How the region's image and the customer's shopping experience influence the patronage intention in the high street retail agglomeration scenario
DOI:
https://doi.org/10.53946/rmrreview.v4i1.48Keywords:
Street retail agglomeration, Stable image, Quality of experience, Patronage intentionAbstract
Objective: This article aims to understand how the stable image of the region and the quality of the customer experience influence the patronage intention of street retail agglomerations through a survey of residents, customers and workers in a commercial district of a Brazilian city.
Methodology: This study is a quantitative, descriptive survey using primary data. Data was collected using an online questionnaire which was distributed to all individuals registered in the database of a Brazilian federal university. Structural equation modeling was used, using the SmartPLS 4 software.
Originality: The study brings new constructs to the relationship between high street retail agglomerations and patronage intention, namely the stable image of the region and the quality of the customer experience; a path that can help to build and understand the dynamics of place branding and place marketing, issues that are still little explored.
Main results: Results obtained via structural equation modeling indicate that both regional image and the quality of the customer experience mediate the impact of components of the retail cluster (i.e. store atmosphere and retailer mix) on the patronage intention in that location. In addition, a positive stable regional image enhances the consumer experience and increases their likelihood of making that shopping location their preferred option, i.e. there is a serial mediation relationship in the impact of retail elements on the degree of attractiveness of a neighborhood retail cluster.
Theoretical Contributions: The research contributes to the theory of high street retail agglomerations, since the discussion extends to a more complex and elevated level by bringing aspects that highlight the image of a place as being essential to the survival of retail, which also brings evidence that contributes to the discussion of place marketing and place branding.
Downloads
References
Afaq, Z., Gulzar, A., & Aziz, S. (2020). The effect of atmospheric harmony on re-patronage intention among mall consumers: the mediating role of hedonic value and the moderating role of past experience. Journal of Consumer Marketing, 37(5), 547-557. DOI: https://doi.org/10.1108/JCM-09-2018-2847
Ballantyne, P., Singleton, A., Dolega, L., & Credit, K. (2022). A framework for delineating the scale, extent and characteristics of American retail centre agglomerations. Environment and Planning B: Urban Analytics and City Science, 49(3), 1112-1128. https://doi.org/10.1177/23998083211040519 DOI: https://doi.org/10.1177/23998083211040519
Berman, B., & Evans, J. R. (2018). Retail Management a strategic approach. Pearson.
Bitner, M. J. (1992) Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57-71. DOI: https://doi.org/10.1177/002224299205600205
Blut, M., Teller, C., & Floh, A. (2018). Testing retail marketing-mix effects on patronage: A meta-analysis. Journal of retailing, 94(2), 113-135. https://doi.org/10.1016/j.jretai.2018.03.001 DOI: https://doi.org/10.1016/j.jretai.2018.03.001
Cetin, G., & Dincer, F. I. (2014). Influence of customer experience on loyalty and word-of- mouth in hospitality operations. Anatolia: An International Journal of Tourism and Hospitality Research, 25(2), 181–194. https://doi.org/10.1080/13032917.2013.841094 DOI: https://doi.org/10.1080/13032917.2013.841094
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-23. https://doi.org/10.1177/004728757901700404 DOI: https://doi.org/10.1177/004728757901700404
Dalmoro, M., Isabella, G., de Almeida, S. O., & dos Santos Fleck, J. P. (2019). Developing a holistic understanding of consumers’ experiences: An integrative analysis of objective and subjective elements in physical retail purchases. European Journal of Marketing, 53(10), 2054-2079. https://doi.org/10.1108/EJM-10-2016-0586 DOI: https://doi.org/10.1108/EJM-10-2016-0586
de Cosmo, L. M., Piper, L., Nataraajan, R., & Petruzzellis, L. (2022). The effects of circular format on store patronage: An Italian perspective. Journal of Business Research, 140, 430-438. https://doi.org/10.1016/j.jbusres.2021.11.013 DOI: https://doi.org/10.1016/j.jbusres.2021.11.013
de Jong, A., & de Ruyter, K. (2004). Adaptive versus proactive behavior in service recovery: the role of selfmanaging teams. Decision Sciences, Vol. 35, pp. 457-91. https://doi.org/10.1111/j.0011-7315.2004.02513.x DOI: https://doi.org/10.1111/j.0011-7315.2004.02513.x
Dennis, C., Newman, A., & Marsland, D. (2005). Objects of Desire: Consumer Behaviour in Shopping Centre Choices. Basingstoke: Palgrave MacMillan. DOI: https://doi.org/10.1057/9780230509481
Etgar, M., & Fuchs, G. (2009). Why and How Service Quality Perceptions Impact Consumer Responses. Managing Service Quality, 19, 474-485.
