International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Role of Retail Store Attributes on Store and Customer Engagement in Food Industry


Affiliations
1 University of Jammu, Jammu & Kashmir, India
     

   Subscribe/Renew Journal


Indian youth is emerging as a very powerful and significant consumer market. Food retailers have to adopt new strategies to win the hearts of the customers, especially youths of India. The present study has tried to understand the level of perception and consumption behaviour of the youth by examining the retail store attributes of the food outlets which are considered important in making the buying decision of food products from the local or franchise-based food outlets. Further, the study provides an empirical evidence for the relationships among the food quality and servicescapes as the retail store attributes and this attempt to bring strong store and customer engagement towards a particular food outlet. In this regard, the present study includes two important components of retail store attributes, i.e., food quality and servicescapes. The data was collected from registered Ph. D research scholars and final semester students of post-graduate courses enrolled in Guru Nanak Dev University, Amritsar for the session 2016-17 through self-modified and well-structured instrument. Selection of food outlets, specifically local food outlets and franchise-based food outlets is done because of fast changing trends in food and eating habits of consumers which have contributed largely to the growth and development of organised food retail formats in India. The statistical technique, such as reliability and validity, confirmatory factor analysis (CFA), structural equation modelling (SEM) were used for data analysis. The study found that among the two dimensions of retail store attributes, food quality has a positive and significant impact on store engagement. However, the impact of servicescape on store engagement was found to be non-significant. When we analysed the direct impact of food quality and servicescape on customer engagement, we found that servicescape has a positive and significant impact on customer engagement. On the other hand, the impact of food quality on customer engagement is insignificant. Further, store engagement significantly leads to customer engagement in context to food retail outlets. Thus, the study reveals that the impact of food quality on customer engagement is significant through store engagement. In order to make maximum footfall in the food outlets substantive other insights must be brought into the retail store attributes like in atmospherics or ambience of the food outlet. The results of the study are helpful for future service providers, tourism businesses, tourism retailers, and other service sectors to plan better services and equip a wider range of service skills and this exaggerates more store patronage towards the particular food outlet.

Keywords

Servicescapes, Store Engagement, Customer Engagement, Atmospherics.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Anselmsson, J., Bondesson, N. V., & Johansson, U. (2014). Brand image and customers’ willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.

  • Ahmad, F. S., Ihtiyar, A., & Omar, R. (2014). A comparative study on service quality in the grocery retailing: Evidence from Malaysia and Turkey. Procedia-Social and Behavioral Sciences, 109, 763-767.

  • Amine, A., & Lazzaoui, N. (2011). Shoppers' reactions to modern food retailing systems in an emerging country. The case of Morocco. International Journal of Retail and Distribution Management, 39(8), 562-581.

  • Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790-804.

  • Ballester, E. D., Espallardo, M. H., & Orejuela, A. R. (2014). Store image influences in consumers' perceptions of store brands: The moderating role of value consciousness. European Journal of Marketing, 48(9/10), 1850-1869.

  • Bompolisa, C. G., & Boutsoukib, C. (2014). Customer relationship management in the era of social web and social customer: An investigation of customer engagement in the Greek retail banking sector. Procedia-Social and Behavioural Sciences, 148, 67-78.

  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66, 105-114.

  • Burns, C. A., & Bush, R. F. (2006). Marketing Research, 5th ed., Pearson Education.

  • Butcher, K., Sparks, B., & O'Callaghan, F. (2002). Effect of social influence on repurchase intentions. Journal of Services Marketing, 16(6), 503-514.

  • Carpenter, J. M., & Moore, M. (2006). Consumer demographics, store attributes, and retail format choice in the US grocery market. International Journal of Retail & Distribution Management, 34(6), 434-452.

  • Chang, H. J., Cho, H. J., Turner, T., Gupta, M., & Watchravesringkan, K. (2015). Effects of store attributes on retail patronage behaviours. Journal of Fashion Marketing and Management, 19(2), 136-153.

  • Chen, P. T., & Hu, H. H. (2010). How determinant attributes of service quality influence customer-perceived value: An empirical investigation of the Australian coffee outlet industry. International Journal of Contemporary Hospitality Management, 22(4), 535-551.

  • Collins-Dodd, C., & Lindley, T. (2003). Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10(6), 345-52.

  • Cuneo, A., Lopez, P., & Yague, M. J. (2012). Private label brands: Measuring equity across consumer segments. Journal of Product and Brand Management, 21(6), 428-438.

  • Das, G. (2014). Store personality and consumer store choice behaviour: An empirical examination. Marketing Intelligence & Planning, 32(3), 375-394.

