10120130406004

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)
Volume 4, Issue 6, November - December (2013)

ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)
Volume 4, Issue 6, November - December (2013), pp. 21-35
© IAEME: www.iaeme.com/ijm.asp
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IJM
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ANTECEDENTS OF CUSTOMER SATISFACTION IN A RETAIL STORE
ENVIRONMENT AND ITS IMPACT ON TIME SPENT AND IMPULSE
BUYING
Dr. Bidyut Jyoti Gogoi
HOD (Department of Marketing; Research & FDP),
Indira School of Business Studies, Wakad, Pune

ABSTRACT
Changing customer needs and demands has made the retail environment highly competitive. The
growing number of organized retail outlets has even made the competition tougher than ever. The
various options available for the customers to shop have made them less loyal to any particular retailer.
At this point of time it becomes mandatory for the retailer to focus more on the Customer Satisfaction to
increase the sales revenue and also to make them loyal.
In this paper the researcher talks about the antecedents of Customer Satisfaction and its impact on
Time Spent by the customer in the retail outlet and Impulse Buying. Thus the author intends to say that
components of crowding viz. Human Crowding and Spatial Crowding may each have an impact on
Customer Emotions like Pleasure, Arousal and Dominance. These emotions Pleasure, Arousal and
Dominance may have a positive or a negative impact on the Customer Satisfaction. The Customer
Satisfaction may in turn have a positive or negative impact on the Time Spent on the retail outlet and
Impulse Buying.
Keywords: Arousal, Customer Satisfaction, Dominance, Human Crowding, Impulse Buying, Pleasure,
Spatial Crowding, and Time Spent.
INTRODUCTION
Retailers work on very small margins. The more the sales revenue the more will be the profit
margin. In order to increase the revenue the retailers have to pull in more crowds to the retail outlets.
More crowds will be pulled to the retail outlet if the customer likes the place, is accessible, convenient,
stores the products of customer’s choice and has a wide assortment of products.It is very important to the
retailer to increase the value of the elements in the retail value chain to pull in more customers. The more
the total satisfaction offered by the retailer the more will be the customer loyalty. In short the customer
will shop again in the retail outlet if he/she is totally satisfied.
21

