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Storescape and customer loyalty: employee citizenship behaviour towards customers as a catalyst
Asia Pacific Journal of Marketing and Logistics ( IF 4.643 ) Pub Date : 2021-02-02 , DOI: 10.1108/apjml-02-2020-0100
Mohammadbagher Gorji , Sahar Siami , Louise Grimmer , Martin Grimmer

Purpose

The 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/approach

This 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.

Findings

Results 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 implications

The 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/value

This 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.



中文翻译:

商店景观和客户忠诚度:作为催化剂的员工对客户的公民行为

目的

当前论文的目的是检查店面(零售的物理和社会环境因素)与客户忠诚度 (CL) 之间的关系,以及员工对客户的公民行为 (ECB-C) 如何促进这种关系。

设计/方法/方法

本研究使用了一种描述性的定量非实验研究方法,使用横断面设计和自我管理的问卷调查。澳大利亚共有 415 名百货商店客户通过在线面板提供商对调查做出了回应。

发现

结果证实了物理和社会商店景观因素、客户满意度 (CS) 和忠诚度之间所有关系的重要性,除了物理因素对 CL 的直接影响。研究结果还强调了 ECB-C 在商店景观因素、满意度和 CL 之间关系中的交互作用,表明这些影响在 ECB-C 水平较高时比较低水平更强。

实际影响

该研究为百货商店零售商、从业人员和营销经理提供了有关 ECB-C 在形成和塑造客户服务和忠诚度方面的作用的见解,尤其是当商店景观对客户服务和忠诚度缺乏影响时。

原创性/价值

本研究通过添加 ECB-C 作为调节器,扩展了刺激-有机体-反应 (SOR) 模型的连续关系。该研究采用资源交换 (RE) 理论来研究商店景观对 CL 的直接影响,而不仅仅是通过 SOR 模型建议的有机体的间接影响。

更新日期:2021-02-02
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