Storescape and customer loyalty: employee citizenship behaviour towards customers as a catalyst

Abstract

PurposeThe purpose of the current paper is to examine the relationship between storescape (retail's physical and social environment factors) and customer loyalty (CL) and how employee citizenship behaviour towards customer (ECB-C) facilitates this relationship.Design/methodology/approachThis study used a descriptive quantitative, non-experimental research method using a cross-sectional design with a self-administered questionnaire. In total, 415 department store customers in Australia responded to the survey through an online panel provider.FindingsResults confirmed the significance of all relationships between physical and social storescape factors, customer satisfaction (CS) and loyalty, except the direct effect of physical factors on CL. The findings also highlighted the interaction effect of ECB-C in the relationship between storescape factors, satisfaction and CL, indicating that these effects are stronger at higher levels of ECB-C than lower levels.Practical implicationsThe study provides insights for department store retailers, practitioners and marketing managers into the role of ECB-C in forming and shaping CS and loyalty, especially when there is a lack of storescape effect on CS and loyalty.Originality/valueThis study extends the consecutive relationship of the stimulus–organism–response (SOR) model by adding ECB-C as a moderator. The study employed resource exchange (RE) theory to investigate the direct effect of storescape on CL beyond its indirect effect through organism suggested by the SOR model.

Does pickup service quality explain buy online pickup in-store service user's citizenship behavior? Moderating role of product categories and gender

“…, 2022), storescape and employee citizenship (Gorji et al. , 2021a, b) and retail store environment (Gorji et al. , 2021a, b).…”

“…, 2021a, b) and retail store environment (Gorji et al. , 2021a, b). However, offline in-store pickup service quality was given little attention, even when it significantly impacted omnichannel retail success.…”

The Role of Shopping Values, Cognitive and Affective Evaluations on the Relationship between Store Environment and Store Patronage Intention: A Future Research Agenda

“…Most of the prior studies (Kim & Moon, 2009;Wu et al, 2013) focused on retailing, employed the S-O-R model and examined the indirect relationship between stimuli and response through emotions. Few studies (Chang et al, 2015;Gorji et al, 2021) utilized customer satisfaction as an emotion with proper justifications to study the association between storescape and behavioural intentions. The study conducted by Kumar and Kim (2014) operationalized the affective evaluations toward a store based on the scale developed by Eroglu et al (2003) with four items related to emotions: excitement, interest, appeal and sensation.…”

“…Resource Exchange (RE) Theory is widely used to explain human behaviour, especially consumer behaviour. This theory focuses on resource exchange between one entity and another entity and the exchange principle within a social interaction or relationship (Gorji et al, 2021). According to Foa and Foa (2012), if individuals receive beneficial resources from other parties, they will direct their reciprocation efforts.…”

Pengaruh Retail Atmospherics, Shopper Trust, dan Corporate Reputation terhadap Repatronage Intention di Minimarket Jakarta

“…Hasil yang sama juga didapatkan oleh Childs et al (2020) bahwa instore factors meliputi in-store ambience, space in store mempengaruhi consumers're-patronage intention. Berbeda halnya dengan penelitian yang dilakukan Gorji et al (2021), physical storescape tidak mempengaruhi customer loyalty secara langsung, tetapi mempengaruhi customer loyalty secara tidak langsung melalui variabel mediasi. Selain retail atmospherics, shopper trust juga merupakan salah satu faktor yang mempengaruhi repatronage intention.…”