http://dx.doi.org/10.1108/09604520910971566 DOI: https://doi.org/10.1108/09604520910971566
Fink, A. (2015). How to conduct surveys: a step-by-step guide. 5th edition. Thousand Oaks: Sage Publications.
Finn, A., & Louviere, J. J. (1996). Shopping center image, consideration, and choice: anchor store contribution. Journal of Business Research, 35(3), 241-251. https://doi.org/10.1016/0148-2963(95)00129-8 DOI: https://doi.org/10.1016/0148-2963(95)00129-8
Gronroos, C. (1993). Marketing: gerenciamento e serviços – a competição por serviços na hora da verdade. Rio de Janeiro: Campus.
Gupta, S., & Vajic, M. (1999). The contextual and dialectical nature of experiences. Scientific Reserch: An Academic Publisher, 33–51. https://doi.org/10.4135/9781452205564.n2 DOI: https://doi.org/10.4135/9781452205564.n2
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. DOI: https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Hult, G.T.M., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications: New York, NY, USA.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). Advanced issues in partial least squares structural equation modeling (PLS-SEM). Thousand Oaks: Sage. DOI: https://doi.org/10.3926/oss.37
Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011) PLS-SEM: indeed a silver bullet. J. Market. Theory Pract, 18(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202 DOI: https://doi.org/10.2753/MTP1069-6679190202
Hart, C., Farrell, A. M. M., Stachow, G., Reed, G., & Cadogan, J. W. (2007). Enjoyment of the Shopping Experience: Impact on Customers' Repreferência pelo local de comprass and Gender Influence. The Service Industries Journal, Taylor & Francis Journals, 27(5), 583-604. https://doi.org/10.1080/02642060701411757 DOI: https://doi.org/10.1080/02642060701411757
Hart, C., Stachow, G., & Cadogan, J. W. (2013). Conceptualising town centre image and the customer experience. Journal of Marketing Management, 29(15/16), 1753–1781. https://doi.org/10.1080/0267257X.2013.800900 DOI: https://doi.org/10.1080/0267257X.2013.800900
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8 DOI: https://doi.org/10.1007/s11747-014-0403-8
Ingene, C. A. (1984). Productivity and functional shifting in spatial retailing: private and social perspectives. Journal of Retailing, 60(3), 15–36.
Jenkins, O. (1999). Understanding and measuring tourist destination images. International Journal of Tourism Research, 1(1), 1-15. https://doi.org/10.1002/(SICI)1522-1970(199901/02)1:1%3C1::AID-JTR143%3E3.0.CO&2-L DOI: https://doi.org/10.1002/(SICI)1522-1970(199901/02)1:1<1::AID-JTR143>3.3.CO;2-C
Kim, H. B. & Lee, S. (2015) Impacts of city personality and image on revisit intention. International Journal of Tourism Cities, 1(1), 50–69. https://doi.org/10.1108/IJTC-08-2014-0004 DOI: https://doi.org/10.1108/IJTC-08-2014-0004
Kim, H., & Choi, B. (2013). The influence of customer experience quality on customers‟ behavioral intentions. Services Marketing Quarterly, 34(4), 322-338. https://doi.org/10.1080/15332969.2013.827068 DOI: https://doi.org/10.1080/15332969.2013.827068
Klaus, P. P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227-246. https://doi.org/10.2501/IJMR-2013-021 DOI: https://doi.org/10.2501/IJMR-2013-021
Klaus, P., & Maklan, S. (2012). EXQ: a multiple-scale for assessing service experience. Journal of Service Management, 23(1), 5–33. https://doi.org/10.1108/09564231211208952 DOI: https://doi.org/10.1108/09564231211208952
Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities and Nations, The Free Press, New York, NY.
