Store Atmospherics for Senior Consumers: A Conceptual Model and Propositions
Keywords:
Store Atmospherics, Senior Consumers, S-O-R Model, Perceived Service Quality, Re-patronage intentionAbstract
There is a scarcity of researches on experiences of senior consumers towards retail atmospherics in Thailand, despite the fact that there is a tendency to increase number of senior population. Moreover, appropriate store atmospherics will lead senior consumers to support stores. As a result, a conceptual model was proposed which examines the influence of store atmospherics on re-patronage intentions by having perceived service quality as a mediate variable. A Stimulus-Organism-Response (S-O-R) framework was used as the basis of the model for describing relationships between store atmospherics, perception of service quality and re-patronage intentions. Propositions of the model were presented in this article. In addition, research implications for future researches were proposed such as studying product factors in store atmospherics and deciding to be store memberships, participating in long term sales promotion programs and purchasing gift cards as other responses. In addition, a direct impact between store atmospherics and re-patronage intentions should be conducted in the future.
References
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ปราณิดา ศยามานนท์. (2558). สังคมผู้สูงอายุ... โจทย์ใหญ่ที่ธุรกิจค้าปลีกต้องเตรียมรับมือ. ค้นเมื่อ 6 มิถุนายน 2559 จาก, http://www.bangkokbiznews.com/blog/detail/634868.
วราภรณ์ ลิ้มเปรมวัฒนา และอนุสรณ์ จันดาแสง. (2558). การวิเคราะห์องค์ประกอบปัจจัยที่มีผลต่อพฤติกรรมการใช้จ่ายของผู้สูงอายุในเขตกรุงเทพมหานคร. วารสารวิชาการสมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทย, 21(1), 179-188.
มูลนิธิสถาบันวิจัยและพัฒนาผู้สูงอายุไทย. (2556). สถานการณ์ผู้สูงอายุไทย พ.ศ. 2556. ค้นเมื่อ 15 มีนาคม 2559, จาก http://thaitgri.org/?p=36172.
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ศิริรัตน์ อ่อนดี. (2558). พฤติกรรมของผู้สูงอายุ. ค้นเมื่อ 6 มิถุนายน 2559 จาก, http://region4.prd.go.th/ewt_news.php?nid=66887&filename=index
เยาวภา จันทร์พวง และกาญจนา สุคัณธสิริกุล, (2559). ลักษณะรูปแบบการดำเนินชีวิตของผู้สูงอายุ และการตัดสินใจซื้อผลิตภัณฑ์เสริมอาหารประเภทวิตามินในประเทศไทย. วารสารการบัญชีและการจัดการ, 8(1), 47-58.
Baker, J. (1986). The role of the environment in marketing services: The consumer perspective, Cited in Baker, J., Levy, M. and Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4), 445-460.
Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66, 120-141.
Beneke, J., Frey, N., Chapman, R., Mashaba, N., & Howie, T. (2011). The grey awakening: a South African perspective. Journal of Consumer Marketing, 28(2), 114–124.
Berman, B. & Evans, J. R. (1979). Retailing management: A strategic approach. New York: Macmillan.
Bitner, M. J. (1992), Services capes: The impact of physical surroundings on customers and employees. Journal of Marketing, 36, 57-71.
Briesch, R.A., Chintagunta, P.K. & Fox, E.J. (2009). How does assortment affect grocery store choice?. Journal of Marketing Research, XLVI (April 2009), 176–189
Chang, H. J., Cho, H. J., Turner, T., Gupta, M., & Watchravesringkan, K. (2015). Effects of store attributes on retail patronage behaviors. Journal of Fashion Marking and Management, 19(2), 136-153.
Chen, H. S. & Hsieh, T. (2011). The effect of atmosphere on customer perceptions and customer behavior responses in chain store supermarkets. African Journal of Business Management, 5(24), 10054-10066.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
Donovan, R. J., & Rossiter, R. R . (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Donovan, R. J., Rossiter, R. R., Marcoolyn, F., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
Economic Intelligence Center. (2015). เจาะธุรกิจขานรับสังคมผู้สูงอายุ. ค้นเมื่อ 9 กรกฎาคม 2559 จาก, https://www.scbeic.com/th/detail/product/1675
Grewal, D., Roggeveen, A.L., Puccinelli, N.M. & Spence, C. (2014). Retail Atmospherics and In-Store Nonverbal Cues: An Introduction, Journal of Psychology and Marketing. 31(7), 469–471.
