Statement of Problems

In this very aggressive retail environment, it is important for retailers to be different and to stand out in the maze of shopping strategies. Without a doubt, retailers spend enormously to design, build and furnish their establishments. Aggressive competition has moved many retailers to employ the store environment as a source of differential advantage [4, 7]. The differentiating factor that can be adopted by retailers is through their servicescape that is tailored to meet customers' needs, not only in terms of products, convenience and pricing but also in providing an enjoyable and, possibly, exciting shopping atmosphere [8–11]. This is supported by Bodhani [12] who asserted that the retail brick and mortar shopping experience needs an injection of excitement through retail environment experiences which consumers could not get from online shopping. Some retailers and their technology partners however have started using technology to personalize the customers shopping experience. In response to these changes, new elements of servicescape have emerged which are influencing shoppers' retail experience.

Such experiences are related to the experiential values which shoppers seek when selecting shopping outlets. Experiential values are linked to elements of experiential marketing where the creation of holistic customer experiences is derived through rational and sensory emotive consumption motivations [13]. As such, it is envisaged that shoppers who experienced a positive emotive expression in their shopping tasks brought about by servicescape elements are more likely to become repeat patrons. Thus, this study seeks to clarify such an association between

the servicescape, experiential values and loyalty intention when shoppers are more inclined to visit the shopping outlet again and therefore leading to the assumption of loyalty intention.

Research Objectives

The study is essentially a part of a much larger study that focuses on aspects of servicescapes, experiential value and loyalty intention among shoppers of department stores. For this paper, the following research objectives are outlined:

Objective 1: To determine whether servicescape has significant relationship with loyalty intention among shoppers of department stores

Objective 2: To assess the influence of experiential values on loyalty intention among shoppers of department stores

Objective 3: To measure the mediating effect of experiential value on the relationship between servicescape and loyalty intention

< Prev   CONTENTS   Next >