Leo, P. Y. & J. Philippe. (2002). Retail Centres: Location and Customer Satisfaction. Service Industries Journal, 22(1), 122-146. https://doi.org/10.1080/714005055 DOI: https://doi.org/10.1080/714005055
Li, H., Lien, C. H., Wang, S. W., Wang, T. & Dong, W. (2021), Event and city image: the effect on revisit intention. Tourism Review, 76(1), 212-228. https://doi.org/10.1108/TR-10-2019-0419 DOI: https://doi.org/10.1108/TR-10-2019-0419
Malhotra, N. (2012). Pesquisa de marketing: uma orientação aplicada. 6. ed. Porto Alegre: Bookman.
Malhotra, N. K., Lopes, E. L., & Veiga, R. T. (2014). Modelagem de equações estruturais com Lisrel: uma visão inicial. Revista Brasileira de Marketing, 13(2), 28-43. https://doi.org/10.5585/remark.v13i2.2698 DOI: https://doi.org/10.5585/remark.v13i2.2698
Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Iosifidis, C., ... & Agha, R. (2020). The socio-economic implications of the coronavirus pandemic (COVID-19): A review. International journal of surgery, 78, 185-193. https://doi.org/10.1016/j.ijsu.2020.04.018 DOI: https://doi.org/10.1016/j.ijsu.2020.04.018
Oppewal, H. & H. Timmermans. (1997). Retailer Self-Perceived Store Image and Competitive Position. International Review of Retail, Distribution and Consumer Research, 7(1), 41- 59. https://doi.org/10.1080/095939697343120 DOI: https://doi.org/10.1080/095939697343120
Ringle, C. M., Silva, D. da, & Bido, D. D. S. (2014). Modelagem de equações estruturais com utilização do SmartPLS. Revista Brasileira de Marketing, 13(2), 56-73. https://doi.org/10.5585/remark.v13i2.2717 DOI: https://doi.org/10.5585/remark.v13i2.2717
Romiti, A., & Sarti, D. (2016). Service quality experience and customers’ behavioural intentions in active sport tourism. Modern Economy, 7(12), 1361. http://dx.doi.org/10.4236/me.2016.712127 DOI: https://doi.org/10.4236/me.2016.712127
Roy, S. (2018). Effects of customer experience across service types, customer types and time. Journal of Services Marketing, 32(4), 400-413. https://doi.org/10.1108/JSM-11-2016-0406 DOI: https://doi.org/10.1108/JSM-11-2016-0406
Schnedlitz, P., & Teller, C. (2008). Das Einkaufszentrum als Agglomerationsklasse – begriffliche Diskussion und empirische Evaluierung von Agglomerationseffekten [Shopping centers as a distinct agglomeration format – Conceptual discussion and empirical evaluation of agglomeration effects]. In M. Gruber (Ed.), Agglomerationseffekte und Bestandverhaeltnisse in Einkaufszentren [Agglomeration effects and leasing agreements in shopping centers] (1–52). Vienna: Manz.
Schuberth, F., Henseler, J., & Dijkstra, T. K. (2018). Confirmatory composite analysis. Frontiers in psychology, 9, 2541. https://doi.org/10.3389/fpsyg.2018.02541 DOI: https://doi.org/10.3389/fpsyg.2018.02541
Shankar, V., Smith, A. K. & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8 DOI: https://doi.org/10.1016/S0167-8116(03)00016-8
Shaw, G., & Williams, A. M. (1992). Tourism and Tourist Cultures in Europe: A Review of Recent Research. American Behavioral Scientist, 36(2), 155-171. https://doi.org/10.1177/0002764292036002004 DOI: https://doi.org/10.1177/0002764292036002004
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European journal of marketing. Vol. 53 No. 11, pp. 2322-2347 DOI: https://doi.org/10.1108/EJM-02-2019-0189
Short, J. R., & Kim, Y. H. (1998). Urban crises/urban representations: selling the city in difficult times. The entrepreneurial city: Geographies of politics, regime and representation, 55-75.