In this paper the researcher intends to find out the impact of antecedents of Human behaviour viz.
crowding, emotional responses, and customer satisfaction on the time spent and impulse purchase made
by the customer.
Crowding is the presence of a high density of people per unit of space.However, in a supermarket
high density may impede mobility and decrease shop efficiency. The degree to which time effectiveness
is altered becomes important to the shopper. Desor (1972, p. 79) has stressed the interpersonal
determinantsof crowding by defining "being crowded'' as"receiving excessive stimulation from social
sources."The amount of total stimulation from boththe physical and the social environment affect the
individual's perception of a situation. The "richness of environmental resources" (Zlutnick and Altman,
1972) is definitely a factor.
Crowding can be of two natures, human crowding and spatial crowding. Emotional responses are
pleasure, arousal and dominance. Crowding effects the emotions of the customer by having a positive or
negative effect on pleasure and arousal and dominance. The emotions may in turn positively or
negatively impact the customer satisfaction level. The outcome of customer satisfaction is the amount of
time spent and impulse purchase made by the customer.
LITERATURE REVIEW
Customer satisfaction is dependent on several factors like crowding and emotional responses of
the customers. Crowding is a psychological perception which involves several environmental
variablesand individualistic variables with space constraints. Research findings suggest that crowding is
a functionof the situation including the difficulty of the task (Stokols, 1972); the amount of interpersonal
stimulation and interaction (Desor, 1970) (Ziutnlck and Altman, 1972); the individual's personal
characteristics such as aggressiveness (Stokois, et al., 1973); and the individual'sprevious experience and
expectations in the situation (Zlutnick and Aitman, 1972). Moreover, thepresence of these conditions
results in informationoverload, confusion, and frustrated goal seeking (Proshansky, et al., 1972). This
gives rise to a situation which may motivate or demotivate the customer shopping in the store.
Several studies (Stokols, 1976; Stokols, Rau, Pinner, &Schopler, 1973; Zlutnik& Altman,1972)
indicated that when the environments restrict or interfere with one’s activity, theindividual perceives
crowding. Thus, crowding can be said to result from a combinationof the perceived physical, social, and
personal factors and the interplay of these factorseven make the individual more sensitive to actual or
potential problems that may arisefrom scarce space (Stokols, 1972). It means that crowding results from
both the densitystimuli and personal perception to the environment (Stokols, 1972). Extending
theconcept, the empirical studies (Harrell et al., 1980; Machleit et al., 1994) identified twodimensions of
perception of crowding, human crowding and spatial crowding. Humancrowding refers to a closed,
confined feeling experienced from high human density andspatial crowding refers to feelings of restricted
physical body movement due to highspatial density.
The physical environment is an important element to evoking feelings of crowding orcrowding
stress (Eroglu& Harrell, 1986; Harrell et al., 1980). The physical environment, within the retailing
context, refers to the store layout, which are the arrangement of theamount and the size of merchandise
and fixtures within a given space (Berman &Evans, 1992). Appropriately allocating floor space for
fixtures, product groupings,traffic flow, department locations, and the space for merchandise can
contribute to anindividual’s sense of privacy, and was a major consideration for store managers
inreducing shoppers’ perceptions of crowding (Greenbaum&Greenbaum, 1981). Themain purpose of the
store layout design is to provide customers an adequate space tonavigate and shop easily (Levy &Weitz,
2001). Another purpose is to control trafficflow on the selling floor (Hasty & Reardon, 1996). The
influence of these layoutpatterns on perceived store crowding depends on their density levels, height of
fixtures,type of merchandise, and function of the displays.Since spatial crowding perceived by shoppers
may result from the combined feeling ofcrowding experienced when one shops at different areas of the
store plus the feelingevoked by the height of the ceiling and the lighting of the store, it is important
toinclude the impact of spatial crowding that is measured at various locations of the storesuch as grid
22

