University of Twente Student Theses
Pleasure or expertise : The interaction effect of scent and staff appearance on the store experience in footwear retail
Nijhof, Len (2024) Pleasure or expertise : The interaction effect of scent and staff appearance on the store experience in footwear retail.
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| Abstract: | This field study conducted experimental research in a real-world footwear store, called Nijhof Schoenen in Hengelo. This research aimed to examine the combined effect of scent (leather vs. floral scent) and staff appearance (formal vs. informal staff appearance) on the store experience in physical footwear. The moderating role of shopping orientation (utilitarian vs. hedonistic customers) and the mediating role of customer trust were also studied. This study (n = 363) showed that informal staff appearance results in pleasure among hedonistic-driven customers, positive store experiences significantly increased loyalty intentions, and higher expertise impressions increased pleasure. However, no other conclusions regarding the effect of scent and staff appearance can be drawn. As the study sample consisted of devoted customers, the findings may be explained by participants' prior store loyalty, and respondents might have provided answers based on their broad expe riences rather than their specific store experience. Future studies should explore non-loyal research participants, using a variety of measures and research settings, to obtain deeper insights into the effect of scent and staff appearance in retail. It could also be beneficial to increase the body of research on what store atmospherics contribute to loyalty intentions that eventually drive retail sales. |
| Item Type: | Essay (Master) |
| Clients: | Nijhof Schoenen B.V., Hengelo (ov), The Netherlands |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/98327 |
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