Retail store community and its impact on store success
Purpose: The purpose of the study was to examine the potential outcomes of consumers' intention to engage retail store community. The research question focused on: what impact will intention to engage retail store community have on store satisfaction, store commitment, shopping enjoyment and store employee trust? Design/methodology/approach: Survey data were collected from a national panel of 232 adult consumers in the USA. The theoretical model and hypotheses were tested using path analysis in AMOS. Findings: The model was supported. Intention to engage retail store community had a significant impact on store employee trust, shopping enjoyment, store satisfaction and store commitment. In addition, store employee trust and store satisfaction had a significant impact on store commitment. Research limitations/implications: The study identified a breadth of outcomes that result from an intention to engage with retail store community. Furthermore, the study is limited to a grocery shopping retail store context and only outcomes are identified. Practical implications: Managerially, retailers want to find innovative ways to compete in the marketplace, and the findings of this study highlight the benefits that can accrue to retailers who want to pursue a community strategy. Originality/value: Few papers have examined retail store brand communities, and none has identified the outcomes of intention to engage with retail store community.
Year of publication: |
2021
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Authors: | Peters, Cara ; Bodkin, Charles D. |
Published in: |
International Journal of Retail & Distribution Management. - Emerald, ISSN 0959-0552, ZDB-ID 2032071-1. - Vol. 49.2021, 6 (04.01.), p. 735-751
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Publisher: |
Emerald |
Saved in:
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