Evi Chatzopoulou, Markos-Marios Tsogas, Marina Kyriakou
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Structural equation modeling techniques were used to test the measurement using SmartPLS3 statistical software.FindingsThe results primarily confirm the multidimensionality and complexity of atmospherics in pharmacies and the consequent effect on customers’ emotional state. Emotions, amplified by repeat visitation, have both a direct and a mediated effect on customer loyalty while emotional attachment acts as the mediator.Originality/valueThe recent elevation of pharmacies from a mere convenient shopping destination of mostly emergency goods to a shopping alternative for a wide variety of well-being goods and services, necessitates the shift of focus of research from the technical expertise of the pharmacist to the enabling dimensions of the retailing environment. The paper answers this need and test the boundary conditions for the development of experience-rich emotions in retailing. The proposed model indicates the significant impact of atmospherics in customer decision-making even in the complex setting of pharmacies.","PeriodicalId":51402,"journal":{"name":"International Journal of Retail & Distribution Management","volume":" ","pages":""},"PeriodicalIF":5.5000,"publicationDate":"2021-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"Retail atmospherics in times of disruption: a PLS modeling approach of the role of emotions in a pharmacy environment\",\"authors\":\"Evi Chatzopoulou, Markos-Marios Tsogas, Marina Kyriakou\",\"doi\":\"10.1108/ijrdm-04-2021-0208\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeThe purpose of this paper is to investigate the effect of atmospheric cues encountered in the complex retail environment of pharmacies and, in addition, to test the boundary conditions for the formation of experience-rich emotions. Following this rationale, the research succeeds to partially explain patronage decisions and behavior in pharmacies.Design/methodology/approachA quantitative methodology was used, using a structured questionnaire. Data were collected using a multistage sampling approach of days of the week and times of each day, seeking responses from customers exiting three, aesthetically diverse types of pharmacies in the wider area of Athens, Greece. Structural equation modeling techniques were used to test the measurement using SmartPLS3 statistical software.FindingsThe results primarily confirm the multidimensionality and complexity of atmospherics in pharmacies and the consequent effect on customers’ emotional state. 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Retail atmospherics in times of disruption: a PLS modeling approach of the role of emotions in a pharmacy environment
PurposeThe purpose of this paper is to investigate the effect of atmospheric cues encountered in the complex retail environment of pharmacies and, in addition, to test the boundary conditions for the formation of experience-rich emotions. Following this rationale, the research succeeds to partially explain patronage decisions and behavior in pharmacies.Design/methodology/approachA quantitative methodology was used, using a structured questionnaire. Data were collected using a multistage sampling approach of days of the week and times of each day, seeking responses from customers exiting three, aesthetically diverse types of pharmacies in the wider area of Athens, Greece. Structural equation modeling techniques were used to test the measurement using SmartPLS3 statistical software.FindingsThe results primarily confirm the multidimensionality and complexity of atmospherics in pharmacies and the consequent effect on customers’ emotional state. Emotions, amplified by repeat visitation, have both a direct and a mediated effect on customer loyalty while emotional attachment acts as the mediator.Originality/valueThe recent elevation of pharmacies from a mere convenient shopping destination of mostly emergency goods to a shopping alternative for a wide variety of well-being goods and services, necessitates the shift of focus of research from the technical expertise of the pharmacist to the enabling dimensions of the retailing environment. The paper answers this need and test the boundary conditions for the development of experience-rich emotions in retailing. The proposed model indicates the significant impact of atmospherics in customer decision-making even in the complex setting of pharmacies.
期刊介绍:
The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.