Singh, H., Naeem, H. A., Krubally, M., Balder, N., & Maaodhah, A. S. A. (2019). The impact of retailscape elements, customer mood and customer pleasure on customer re-patronage intentions. JIMS8M: The Journal of Indian Management & Strategy, 24(3), 17-24. http://dx.doi.org/10.5958/0973-9343.2019.00020.6 DOI: https://doi.org/10.5958/0973-9343.2019.00020.6
Sit, J., Merrilees, B., & Birch, D. (2003). Entertainment-seeking shopping centre patrons: the missing segments. International Journal of Retail & Distribution Management, 31(2), 80-94. https://doi.org/10.1108/09590550310461985 DOI: https://doi.org/10.1108/09590550310461985
Teller, C. (2008). Shopping streets versus shopping malls – Determinants of agglomeration format attractiveness from the consumers’ point of view. International Review of Retail, Distribution and Consumer Research, 18, 381–403. https://doi.org/10.1080/09593960802299452 DOI: https://doi.org/10.1080/09593960802299452
Teller, C., & Elms, J. (2010). Managing the attractiveness of evolved and created retail agglomerations formats. Marketing Intelligence & Planning, 28(1), 25-45. https://doi.org/10.1108/02634501011014598 DOI: https://doi.org/10.1108/02634501011014598
Teller, C., & Elms, J. R. (2012). Urban place marketing and retail agglomeration customers. Journal of Marketing Management, 28(5-6), 546-567. https://doi.org/10.1080/0267257X.2010.517710 DOI: https://doi.org/10.1080/0267257X.2010.517710
Teller, C., Elms, J. R., Thomson, J. A. & Paddison, A. R. (2010). Place marketing and urban retail agglomerations: an examination of shoppers’ place attractiveness perceptions. Place Branding and Public Diplomacy, 6(2), 124-133. https://doi.org/10.1057/pb.2010.11 DOI: https://doi.org/10.1057/pb.2010.11
Teller, C., Reutterer, T., & Schnedlitz, P. (2008). Hedonic and utilitarian shopper types in evolved and created retail agglomerations. The International Review of Retail, Distribution and Consumer Research, 18(3), 283-309. https://doi.org/10.1080/09593960802113877 DOI: https://doi.org/10.1080/09593960802113877
Teller, C., Wood, S., & Floh, A. (2016). Adaptive resilience and the competition between retail and service agglomeration formats: an international perspective. Journal of Marketing Management, 32(17-18), 1537-1561. https://doi.org/10.1080/0267257X.2016.1240705 DOI: https://doi.org/10.1080/0267257X.2016.1240705
Thurstain-Goodwin, M. and D. Unwin. (2000). Defining and delineating the central areas of towns for statistical monitoring using continuous surface representations. Trans. GIS 4(4), 305-317. https://discovery.ucl.ac.uk/id/eprint/1363/1/paper18.pdf DOI: https://doi.org/10.1111/1467-9671.00058
Upadhyaya, M., El-Shishini, H., Aziz, W., & Kumar, V. (2018). Retailscape: an exploration of the relevant dimensions and their impact on consumers’ behavioral intentions. Journal of Business and Retail Management Research, 12(4), 208-220. DOI: https://doi.org/10.24052/JBRMR/V12IS04/ART-21
Wakefield, K. L., & J. Baker. (1998). Excitement at the Mall: Determinants and Effects on Shopping Response. Journal of Retailing, 74(4), 515-39. https://doi.org/10.1016/S0022-4359(99)80106-7 DOI: https://doi.org/10.1016/S0022-4359(99)80106-7
Warnaby, G., & D. Medway. (2004). The Role of Place Marketing as a Competitive Response by Town Centres to Out-of-Town Retail Developments. International Review of Retail, Distribution and Consumer Research, 14(4), 457-77. https://doi.org/10.1080/0959396042000260898 DOI: https://doi.org/10.1080/0959396042000260898
Wrigley, N., & Lambiri, D. (2014). High street performance and evolution: A brief guide to the evidence. University of Southampton.
Yi, Y. & La, S. (2004). What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty. Psychology and Marketing, 21(5), 351–373. https://doi.org/10.1002/mar.20009 DOI: https://doi.org/10.1002/mar.20009
Yuo, T. S. T., & Tseng, T. A. (2021). The environmental product variety and retail rents on central urban shopping areas: A multi-stage spatial data mining method. Environment and Planning B: Urban Analytics and City Science, 48(8), 2167-2187. https://doi.org/10.1177/2399808320966607 DOI: https://doi.org/10.1177/2399808320966607
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Thiago de Andrade Guedes, Marcelo Moll Brandão, Celio Roberto de Oliveira Filho, Arthur França Sarcinelli
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
