Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions

Makarand Upadhyaya; Hatem Mohamed EL-Shishini; Waleed A. Aziz; Vijayesh Kumar

Article Details

Research Article Volume 12 Issue 4

Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions

Makarand Upadhyaya • Hatem Mohamed El-shishini • Waleed A. Aziz • Vijayesh Kumar

Published: 04 Jul 2018 Issue:Volume 12 Issue 4 Jul 2018 Author details below

Makarand Upadhyaya

College of Business Administration, University of Bahrain

Hatem Mohamed EL-Shishini

College of Business Administration, University of Bahrain

Waleed A. Aziz

College of Business Administration, University of Bahrain

Vijayesh Kumar

College of Business, University of Buraimi, Al Buraimi

Servicescape environmental dimensions perceived quality behavioral intentions

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Abstract

Research summary

Intangibility is a defining characteristic of services. The customer of a service offering is involved in an inexorable search for pre-purchase cues that can reduce his degree of perceived risk for the service that he or she intends to purchase. Servicescape, the environment in which a service process takes place, has a paramount influence in re-assuring the customer and eventually enabling him or her in comprehending the experiential outcomes of purchase and consumption. The paper investigates the impact of retailscape (retail servicescape) on behavioral intentions of customers in the retail industry. The servicescape framework in this paper is based on selected aspects of Bitner’s (1992) servicescape framework and Wakefield and Blodgett’s (1994) model.
Five servicescape dimensions have been identified, viz. ambient conditions, spatial layout, functionality, spatial signs, symbols and artifacts and cleanliness. The paper studies the impact of these dimensions on the perceived quality of the servicescape and on the shoppers’ desire to stay in the retail store.

The research methodology comprises three stages:

a literature review;
a qualitative exploration consisting of in-depth interviews and focus groups; and
A quantitative descriptive survey of consumers.

Factor Analysis is performed using SPSS 16. Multiple regression is employed to study the relationship between service dimensions and perceived service quality and perceived service quality and satisfaction and satisfaction and desire to stay. The study strongly supports that spatial layout and ambient conditions bear the strongest relationship with the perceived quality of the servicescape. These two dimensions make statistically unique contribution to the prediction of perceived servicescape quality. Results of regression reveal that satisfaction with the servicescape is positively influenced by perceived quality of the servicescape. Satisfaction and shoppers’ desire to stay are positively related and the relationship is strong.

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Article History

Published 04 Jul 2018

How to Cite

Upadhyaya, M., El-shishini, H. M., Aziz, W. A., & Kumar, V.. (2018). Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions. Journal of Business and Retail Management Research, Volume 12 Issue 4.

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APA

Upadhyaya, M., El-shishini, H. M., Aziz, W. A., & Kumar, V.. (2018). Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions. Journal of Business and Retail Management Research, Volume 12 Issue 4.

MLA

Upadhyaya, Makarand, et al.. "Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions." Journal of Business and Retail Management Research, Volume 12 Issue 4, 2018.

Chicago

Makarand Upadhyaya, Hatem Mohamed El-shishini, Waleed A. Aziz, and Vijayesh Kumar. "Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions." Journal of Business and Retail Management Research Volume 12 Issue 4 (04 Jul 2018).

Harvard

Upadhyaya, M., El-shishini, H. M., Aziz, W. A., & Kumar, V. (2018) Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions. Journal of Business and Retail Management Research, Volume 12 Issue 4