layout area, free-flow area, aisle table area, and cash register area and bythe effect of ceiling height and
lighting.
In an environmental research study, Stokols (1972) suggested that perceived crowdingunder a
dense setting can create tension as well as arousal.Pleasure is defined as the degree to which an individual
feels happy and joyful in aplace. Arousal is the degree to which an individual feels excited and stimulated
in thesituation.Dominance is the degree to which an individual feels free to act, or in controlof the
environment. Donovan and Rossiter (1982) tested the model of Mehrabian and Russell (1974) in a retail
setting and found that the pleasure and arousal dimension hada strong effect on customer behavior.
However, others argued that the results maydepend on environmental stimuli and the type of retail setting
(Turley & Milliman,2000; Yalch&Spangenberg, 1990). In marketing literature, these three emotions are
consideredto be important emotions conducive to positive shopping behavioral outcomes.Empirical
research in a service setting has shown that when the environment iscrowded, customers will experience
feelings of stress (Hui& Bateson, 1991) or lessexcitement (Wakefield & Blodgett, 1994). Furthermore,
the feeling of congestion maynot only evoke some emotional responses, but may also influence shoppers’
shoppingbehavior. All of these studies suggest that store environments, such as crowding, can havea
strong influence on the emotion that shoppers may experience and then, the consumer’sapproach would
become avoidance behavior. Stokols (1972) suggested that perceivedcrowding cannot only affect a
pleasure response but also cause tension and affectarousal in dense settings. Hence, both perceived
human crowding and perceived spatialcrowding may cause negative feelings for shoppers and hinder
their shopping activities.
Most research studies have used customer satisfaction as an evaluative judgment regardinga
purchasing experience (Oliver, 1993; Oliver & Swan, 1989; Oliver & Westbrook, 1993; Westbrook &
Oliver, 1991).Eroglu and Machleit (1990) and Eroglu and Harrell (1986) suggested that the perception of
crowding is an important store attribute that may affectcustomer satisfaction with the retail environment.
Hui and Bateson (1991) showed thatperceived crowding decreases feelings of pleasure in a service
environment. Theseunpleasant emotions that resulted from a shopping experience may influence
consumer satisfaction (Oliver, 1993; Machleit et al., 1994).The level of excitement experienced by
customers has a direct effect on consumer satisfaction. Machleit and Mantel (2001) found that the effect
of emotions on shoppingsatisfaction depends on the shopper’s perceived control over the shopping
experience.In a study on leisure service settings, Wakefield and Blodgett (1994) found that the feelingsof
crowding adversely affected the level of excitement experienced by shoppers. Machleit et al. (2000)
argued that these emotions can partially mediate the perceptionof crowding–satisfaction relationships.
Hence, it is expected that a positive relationshipexists between the level of the emotions of pleasure,
arousal, and dominance and thatof the feelings of satisfaction that shoppers may experience at the store
during shopping.
In research on the urban experience, Milgram (1970) found that an individual mustreact to the
excessive stimulus in order to function effectively in a given environment.This concept implies that
several adaptive processes could occur in response to crowdedconditions. Harrell et al. (1980), Eroglu
and Machleit (1990), and Machleit and Eroglu (2000) found that the level of store crowding perceived by
consumers duringshopping affected their overall shopping activity. Therefore, how shoppers cope
withcrowded retail environments depends on how perceived crowding is interpreted. The researcher
studies two behavioral outcomes that may directly result from the perception of crowding: (a) time spent
in the store, and (b) impulse buying.
Many researchers have manipulated environmental variables and measured the time
consumersspent in retail settings. Yalch and Spangenberg (1990) reported that the style ofmusic in the
store influenced the time that shoppers spent in the store, but Herrington (1996) found no relationship
between time and the music tempo. Besides music, studiesof other variables associated with time spent in
a store include color (Bellizzi& Hite,1992) and lighting (Areni& Kim, 1994). Lighting was found to have
no influence onthe time spent in the store. As for the research on the crowding variable, a focus group
interview (Eroglu& Harrell, 1986) also indicated that in a crowded store customersspent less time on
shopping. According to Milgram’s (1970) research on a city environment, one adaptive mechanism
23

activated by overload output in an environment was thatpeople allocate less time to each stimulus input.
Thus, the attempt at reducing shoppingtime in a crowded place might be one of the shoppers’ behaviors
resulting from thefeelings of restraint and stress caused by limited space in the store.
An impulse purchase, by definition, is an unplanned purchase (Bellenger, Robertson,
&Hirschman, 1978; Cobb & Hoyer, 1986). Rook (1987) addressed impulse buying as ashopping
experience with a sudden urge to buy something immediately. Beatty andFerrell (1998) extended this
concept of impulse buying to include buying with no pre-shoppingintentions to do so.The literature
suggests that perceived crowding can affect consumer emotions in are tail setting (Hui& Bateson, 1991;
Machleit et al., 2000), and consumer emotions influenceshopping behaviors in a number of different
ways, including impulse purchasing (Gardner &Rook, 1988; Rook, 1987). The feeling of an urge to buy
is reinforced in a crowded placewhere the atmosphere is exciting. Many impulse purchases are then made
by shopperswith the feeling of joy and excitement. Donovan and Rossiter (1982) also found that
pleasurewas positively associated with overspending in the shopping environment.In all these approaches
it is recognized that a shopper’s perception of crowding and hisemotional response in a retail
environment affect his desire to spend time in the store.Shoppers who try to shorten shopping time in
crowded places tend to rely on shoppinglists, avoid delay by unnecessary purchases (Jarboe& McDaniel,
1987), avoid approachingthe aisle tables, or abandon impulse buying. In addition, it seems reasonable to
assumethat emotional responses may mediate the relationships between crowding and thesebehavioral
outcomes. Thus, it is anticipated that there is a positive relationship betweenthe level of satisfaction
shoppers experienced at the store and their behavioral outcomesof time spent in the store, and impulse
buying.
The researcher in this study has taken reference for developing the concepts from the research
done by LiJiunn-GerTony, Kim Jai-Ok Lee So Young in May 2009.

