Store Atmosphere Effects on Customer Perceptions of the Retail Salesperson

Previous studies have neglected the impact of a good salesperson when creating a pleasurable store experience for a customer, focusing their attention to store atmospherics. Yet with the shift to relationship-based selling, a retail salesperson can decide the fate of customer expenditure and future patronage behaviour. This paper explores how store atmospherics and retail salespeople interrelate with re-patronage intentions. Findings reveal that store atmosphere does not have a direct relationship with patronage intentions, but does influence customer’s perceptions of the retail salesperson. Satisfaction mediates the relationship between the retail salesperson and patronage intentions.



Citation:

Natalie Hedrick, Harmen Oppewal, and Michael Beverland (2006) ,"Store Atmosphere Effects on Customer Perceptions of the Retail Salesperson", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 96-97.

Authors

Natalie Hedrick, Department of Marketing, Monash University, Australia
Harmen Oppewal, Department of Marketing, Monash University, Australia
Michael Beverland, Department of Management, University of Melbourne, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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