Wednesday, 21 Aug, 2019




Convenience and Atmospherics as Predictors of Retail Customer Experience

International Journal of Marketing and Business Communication

Volume 3 Issue 2

Published: 2014
Author(s) Name: Shilpa Bagdare | Author(s) Affiliation: Asst Prof, International Inst of Professional Stds, Devi Ahilya Univ, Indore, Madhya Pradesh, India.
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The purpose of this study is to find the impact of Convenience and Atmospherics on Retail Customer Experience (RCE) in new format stores in India. Customers responses were obtained using three scales to measure - Store Convenience, Store Atmospherics and Retail Customer Experience (RCE). The scales were tested for reliability and validity using EFA and CFA. A total of 676 valid responses were obtained through mall intercept survey. Data were analyzed using EFA and CFA, correlation, and SEM. T-test and ANOVA have been used to assess the influence of moderating variables - gender, age and income. Retail Customer Experience is influenced significantly and positively by Store Convenience and Store Atmospherics. It also reveals that convenience has a greater influence as compared to atmospherics.

Keywords: Retail Experience, Store Convenience, Store Atmospherics, Retailing

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