim of providing adequate revenue.     

Retail Image as Seen through Consumers' Eyes: Studying International Retail Image through Consumer Photographs of Stores

Abstract

The aim of this article is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it operates, resulting in a highly standardized approach to store branding. However, rather than employing traditional methodologies to elicit consumer perceptions of store image, we attempt to capture consumer perceptions through interpretations of the visual images generated by the participants themselves. The photo-elicitation method employed captured the different interpretations and meanings attached to commonly identified elements of store image and reinforced the central role played by the store itself in retail image formation.     

Influence of retail store environmental cues on consumer patronage behavior across different retail store formats: An empirical analysis of US Hispanic consumers

This study examined the influence of Hispanic consumers’ perceived importance of apparel retail store environmental cues and demographic characteristics (i.e., age and the number of years lived in the US) on their apparel store patronage behavior across various retail store formats. Three apparel retail store environmental cue dimensions were identified. Of the three dimensions, Customer Service appeared as a significant determinant in Hispanic consumers’ decision to shop at department stores, specialty stores, and mass merchant stores. Convenience was significantly, but negatively, related to the use of specialty stores. Physical Atmosphere appeared as significant determinants of Hispanic consumers’ use of Internet websites. The respondents’ shopping frequency at department stores, Internet websites, and catalogues was significantly different based on the respondents’ age and number of years lived in the US This study offers insights for apparel retailers in building effective retail store environments to attract Hispanic consumers.     

The Effect of Cultural Distance on International Marketing Strategy: A Comparison of Cultural Distance and Managerial Perception Measures

ABSTRACT

The purpose of this article is to examine whether service convenience increases customer satisfaction that fosters customer loyalty in Indian commercial banks. A cross-sectional study of 352 retail banking customers through questionnaires was conducted. The population of the study is retail urban customers of banks in Rajasthan. Responses are analyzed using structural equation modeling. Dimensions of service convenience are decision convenience, access convenience, transaction convenience, benefit convenience, and postbenefit convenience. Decision convenience was found to influence customer satisfaction more than the other dimensions of service convenience. Customer satisfaction furthers customer loyalty. The article emphasizes the significance of SERVCON on customer satisfaction for the Indian banking sector. The direct impact of SERVCON on customer loyalty is also studied.     

More than window dressing: visual merchandising and austerity in London’s West End, 1945–50

Abstract

In the aftermath of the Second World War, the fashion departments of London’s West End department stores were not only challenged by austerity and bomb damage but also by the growth of multiple retailers selling branded ready-to-wear goods. This article investigates how department stores responded by investing in display and visual merchandising to attract custom and rebuild their fashionable reputations. It argues that the difficulties caused by austerity conditions forced department stores to embrace new retail methodologies that helped them adapt to the changed circumstances of post-war fashion retail and compete with multiple retailers.     

Receptivity to advertising messages and desired shopping values

Advertising designed around the ‘value’ notion represents a way to deal with widespread retail competition and knowledgeable, empowered consumers. This study empirically examines the influence of receptivity to advertising messages (RTAM) on desired shopping values and assesses whether this relationship is moderated by gender, age, and income. The structural model indicates that, compared to low‐RTAM shoppers, high‐RTAM shoppers tend to perceive each of the six value dimensions, (i.e. monetary cost saving, time cost saving, energy cost saving, post‐sale customer support, engaging store environment, and personal leisure experience) as more important in making a retail patronage decision. Further analysis shows that the links from RTAM to monetary cost saving and to post‐sale customer support are stronger for younger male shoppers. Another interesting finding is that the link from RTAM to monetary cost saving is stronger for high‐income shoppers whereas the link from RTAM to engaging store environment is stronger for low‐ and middle‐income shoppers. If retail advertisers are aware of the value dimensions that are crucial to the high‐RTAM segment within specific target markets, they could achieve advertising goals more effectively and efficiently through tailored advertising messages.     

An empirical examination of perceived retail crowding,emotions, and retail outcomes

Crowded retail shopping conditions can result from many shoppers being present during a given time and at a given place, as well as from limited customer space owing to inadequate floor layout design and allocation of fixtures and merchandise on the floor. This study investigated the effects of the perception of human crowding and spatial crowding on consumer shopping behavior through mediation of emotions of pleasure, arousal, dominance, and a feeling of satisfaction in an international market. A store intercept survey was conducted on 554 hypermarket consumers in Taipei, Taiwan. The proposed structural relationships among perceived retail crowding, emotions, and retail outcomes were analyzed by using confirmatory factor analysis and structural equation modeling with Lisrel 8.54.

The results of the study demonstrated the effectiveness of the proposed model in delineating the relationships of retail crowding-emotions-satisfaction-retail outcomes under actual retail environments. The study found that while human crowding perceived during shopping at a hypermarket store positively impacted shoppers' feelings rather than negatively, spatial crowding perceived due to high spatial density negatively impacted shoppers' positive emotions. The findings supported the view that retail crowding affected various shopping activities through influencing positive emotions and summary feelings of satisfaction. Managerial implications of the study were also discussed.     

从购买风险感知理论解释商业集聚对店铺印象的影响

商业集聚印象必然会影响集聚中的店铺印象,这个现象可以用购买风险感知理论进行解释。文章将消费者购买风险感知引入店铺印象转移模型中,从消费者心理的角度,探查商业集聚印象对店铺印象的影响原因,通过比较消费者在不同背景下购买心理的变化,揭示店铺印象转移产生的本源。结论得出:购物风险感知在百货店印象转移中起调节作用,在专业店印象转移中起中介作用。     

Determinant factors of failures of international retailers in foreign markets

Abstract

This article seeks to identify why international retail chains (IRCs) sometimes fail to successfully establish operations in foreign markets. The study focuses on the quality of managerial decision-making as a cause of failure. Four such causes are identified relating to the quality of: (1) strategic decision-making, (2) tactical decision-making, (3) decision-making by the management of the local entity (LE), and (4) cooperation between the IRC and its LE. Based on survey data from Israel, we find that causes (1), (3) and (4) are most critical. These results highlight that to avoid retail failure, strategic decisions, such as ensuring clear, distinct and superior values adapted to local consumer preferences, should take precedence over tactical ones. Furthermore, to ensure high quality of local management and smooth cooperation with their LEs, IRCs should strive to control local management and coordination mechanisms.     

Retailing in Europe: 20 years on

This article reviews retail change in Europe over the past 20 years. The sociocultural context of retailing in Europe is briefly discussed before macro level changes in the relative scale of Europe's largest retail organizations over this period are explored. Three underlying themes to retail change are then discussed – the emergence of new markets, in relation to geographical, product, service and channel diversity; the evolution of the retailer as a brand, encompassing an holistic multifaceted conceptualization involving product, store and organizational dimensions; and the role of time as a competitive element through consumer and business behaviours, and in terms of the pace of strategy implementation. Finally, looking forward the study concludes with a number of underlying themes in the approaches taken by European retail organizations     

What drives customer loyalty in grocery retail? Exploring shoppers' perceptions through associative networks

Mental associations play a key role in shaping customer-brand relationships and are critical to the development of favourable attitudes and emotional attachment towards a brand. By exploring shoppers’ knowledge structures, this study identifies what drivers of customer loyalty are more relevant to customers in the context of grocery retail. A mix-method study on shoppers’ perceptions and values associated to their most patronised grocery store is presented. Through focus group discussions, concept maps and associative network analysis, three types of associations are identified: functional, relational and premium store associations. Salience and relationships among these dimensions are also discussed.