Retail Atmospherics, Perceived Service Quality and Retail Store Patronage of Super Markets in Kampala.

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dc.contributor.authorDokcen, Charles
dc.date.accessioned2018-09-21T13:10:29Z
dc.date.available2018-09-21T13:10:29Z
dc.date.issued2015-12
dc.descriptionA dissertation submitted to Makerere University in partial fulfilment of the requirement for the award of master of business administration of Makerere University. Plan “A”en_US
dc.description.abstractAcademic research works on retail store patronage have proliferated over the years, however very few studies in this area have focused on retail stores in emerging markets. This study adopted a cross sectional approach to examining how retail atmospherics variables (light, music, scent, and color); together with perceived service quality affect customers’ patronage on these retail stores. The focus of this study that commenced in the year 2013 was on super markets in Kampala that give reward cards to their customers, namely Capital Shoppers, Nakumatt, Uchumi and Quality super markets. A cross sectional research design was employed and 1504 customers were sampled. The results of the analysis revealed significant positive relationship between: retail atmospherics and retail store patronage of supermarkets in Kampala (r = 0.37, P≤01), retail atmospherics and perceived service quality (r = 0.23, P≤.01) and a significant positive relationship between perceived service quality and retail store patronage (r = 0.20, P≤01). Retail atmospherics was found to have a partial significant positive effect on retail store patronage (beta = .268, p≤01) in the simple regression and on controlling for perceived service quality, the effect did not only remain significant but got strong (beta = .346, p > .05). The Sobel test for mediation showed that the mediating effect was partial and significant (Z = 3.15, p≤.01). It is therefore important that marketing practitioners consider the synergistic contribution of these variables in order to create a comprehensively appealing environment for attracting patronage.en_US
dc.description.sponsorshipMakerere University Business Schoolen_US
dc.identifier.citationDokcen, C. (2015). Retail Atmospherics, Perceived Service Quality and Retail Store Patronage of Super Markets in Kampala. Unpublished Master’s Dissertation. Makerere University Business School, Kampala, Uganda.en_US
dc.identifier.urihttp://hdl.handle.net/20.500.12282/3180
dc.language.isoenen_US
dc.publisherMakerere University Business Schoolen_US
dc.subjectRetail atmosphericsen_US
dc.subjectperceived service qualityen_US
dc.subjectRetail store patronageen_US
dc.titleRetail Atmospherics, Perceived Service Quality and Retail Store Patronage of Super Markets in Kampala.en_US
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