Ha, J., & Jang, S. C. (2012). The Effects of dining atmospherics on behavioral intentions through quality perception, Journal of Services Marketing. 26(3), 204-215.
Hillery, J. J., Kang, J., & Tuan, W. J. (1997). The difference between elderly consumers’ satisfaction levels and retail sales personnel’s perceptions. International Journal of Retail & Distribution Management, 25(4), 126-137.
Hooper, F., & Coughlan, J. (2013). The servicescape as an antecedent to service quality and behavioral intentions. Journal of Services Marketing, 27(4), 271–280.
Huber, B. (2005). Implementing the madrid plan of action on ageing. Retrieved July 18, 2016, from http://www.un.org/esa/population/meetings/EGMPopAge/EGMPopAge_21_RHuber.pdf.
Kolter, P. (1973). Atmospherics as a marketing tool. Cited in Turley, L.W. and Milliman, R. E. (2000). Atmospheric effects on shopping behaviour: A review of the experimental evidence. Journal of Business Research, 49 (2), 193-211.
Lam, S. Y. (2001). The effects of store environment on shopping behaviors: a critical review. Journal of Advances in Consumer Research, 28, 190-197.
Lee, H. J., Fairhurst, A. E., & Lee, M. Y. (2009). The importance of self-service kiosks in developing consumers' retail patronage intentions. Journal of Managing Service Quality, 19(6), 687–701.
Lee, H. J. & Yang, K. (2013). Interpersonal service quality, self-service technology (SST) service quality, and retail patronage. Journal of Retailing and Consumer Services, 20 (2013), 51–57.
Leventhal, R. C. (1997). Aging consumers and their effects on the marketplace. Journal of Consumer Marketing, 14(4), 276-281.
Li, M., Choi, T. Y., Rabinovich, E., & Crawford, A. (2013). Self-service operations at retail stores: The role of inter-customer interactions. Journal of Production and Operations Management, 22(4), 888–914.
Lin, M. Q. & Chiang, Y. F. (2010). The influence of store environment on perceived experiential value and behavior intention. Journal of Asia Pacific Management Review, 15(2), 281-299.
Lu, Y. & Seock, Y. K. (2008). The influence of grey consumers' service quality perception on satisfaction and store loyalty behavior. International Journal of Retail & Distribution Management, 36(11), 901-918.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cited in Donovan, R. J., & Rossiter, R. R . (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Mehta, R., Sharma, N. K., & Swami, S. (2013). The impact of perceived crowding on consumers’ store patronage intentions: Role of optimal stimulation level and shopping motivation. Journal of Marketing Management, 29(7–8), 812–835.
Meneely, L., Burns, A., & Strugnell, C. (2009). Age associated changes in older consumers retail behavior. International Journal of Retail & Distribution Management, 37(12), 1041-1056.
Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of marketing, 46, 86-91.
Molina, A., Martin, V. J., Santos, J., & Aranda, E. (2009). Consumer service and loyalty in Spanish grocery store retailing: An empirical study. International Journal of Consumer Studies, 33, 477-485.
Moschis, G., Curasi, C., & Bellenger, D. (2004). Patronage motives of mature consumers in the selection of food and grocery stores. Journal of Consumer Marketing, 21(2), 123–133.
Moschis, G. P., & Bovell, L. (2013). Marketing pharmaceutical and cosmetic products to the mature market. International Journal of Pharmaceutical and Healthcare Marketing, 7(4), 357-373.
Nisco, A, D., & Warnaby, G. (2013). Shopping in downtown: The effect of urban environment on service quality perception and behavioural intentions. International Journal of Retail & Distribution Management, 41(9), 654-670.
Parasuraman, A., Berry, L., & Zeithaml, V. (1991). Refinement and Reassessment of the SERVQUAL scale. Cited in Parasuraman, A., Zeithaml, V., & Berry, L. (1994). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of retailing, 70(3), 201-230.
Parasuraman, A., ZeithamI, V. A., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.
Parasuraman, A., ZeithamI, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40.
