دانلود رایگان مقاله نقش طراحی فروشگاه بر درک متقابل مصرف کنندگان از وفاداری به خرده فروشی

ABSTRACT

This paper compares new and established store design prototypes of the same retailer to examine the role of consumers’ cross-sectional perceptions of retail brand loyalty. In-store surveys were administered to capture consumers’ store-level perceptions towards a new store prototype and an older established prototype of the same fast fashion retailer. The data was subjected to multi-group analyzes with structural equations modeling. The findings suggest that store novelty and complexity promote both store design pleasure and retail brand loyalty outcomes. The different store designs do not, however, account for differences in brand loyalty perceptions at the overall retailer level when multi-group comparisons of both store designs are made. Consumers of newer store designs are found to possess a heightened sensitivity to price perceptions. Managerial implications of the effects of store novelty and complexity on retail brand loyalty are also presented.

7. Conclusions

The findings of this paper suggest how consumers may assimilate the novelty and complexity content in newer store prototype designs. Moreover, consumers of newer store prototype designs exhibit a heightened sensitivity to price perceptions with potentially negative retail brand loyalty implications. This paper contributes to the extant store environment literature by underscoring the need to examine the effects of novelty and complexity, in consumers’ perceptions of store prototype designs, and identifies, together in conjunction with price perception, their role in influencing retail brand loyalty.