Effects of the in-store crowd and employee perceptions on intentions to revisit and word-of-mouth via transactional satisfaction: A SOR approach |
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| Affiliation: | 1. Marketing Academic and Professional Department, ICN Business School, 2 Place de la Défense, 92053, Paris, France;2. School of Business Administration, TELUQ University, 5800 Saint-Denis – Office #11.05, Montreal, QC, H2S 3L5, Canada;3. Marketing Department, ESG UQAM, 315 St Catherine St E, Montreal, Quebec, H2X 3X2, Canada;1. Aeronautics Institute of Technology - ITA, Praça Marechal Eduardo Gomes 50, Vila das Acácias, São José dos Campos, SP, 12228-900, Brazil;2. Federal University of Goiás - UFG, Faculty of Science and Technology, Mucuri S/N - Setor Conde dos Arcos - Aparecida de Goiânia Campus, GO, 74968-755, Brazil;1. Department of Industrial and Information Management, Center for Innovative FinTech Business Models, National Cheng Kung University, Taiwan;2. Department of Industrial Management and Enterprise Information, Aletheia University, Taiwan;3. Department of Industrial and Information Management, National Cheng Kung University, Taiwan;1. School of Business Administration, Zhejiang Gongshang University, No.18, Xuezheng Road, Hangzhou, Zhejiang, China;2. Zheshang Research Institute, Zhejiang Gongshang University, 149 JiaoGong Road, Hangzhou, Zhejiang, China;3. Department of Marketing and E-commerce, School of Business, Nanjing University, No.22 Hankou Road, Nanjing, Jiangsu, China;1. School of Economics and Management, Nanjing University of Science and Technology, Nanjing, China. 200 Xiaolingwei Road, Nanjing, Jiangsu Province, 210094, PR China;2. Department of Business Administration, Nanjing University of Finance and Economics, Nanjing, China. 3 WenYuan Road, Nanjing, Jiangsu Province, 210023, PR China;3. School of Management, University of Science and Technology of China, 96 Jinzhai Road, Hefei, Anhui Province, 230026, PR China |
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| Abstract: | This study investigates the relationship between in-store social atmospherics (crowd and employees), satisfaction, and intention to revisit the store and word-of-mouth. We propose a conceptual framework based on the SOR model, considering crowd and employees as the stimuli, satisfaction as the internal response, and intention to revisit and word-of-mouth as the response. We conducted a quantitative study and surveyed 422 Abercrombie & Fitch store customers, and we used a regression method. The results show that social atmospherics positively impacts satisfaction, relational variables and satisfaction mediating effects. Our contribution is to confirm the relevance of the SOR, the positive relationships between store employees and crowd on satisfaction, and between satisfaction and intention to revisit, word-of-mouth, and the mediating role of satisfaction. |
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| Keywords: | In-store social atmospherics Store transactional satisfaction Intention of word-of-mouth Intention to revisit Stimulus-organism-response framework |
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