Parasuraman, A., Zeithaml, V., & Berry, L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of retailing, 70(3), 201-230.
Rajic, T. & Dado, J. (2013). Modelling the relationships among retail atmospherics, service quality, satisfaction and customer behavioral intentions in an emerging economy context. Journal of Total Quality Management, 24(9), 1096-1110.
Raphaëlle, L.P., & Gilles, L. (2010). Why do older consumers buy older brands? The role of attachment and ideclining innovativeness. Journal of Marketing, 74(5), 104-121.
Ray, I., & Chiagouris, L. (2009). Customer retention: Examining the roles of store affect and store loyalty as mediators in the management of retail strategies. Journal of Strategic Management, 17(1), 1-20.
Sherman, E., Mathur, A., & Smith, R. B. (1997) Store environment and consumer purchase behavior: mediating role of consumer emotions. Journal of Psychology & Marketing, 14(4), 361-378.
Spangenberg, E. R., Crowley, A. E., & Henderson, P. W. (1996). Improving the store environment: Do factory cues affect evaluations and behaviors?. Journal of Marketing, 60, 67-60.
Teller, C., Gittenberger, E., & Schnedlitz, P. (2013). Cognitive age and grocery-store patronage by elderly shoppers. Journal of Marketing Management, 29(3-4), 317-337.
Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10, 193–200.
Turley, L. W., & Chebat, J. C. (2002). Linking retail strategy, atmospheric design and shopping behaviour. Journal of Marketing Management, 18, 125-144.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behaviour: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
Va´zquez, R., Rodrı́guez-Del Bosque, I. A., Dı́az, A. M., & Ruiz, A. V. (2001). Service quality in supermarket retailing: identifying critical service experiences. Journal of retailing and consumer services, 8(1), 1-14.
Vida, I. (2008). The impact of atmospherics on consumer beheviour: The case of the music fit in retail stores. Journal of Economic and Business Review, 10(1), 21-35.
World Health Organization. (2015). Ageing and health. Retrieved July 18, 2016, from http://www.who.int/mediacentre/factsheets/fs404/en/.
Yin, Y., Pei, E., & Ranchhod, A. (2013). The shopping experience of older supermarket Consumers. Journal of Enterprise Information Management, 26(4), 444 – 471.
ปราณิดา ศยามานนท์. (2558). สังคมผู้สูงอายุ... โจทย์ใหญ่ที่ธุรกิจค้าปลีกต้องเตรียมรับมือ. ค้นเมื่อ 6 มิถุนายน 2559 จาก, http://www.bangkokbiznews.com/blog/detail/634868.
วราภรณ์ ลิ้มเปรมวัฒนา และอนุสรณ์ จันดาแสง. (2558). การวิเคราะห์องค์ประกอบปัจจัยที่มีผลต่อพฤติกรรมการใช้จ่ายของผู้สูงอายุในเขตกรุงเทพมหานคร. วารสารวิชาการสมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทย, 21(1), 179-188.
มูลนิธิสถาบันวิจัยและพัฒนาผู้สูงอายุไทย. (2556). สถานการณ์ผู้สูงอายุไทย พ.ศ. 2556. ค้นเมื่อ 15 มีนาคม 2559, จาก http://thaitgri.org/?p=36172.
สำนักงานสถิติแห่งชาติ. 2557. รายงานเชิงวิเคราะห์ เรื่อง ปัจจัยที่มีผลต่อการใช้อินเตอร์เน็ตของผู้สูงอายุในประเทศไทย พ.ศ. 2557. ค้นเมื่อ 9 กรกฎาคม 2559 จาก, http://service.nso.go.th/nso/nsopublish/ themes/files/elderlyInternet57.pdf.
ศิริรัตน์ อ่อนดี. (2558). พฤติกรรมของผู้สูงอายุ. ค้นเมื่อ 6 มิถุนายน 2559 จาก, http://region4.prd.go.th/ewt_news.php?nid=66887&filename=index
เยาวภา จันทร์พวง และกาญจนา สุคัณธสิริกุล, (2559). ลักษณะรูปแบบการดำเนินชีวิตของผู้สูงอายุ และการตัดสินใจซื้อผลิตภัณฑ์เสริมอาหารประเภทวิตามินในประเทศไทย. วารสารการบัญชีและการจัดการ, 8(1), 47-58.
