Title: Factors adversely influencing retail patronage: an empirical investigation in the USA

Authors: Michael J. Dotson, Dinesh S. Dave

Addresses: Department of Marketing, John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA. ' Department of Computer Information Systems, John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA

Abstract: Researchers have shown that there is a relationship between the retail environment and revenue in retail and service outlet stores, satisfaction and product selections and evaluations. A consumer|s retail experience is affected by their emotional states, retail store attributes and parking facilities. The purpose of the present study is to identify those factors likely to affect negatively retail patronage. Focus group interviews identified 19 negative attributes. A survey instrument was developed and randomly administered via mall intercept. The factors that adversely influence the retail consumer perceptions of a retail store in order of importance are personnel related, product and pricing related, hygiene related, store ambience, parking convenience and shopping convenience. Factor importance across demographic groups was analysed. The results of this study suggest the areas of potential concern to which retail management should develop proactive strategies. Finally, implications and directions for future research are discussed.

Keywords: customer satisfaction; customer dissatisfaction; customer expectations; retail business performance; retailing; retail patronage; USA; United States; retail management.

DOI: 10.1504/IJBPM.2008.015918

International Journal of Business Performance Management, 2008 Vol.10 No.1, pp.17 - 29

Published online: 02 Dec 2007 *

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