  • Das, G. (2015). Impact of store attributes on consumer-based retailer equity. Journal of Fashion Marketing and Management, 19(2), 188-204.

  • Dong, P., & Siu, N. Y. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541-551.

  • Eroglu, S. A., Machleit, K., & Barr, T. F. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values. Journal of Business Research, 58(8), 1146-53.

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

  • Gallarza, M. G., Gil-saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10, 179-191.

  • Gao, S., Mokhtarian, P. L., & Johnston, R. A. (2008). Non-normality of data in structural equation models. Transportation Research Board's 87th Annual Meeting.

  • Gomez, M., & Rubio, N. (2010). Re-thinking the relationship between store brand attitude and store brand loyalty: A simultaneous approach. International Review of Retail, Distribution and Consumer Research, 20(5), 515-534.

  • Greve, G. (2014). The moderating effect of customer engagement on the brand image-brand loyalty relationship. Procedia-Social and Behavioural Sciences, 148, 203-210.

  • Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing, 85, 1-14.

  • Grubbs, F. E. (1969). Procedures for detecting outlying observations in samples. Technometrics, 11(1), 1-21.

  • Hino, H. (2014). Shopping at different food retail formats. European Journal of Marketing, 48 (4), 674-698.

  • Huang, Y., & Huddlestone, P. (2009). Retailer premium own-brands: Creating customer loyalty through own-brand products advantage. International Journal of Retail & Distribution Management, 37(11), 975-92.

  • Ihtiyara, A., Ahmad, F. S., & Barotoc, M. B. (2013). Impact of intercultural competence on service reliability and customer satisfaction in the grocery retailing. Social and Behavioural Sciences, 99, 37-381.

  • Inman, R. A., Sale, M. L., & Green, K. W. (2009). Analysis of the relationship among TOC use, TOC outcomes and organizational performance. International Journal of Operations and Product Management, 29(4), 341-356.

  • Julie, B., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-41.

  • Kennbey, F., Lassk, G., & Goolsby, J. R. (2002). Customer mind set of employees throughout the organization. Journal of the Academy of Marketing Science, 30(2), 159-171.

  • Kremer, F., & Viot, C. (2012). How store brands build retailer brand image. International Journal of Retail & Distribution Management, 40(7), 528-543.

  • Lang, M., & Hooker, N. H. (2013). An empirical test of experiential shopping in food retailing. British Food Journal, 115(5), 639-652.

  • Lim, B. C., & Ployhart, R. E. (2006). Assessing the convergent and discriminant validity of goldberg's international personality item pool: A multi-trait multi- method examination. Organisational Research Methods, 9(1), 29-54.

  • Ltifia, M., & Gharbi, J. (2015). The effect of logistics performance in retail store on the happiness and satisfaction of consumers. Procedia- Economics and Finance, 23, 1347-1353.

  • Malhotra, N. K. (2007). Marketing research: An applied orientation. New Delhi: Pearson Education.

  • Mardia, K.V. (1970). Measures of multivariate squeness and kurtosis with applications. Biometrika, 36, 519-530.

  • Martinelli, E., & Balboni, B. (2012). Retail service quality as a key activator of grocery store loyalty. The Service Industries Journal, 32, 2233-2247.

  • Massa, S., & Testa, S. (2012). The role of ideology in brand strategy: The case of a food retail company in Italy. International Journal of Retail & Distribution Management, 40(2), 109-127.

  • Molina, A., Martin, V. J., Santos, J., & Aranda, E. (2009). Consumer service and loyalty in Spanish grocery store retailing: An empirical study. International Journal of Consumer Studies, 33(4), 477-485.

  • Moona, S., & Songb, R. (2015). The roles of cultural elements in international retailing of cultural products: An application to the motion picture industry. Journal of Retailing, 91, 154-170.

  • Netopila, T., Antosovaa, V., & Turcinkova, J. (2014). Retirees: How do they choose their grocery store? How do they shop? Procedia-Economics and Finance, 12, 480-488.

  • Park, H. M. (2008). Univariate Analysis and Normality Test Using SAS, Stata and SPSS. Retrieved from http://www.indiana.edu/statmath.

  • Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. Systems Quarterly, 31(1), 105-136.

  • Podsakoff, P. M., MacKenzie, S. B., Lee, J., & Podsakoff, N. P. (2003). Common method biases in behavioural research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879-903.

  • Porral, C., & Mangin, J. P. L. (2014). Determinants of store brands' success: A cross store format comparative analysis. International Journal of Retail & Distribution Management, 42(7), 595-612.