Baker, J. (1986). The role of the environment in marketing services: The consumer perspective, Cited in Baker, J., Levy, M. and Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4), 445-460.
Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66, 120-141.
Beneke, J., Frey, N., Chapman, R., Mashaba, N., & Howie, T. (2011). The grey awakening: a South African perspective. Journal of Consumer Marketing, 28(2), 114–124.
Berman, B. & Evans, J. R. (1979). Retailing management: A strategic approach. New York: Macmillan.
Bitner, M. J. (1992), Services capes: The impact of physical surroundings on customers and employees. Journal of Marketing, 36, 57-71.
Briesch, R.A., Chintagunta, P.K. & Fox, E.J. (2009). How does assortment affect grocery store choice?. Journal of Marketing Research, XLVI (April 2009), 176–189
Chang, H. J., Cho, H. J., Turner, T., Gupta, M., & Watchravesringkan, K. (2015). Effects of store attributes on retail patronage behaviors. Journal of Fashion Marking and Management, 19(2), 136-153.
Chen, H. S. & Hsieh, T. (2011). The effect of atmosphere on customer perceptions and customer behavior responses in chain store supermarkets. African Journal of Business Management, 5(24), 10054-10066.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
Donovan, R. J., & Rossiter, R. R . (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Donovan, R. J., Rossiter, R. R., Marcoolyn, F., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
Economic Intelligence Center. (2015). เจาะธุรกิจขานรับสังคมผู้สูงอายุ. ค้นเมื่อ 9 กรกฎาคม 2559 จาก, https://www.scbeic.com/th/detail/product/1675
Grewal, D., Roggeveen, A.L., Puccinelli, N.M. & Spence, C. (2014). Retail Atmospherics and In-Store Nonverbal Cues: An Introduction, Journal of Psychology and Marketing. 31(7), 469–471.
Ha, J., & Jang, S. C. (2012). The Effects of dining atmospherics on behavioral intentions through quality perception, Journal of Services Marketing. 26(3), 204-215.
Hillery, J. J., Kang, J., & Tuan, W. J. (1997). The difference between elderly consumers’ satisfaction levels and retail sales personnel’s perceptions. International Journal of Retail & Distribution Management, 25(4), 126-137.
Hooper, F., & Coughlan, J. (2013). The servicescape as an antecedent to service quality and behavioral intentions. Journal of Services Marketing, 27(4), 271–280.
Huber, B. (2005). Implementing the madrid plan of action on ageing. Retrieved July 18, 2016, from http://www.un.org/esa/population/meetings/EGMPopAge/EGMPopAge_21_RHuber.pdf.
Kolter, P. (1973). Atmospherics as a marketing tool. Cited in Turley, L.W. and Milliman, R. E. (2000). Atmospheric effects on shopping behaviour: A review of the experimental evidence. Journal of Business Research, 49 (2), 193-211.
Lam, S. Y. (2001). The effects of store environment on shopping behaviors: a critical review. Journal of Advances in Consumer Research, 28, 190-197.
Lee, H. J., Fairhurst, A. E., & Lee, M. Y. (2009). The importance of self-service kiosks in developing consumers' retail patronage intentions. Journal of Managing Service Quality, 19(6), 687–701.
Lee, H. J. & Yang, K. (2013). Interpersonal service quality, self-service technology (SST) service quality, and retail patronage. Journal of Retailing and Consumer Services, 20 (2013), 51–57.
Leventhal, R. C. (1997). Aging consumers and their effects on the marketplace. Journal of Consumer Marketing, 14(4), 276-281.
Li, M., Choi, T. Y., Rabinovich, E., & Crawford, A. (2013). Self-service operations at retail stores: The role of inter-customer interactions. Journal of Production and Operations Management, 22(4), 888–914.
Lin, M. Q. & Chiang, Y. F. (2010). The influence of store environment on perceived experiential value and behavior intention. Journal of Asia Pacific Management Review, 15(2), 281-299.
Lu, Y. & Seock, Y. K. (2008). The influence of grey consumers' service quality perception on satisfaction and store loyalty behavior. International Journal of Retail & Distribution Management, 36(11), 901-918.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cited in Donovan, R. J., & Rossiter, R. R . (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Mehta, R., Sharma, N. K., & Swami, S. (2013). The impact of perceived crowding on consumers’ store patronage intentions: Role of optimal stimulation level and shopping motivation. Journal of Marketing Management, 29(7–8), 812–835.
