Store Attributes: A Sustainable Strategy to Influence Customer Satisfaction and Purchase Intention

Low Foong Peng, Zubair Hassan, Abdul Basit

Abstract


This research examines the influence of store attributes namely store assortment, aesthetics, store convenience, and store service and customer relation on customer satisfaction and purchase intention. A sample of 373 customers were used to collect data using convenient sampling methods at the time of shopping from various hypermarkets located in Selangor. A Likert-scale questionnaire from 1 to 5 was used to measure the items. To analyses the data, SPSS and AMOS software were used. The path analysis showed that store assortment, aesthetics and store convenience had a positive and significant impact on customer satisfaction and purchase intention except store service and customer relation. Therefore, it is very vital for retail managers and marketers to promote these attributes and make it visible for customers to increase satisfaction and purchase volumes. This research potentially contributes to develop and implement more successful relationship marketing strategies for retailers and managers. Also future researchers could emphasis on extending this research by comparing local and foreign hypermarkets attribute and whether there exit any difference in the eyes of customer.


Keywords


store attributes; customer satisfaction; purchase intention; hypermarket; Malaysia

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References


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DOI: https://doi.org/10.28992/ijmbe.v1i1.51

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