Purpose: The purpose of the current paper is to examine the relationship between storescape (retail's physical and social environment factors) and customer loyalty (CL) and how employee citizenship behaviour towards customer (ECB-C) facilitates this relationship. Design/methodology/approach:...

Purpose: The purpose of this study is to investigate the impact of physical and social retail store environment, referred to as “storescape”, retail store attachment and employee citizenship behaviour towards customers on customer citizenship behaviour. Design/methodology/approach: The...