Meneely, L., Burns, A., & Strugnell, C. (2009). Age associated changes in older consumers retail behavior. International Journal of Retail & Distribution Management, 37(12), 1041-1056.
Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of marketing, 46, 86-91.
Molina, A., Martin, V. J., Santos, J., & Aranda, E. (2009). Consumer service and loyalty in Spanish grocery store retailing: An empirical study. International Journal of Consumer Studies, 33, 477-485.
Moschis, G., Curasi, C., & Bellenger, D. (2004). Patronage motives of mature consumers in the selection of food and grocery stores. Journal of Consumer Marketing, 21(2), 123–133.
Moschis, G. P., & Bovell, L. (2013). Marketing pharmaceutical and cosmetic products to the mature market. International Journal of Pharmaceutical and Healthcare Marketing, 7(4), 357-373.
Nisco, A, D., & Warnaby, G. (2013). Shopping in downtown: The effect of urban environment on service quality perception and behavioural intentions. International Journal of Retail & Distribution Management, 41(9), 654-670.
Parasuraman, A., Berry, L., & Zeithaml, V. (1991). Refinement and Reassessment of the SERVQUAL scale. Cited in Parasuraman, A., Zeithaml, V., & Berry, L. (1994). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of retailing, 70(3), 201-230.
Parasuraman, A., ZeithamI, V. A., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.
Parasuraman, A., ZeithamI, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40.
Parasuraman, A., Zeithaml, V., & Berry, L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of retailing, 70(3), 201-230.
Rajic, T. & Dado, J. (2013). Modelling the relationships among retail atmospherics, service quality, satisfaction and customer behavioral intentions in an emerging economy context. Journal of Total Quality Management, 24(9), 1096-1110.
Raphaëlle, L.P., & Gilles, L. (2010). Why do older consumers buy older brands? The role of attachment and ideclining innovativeness. Journal of Marketing, 74(5), 104-121.
Ray, I., & Chiagouris, L. (2009). Customer retention: Examining the roles of store affect and store loyalty as mediators in the management of retail strategies. Journal of Strategic Management, 17(1), 1-20.
Sherman, E., Mathur, A., & Smith, R. B. (1997) Store environment and consumer purchase behavior: mediating role of consumer emotions. Journal of Psychology & Marketing, 14(4), 361-378.
Spangenberg, E. R., Crowley, A. E., & Henderson, P. W. (1996). Improving the store environment: Do factory cues affect evaluations and behaviors?. Journal of Marketing, 60, 67-60.
Teller, C., Gittenberger, E., & Schnedlitz, P. (2013). Cognitive age and grocery-store patronage by elderly shoppers. Journal of Marketing Management, 29(3-4), 317-337.
Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10, 193–200.
Turley, L. W., & Chebat, J. C. (2002). Linking retail strategy, atmospheric design and shopping behaviour. Journal of Marketing Management, 18, 125-144.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behaviour: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
Va´zquez, R., Rodrı́guez-Del Bosque, I. A., Dı́az, A. M., & Ruiz, A. V. (2001). Service quality in supermarket retailing: identifying critical service experiences. Journal of retailing and consumer services, 8(1), 1-14.
Vida, I. (2008). The impact of atmospherics on consumer beheviour: The case of the music fit in retail stores. Journal of Economic and Business Review, 10(1), 21-35.
World Health Organization. (2015). Ageing and health. Retrieved July 18, 2016, from http://www.who.int/mediacentre/factsheets/fs404/en/.
Yin, Y., Pei, E., & Ranchhod, A. (2013). The shopping experience of older supermarket Consumers. Journal of Enterprise Information Management, 26(4), 444 – 471.
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30-07-2018
How to Cite
ดุรงค์ดำรงชัย ฐ., วาทกิจ อ., & พลศรีเลิศ พ. (2018). Store Atmospherics for Senior Consumers: A Conceptual Model and Propositions. Journal of Accountancy and Management, 10(2), 1–12. Retrieved from https://so02.tci-thaijo.org/index.php/mbs/article/view/235648
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