THE CONCEPTUAL PROPOSED MODEL

Pleasure

Time Spent

Human
Crowding
Arousal

Satisfaction

Spatial
Crowding
Impulse
Buying

Dominance

Crowding

Emotion

Satisfaction

24

Outcomes


Hypotheses:
H1: Human crowding and spatial crowding has a positive impact on pleasure, arousal and
Dominance.
H2: Pleasure, arousal and dominance has a positive impact on satisfaction.
H3: Satisfaction has a positive impact on the time spent and impulse buying.
Objectives
1. To find out if human crowding has an impact on the time spent and impulse buying
2. To find out if spatial crowding has an impact on the time spent and impulse buying
Research Methodology
Type of Research:
Sampling Universe:
Sampling Method:
Sampling Unit:
Sample Size:
Measurement:

Descriptive Research
Consumers in Pune
Non-probabilistic Judgmental Sampling
Consumers
480
A structured questionnaire was used to capture the
responses of the consumers.
The responses were analyzed using SPSS. Correlation tests were used to test the hypotheses.
VARIABLES AND MEASUREMENT OF VARIABLES
All the variables are measured using a five point likert’s scale, 1 denoting Strongly Disagree
and 5 denoting Strongly Agree.The scales used in this study were taken from the research done by
LiJiunn-GerTony, Kim Jai-Ok Lee So Young in May 2009.
Human crowding (HC) is measured using three statements HC1, HC2 &HC3. (see Appendix
Table A), Spatial crowding (SC) is measured using three statements SC1, SC2 &SC3(See Appendix
Table A), Grid layout area (GLA)is measured using four statements GLA1, GLA2, GLA3&GLA4
(see Appendix Table A), Free-flow layout area (FLA) is measured using four statements FLA1,
FLA2, FLA3& FLA4 (See Appendix Table A), Aisle table area (ATA) is measured using four
statements ATA1, ATA2, ATA3&ATA4 (See Appendix Table A), Cash register area (CRA)is
measured using four statements CRA1, CRA2, CRA3&CRA4 (see Appendix Table A), Ceiling and
lighting (CL) is measured using three statements CL1, CL2& CL3 (See Appendix Table A).
Pleasure is measured using two statements PL1 & PL2 (See Appendix Table A), Arousal
(AR) is measured using one statement AR1 (see Appendix Table A), Dominance (DO) is measured
using two statements DO1 & DO2 (See Appendix Table A).
Satisfaction is measured using three statements SAT1,SAT2&SAT3 (See Appendix Table A).
Time spent is measuredusing two statements TS1 &TS2 (See Appendix Table A), Impulse buying
(IB) is measured using three statementsIB1, IB2& IB3 (see Appendix Table A).

25


DATA ANALYSIS
Key Statistics
Table 1
Age
18-29 yrs
30-49 yrs
50-59 yrs
60 yrs and above
Total

Fig. 1
Percent
56.7
40.0
3.3
0.0
100.0

56.7% of the respondents are in the age group 18 to 29 years, 40% of the respondents are in
the age group 30 to 49 years and 3.3% of the respondents are in the age group 50 to 59 years.
Table 2
Gender
Male
Female
Total

Fig. 2
Percent
67.5
32.5
100.0

67.5% of the respondents are male and 32.5% of the respondents are female.
Table 3
Annual Income
< 1 LPA
1-3 LPA
3-6 LPA
6-9 LPA
9 LPA and above
Total

Fig. 3
Percent
25.0
18.3
45.0
10.0
1.7
100.0

25% of the respondents have an annual income of less than 1 LPA, 18.3% of the respondents
have an annual income of 1 to 3 LPA, 45% of the respondents have an annual income of 3 to 6 LPA,
10% of the respondents have an annual income of 6 to 9 LPA, 1.7% of the respondents have an
annual income of above 9 LPA.

