The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores

Many factors, both obvious and subtle, influence customers’ store patronage intentions. Using videotape technology that enabled us to experimentally manipulate the number of visible store employees, number of customers, and music, we test the relative importance of wait expectations and store atmosp...

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Bibliographic Details
Published in:Journal of retailing 2003-01, Vol.79 (4), p.259-268
Main Authors: Grewal, Dhruv, Baker, Julie, Levy, Michael, Voss, Glenn B
Format: Article
Language:English
Subjects:
Atmosphere
Customer
Patronage
Service
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Summary:Many factors, both obvious and subtle, influence customers’ store patronage intentions. Using videotape technology that enabled us to experimentally manipulate the number of visible store employees, number of customers, and music, we test the relative importance of wait expectations and store atmosphere evaluations on patronage intentions. These constructs are found to be critical antecedents of store patronage intentions in the context of the service-intensive retail store at which the model was tested. We also find support for the direct effects of gender on wait expectations and store atmosphere evaluations. We discuss some implications for retailing research and practice.
ISSN:0022-4359
1873-3271
DOI:10.1016/j.jretai.2003.09.006