The role of store atmosphere in developing customer loyalty: A study in big food retailing

Considering the service industries of the last two decades closely, retailing sector is one the challenging sectors due to globalizing thus; the emergence of international retail chains and new store formats, the developments in technology, communication and transportation, and the presence of today?s utilitarian and sophisticated consumers with different consumption habits and income levels.Customers expect to have a satisfactory shopping experience and enjoy their shopping in an attractive environment. One of the key factors influencing customers? shopping experience is store atmosphere, referring to the physical feeling a customer gets when visiting a store. Store atmosphere provides retailers to make customers feel satisfied and effects customers? decisions about spending more, shopping again and becoming more loyal.The main objective of this study is to find out the relationships between store atmosphere dimensions, and store loyalty intentions of the big food retailer store customers. In accordance with this purpose, subsequent to an in depth literature review, a conceptual framework is comprised and tested by means of statistical analysis of primary data collected by a questionnaire from 397 customers shopping from the big grocery retailers in the city of Izmir. The results of the study show that the store atmosphere is an important determinant of customer loyalty and there is a significant correlation between store atmosphere dimensions and store loyalty. As the level of perceived store atmosphere increases, so does the customer loyalty. The study also gives many implications for academical and practical use together with several recommendations for further research.Key Words: Big Food Retailing, Store Atmosphere, Customer Loyalty