  • Prasad, C. J., & Aryasri, A. R. (2011). Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India. International Journal of Retail & Distribution Management, 39(1), 68-86.

  • Ramaswamy, V. S., & Namakumari, S. (2009). Marketing Management: Planning, Implementation & Control-Global Perspective, Indian Context. New Delhi, India, Macmillan India Ltd., p 562.

  • Rezende, D. C., & Silva, M. A. R. (2013). Eating-out and experiential consumption: A typology of experience providers. British Food Journal, 116(1), 91-103.

  • Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322.

  • Rubio, N., Oubina, J., & Villasenor, N. (2014). Brand awareness-brand quality inference and consumer's risk perception in store brands of food products. Food Quality and Preference, 32, 289-298.

  • Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioural intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.

  • Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22, 7-17.

  • Terblanche, N. S., & Boshoff, C. (2006). The relationship between a satisfactory in-store shopping experience and retailer loyalty. South Africa Journal of Business management, 37(2), 33-43.

  • Thomas, S. (2013). Linking customer loyalty to customer satisfaction and store image: A structural model for retail stores. Decision, 40, 15-25.

  • Verhoef, P., Lemon, K., Parusuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.

  • Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.

  • Wallace, E., Buil, I., & Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.

  • Walsh, G., Beatty, S. E., & Shiu, E. M. K. (2009). The customer-based corporate reputation scale: Replication and short form. Journal of Business Research, 62, 924-930.

  • Wang, C. H., & Ha, S. (2011). Store attributes influencing relationship marketing: A study of department stores. Journal of Fashion Marketing and Management, 15(3), 326-344.

  • Yi-Chun, O., Vries, L., Wiesel, T., & Verhoef, P. C. (2014). The role of consumer confidence in creating customer loyalty. Journal of Service Research, 17(3), 339-54.

  • Yusof, J. M., Musa, R., & Rahman, S. A. (2012). The effects of green image of retailers on shopping value and store loyalty. Procedia- Social and Behavioural Sciences, 50, 710-721.

  • Zhang, Y. (2015). Designing a retail store network with strategic pricing in a competitive environment. International Journal of Production Economics, 159, 265-273.


Abstract Views: 391

PDF Views: 0




  • Role of Retail Store Attributes on Store and Customer Engagement in Food Industry

Abstract Views: 391  |  PDF Views: 0

Authors

Sonia Choudhary
University of Jammu, Jammu & Kashmir, India
Tisha Singh
University of Jammu, Jammu & Kashmir, India

Abstract


Indian youth is emerging as a very powerful and significant consumer market. Food retailers have to adopt new strategies to win the hearts of the customers, especially youths of India. The present study has tried to understand the level of perception and consumption behaviour of the youth by examining the retail store attributes of the food outlets which are considered important in making the buying decision of food products from the local or franchise-based food outlets. Further, the study provides an empirical evidence for the relationships among the food quality and servicescapes as the retail store attributes and this attempt to bring strong store and customer engagement towards a particular food outlet. In this regard, the present study includes two important components of retail store attributes, i.e., food quality and servicescapes. The data was collected from registered Ph. D research scholars and final semester students of post-graduate courses enrolled in Guru Nanak Dev University, Amritsar for the session 2016-17 through self-modified and well-structured instrument. Selection of food outlets, specifically local food outlets and franchise-based food outlets is done because of fast changing trends in food and eating habits of consumers which have contributed largely to the growth and development of organised food retail formats in India. The statistical technique, such as reliability and validity, confirmatory factor analysis (CFA), structural equation modelling (SEM) were used for data analysis. The study found that among the two dimensions of retail store attributes, food quality has a positive and significant impact on store engagement. However, the impact of servicescape on store engagement was found to be non-significant. When we analysed the direct impact of food quality and servicescape on customer engagement, we found that servicescape has a positive and significant impact on customer engagement. On the other hand, the impact of food quality on customer engagement is insignificant. Further, store engagement significantly leads to customer engagement in context to food retail outlets. Thus, the study reveals that the impact of food quality on customer engagement is significant through store engagement. In order to make maximum footfall in the food outlets substantive other insights must be brought into the retail store attributes like in atmospherics or ambience of the food outlet. The results of the study are helpful for future service providers, tourism businesses, tourism retailers, and other service sectors to plan better services and equip a wider range of service skills and this exaggerates more store patronage towards the particular food outlet.

Keywords


Servicescapes, Store Engagement, Customer Engagement, Atmospherics.

References