26


Table 4

Fig.4

Percent
Marital Status
Married
53.3
Unmarried
46.7
Total
100.0

53.3% of the respondents are married and 46.7% are unmarried.
Table 5
Profession
Student
Part-time
Full-time
Retired
Self-Employed
Total

Fig 5
Percent
18.3
13.3
46.7
11.7
10.0
100.0

Occupation wise, 18.3% of the respondents are student, 13.3% are part-time, 46.7% are Fulltime, 11.7% are retired, and 10% are self-employed.
Table 6

Fig 6

Purpose of Visit Percent
Avail Discounts
23.3
Bulk Shopping
18.3
Family Outing
21.7
Purchase
28.3
Window Shopping
8.3
Total
100.0

23.3% of the respondents said purpose of visit were to avail discounts, 18.3% for bulk
shopping, 21.7% for family outing, 28.3% for purchase and 8.3% for window shopping.

27


Table 7
Average Purchase
Size (Rs.)
< 500
500-999
1000-1999
2000-2999
> = 3000
Total

Fig. 7
Percent
3.3
16.7
26.7
35.0
18.3
100.0

3.3% of the respondents said the average purchase size is less than Rs. 500, 16.7% said
Rs.500 to Rs.999, 26.7% said Rs. 1000 to Rs. 1999, 35% said Rs. 2000 to Rs 2999, 18.3% said more
than Rs. 3000.
RELIABILITY TEST
Test of reliability for the data used is as follows:
Table 8. Reliability Statistics
Parameters

Cronbach's Alpha

No. of Items

Overall Reliability

0.896

38

HC

0.578

3

SC

0.820

22

PL

0.615

2

DO

0.761

2

SAT

0.690

3

0.696

2

0.652

3

TS
IB

From the table 8, it is seen that the value of Cronbach’s Alpha of 0.896 of overall reliability
of the scales used shows that the data is reliable. The individual value of Cronbach’s Alpha for all
the parameters HC (0.578), SC (0.820), PL (0.615), DO (0.761), SAT (0.690), TS (0.696) and IB
(0.652) also are greater than 0.50 which shows that the data used is reliable.

28


RELATIONSHIP TESTING
Table 9. Test of Correlation
Correlations

HC

Pearson Correlation
Sig. (2-tailed)

SCN

HC
1

SCN
.248**

PL
.015

AR1
.114*

DO
-.023

SAT
.034

TS
.077

IB
.154**

.000

.748

.012

.621

.456

.094

.001

1

.490**

.214**

.568**

.630**

.571**

.520**

.000

.000

.000

.000

.000

.000

1

**

**

**

**

.424**

Pearson Correlation
Sig. (2-tailed)

PL

Pearson Correlation
Sig. (2-tailed)

AR

.000

.000

.223**

.403**

.368**

.181**

.000

.000

.000

**

**

.271**

.000

.000

1

.448**

.322**

.000

.000

1

Pearson Correlation

.000

.000

Pearson Correlation

.000

1

Pearson Correlation

Sig. (2-tailed)
IB

.304

.000

Sig. (2-tailed)
TS

.314

1

Pearson Correlation

Sig. (2-tailed)
SAT

.475

.000

Sig. (2-tailed)
DO

.355

.376**

.517

.438

.000

Pearson Correlation

1

Sig. (2-tailed)
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

The test of correlation from table 9 shows that,
•

•
•
•

HC is statistically significant with only AR with a significant value of 0.012, whereas HC
is not statistically significant with PL and DO with a significant value of 0.748 and 0.621
respectively.
SC is statistically significant with PL, AR and DO with a significant value of 0.0001
respectively.
PL, AR and DO are statistically significant with SATwith a significant value of 0.0001
each.
SAT is statistically significant with TS and IB with a significant value of 0.0001 each.

