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The effects of visual servicescapes elements on consumer-retailer relationship formation

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The effects of visual servicescapes elements on consumer-retailer relationship formation

Wang, Shuman (2016) The effects of visual servicescapes elements on consumer-retailer relationship formation. Masters thesis, Concordia University.

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Abstract

The effects of the retail environment on consumer perceptions and behaviors have been widely discussed. Recent research indicated that visual servicescapes of a retail environment affect consumers’ attitudes toward the retailer and the servicescapes, consumers’ perceptions of self-image congruity with the retailer, and consumers’ involvement with the retailer. The visual servicescapes also influence the formation of consumer-retailer relationships, which can be characterized as “perfect matches,” “mismatches,” “fair-weather friends,” “best friends,” and “acquaintances.” The purpose of the current research is threefold: (1) Building on recent quantitative findings, it develops a scale to measure the five consumer-retailer relationship types; (2) it empirically tests which visual servicescapes dimension has the most influence on the formation of consumer-retailer relationship; and (3) it seeks to replicate earlier findings regarding the effects of the visual servicescapes on consumers’ attitude toward a retailer, consumers’ self-image congruity with the retailer, and consumers’ involvement with the retailer.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Wang, Shuman
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:14 April 2016
Thesis Supervisor(s):Grohmann, Bianca
ID Code:981048
Deposited By: SHUMAN WANG
Deposited On:17 Jun 2016 14:55
Last Modified:18 Jan 2018 17:52

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