29


THE FINAL MODEL IS AS FOLLOWS

Pleasure

Time Spent

Human
Crowding
Arousal

Satisfaction

Spatial
Crowding
Impulse
Buying

Dominance

Crowding

Emotion

Satisfaction

Outcomes

CONCLUSION
Human Crowding has a positive effect on Arousal. This shows that shoppers will be more
influenced to come to a retail outlet if there is a pleasant crowd in the Retail outlet.
Whereas Spatial Crowding has a positive on all the three factors of emotions viz. pleasure, arousal
and dominance. This shows that shoppers feel happy and joyful and excited and are stimulated to
buy products of their choice in a pleasant spatial environment.Shoppers may also be dominated and
driven by the positive store environment.
Pleasure, arousal and dominance have a positive impact on the customer satisfaction. A
shopper will be more satisfied if the store environment excites him and gives him pleasure to browse
through the aisles and buy his product.
Satisfaction has a positive impact on the time spent and impulse buying. This shows that a
satisfied customer will eventually spend more time on the outlet. The more the time a shopper
spends on a retail outlet, the more he is prone to make an impulse purchase.
Overall, it shows that human crowding and spatial crowding if controlled by the retailed in the
positive manner will bring more satisfied customers to the retail outlet and also increase the
impulsive buying.

30


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33


ANNEXURE
Table A
Code
HC1
HC2
HC3
Code
SC1
SC2
SC3

Human crowding (HC)
Parameters
The store was too busy during my shopping trip
There was much traffic in the store
There were a lot of shoppers in the store
Spatial crowding (SC)
Parameters
The store had a closed, uneasy feeling to it
The store feels very congested when I shop in the store
I felt confined when shopping in the store

Code
ATA1
ATA2
ATA3
ATA4

Grid layout area (GLA)
Parameters
The store feels very congested when I shop in the shelving section for packaged
products
I felt confined when shopping in the shelving section for packaged products
It is inconvenient to move around in the aisle of the shelving section for packaged
products
The shelving section for packaged products had a closed, uneasy feeling to it
Free-flow layout area (FLA)
Parameters
The store feels very congested when I shop in the frozen food/meats/dairy product
and vegetable section
I felt confined when shopping in the frozen food/meats/dairy product and vegetable
section
It is not convenient to move around in the aisle of the frozen food/meats/dairy
product and vegetable section
The frozen food/meats/dairy product and vegetable section had a closed, uneasy
feeling to it
Aisle table area(ATA)
Parameters
The store feels very congested when I shop near aisle table areas
I felt confined when shopping near aisle table areas
It is inconvenient to move around near aisle table areas
The aisle table areas had a closed, uneasy feeling to it

Code
CRA1
CRA2
CRA3

Cash register area (CRA)
Parameters
The store feels very congested when waiting near cash register areas
I usually felt confined when waiting near cash register areas
It is inconvenient to move around near cash register areas

CRA4

The cash register areas had a closed, uneasy feeling to it

Code
GLA1
GLA2
GLA3
GLA4
Code
FLA1
FLA2
FLA3
FLA4

Ceiling and lighting (CL)
Code
CL1
CL2

Parameters
The store feels very congested since the ceilings seems low and the light is dull
I felt confined when shopping in the store since the ceiling is low and light is dim

CL3

The ceilings and light in this store gives a closed, uneasy feeling to it

34


Code
PL1
PL2
Code
AR1

Pleasure (PL)
Parameters
I felt pleasant when shopping in the store
I felt good when shopping in the store
Arousal (AR)
Parameters
I felt aroused when shopping in the store

Code
SAT1
SAT2
SAT3

Dominance (DO)
Parameters
I felt controlled when shopping in the store
I felt dominated when shopping in the store
Satisfaction (SAT)
Parameters
I was satisfied with my shopping experience at the store
Given a choice, I would probably come back to the store
This is my choice of store in which I regularly like to come to shop

Code
TS1
TS2

Time spent (TS)
Parameters
I spent more time than I expected at the store
The amount of time I spent was fairly high

Code
IB1
IB2
IB3

Impulse buying (IB)
Parameters
When I saw people gathered, I bought things that I had not intended to purchase
When the store is crowded, I often end up purchasing more
When the store is crowded, I feel like buying things

Code
DO1
DO2

35

10120130406004

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