Investigating the effect of retail atmospherics and customer experience on retail store patronage: a case study of Tm Pick ‘N’ Pay

Abstract

The study serves to explore the effect of retail atmospherics and customer experience on retail store patronage in respect to customer of TM Pick ‘n’ Pay in Zimbabwe. With competition intensifying in the retail sector, supermarkets remain under pressure to remain to differentiate their brand through attractive store environments and superior shopping experiences, despite offering similar products and prices. The research seeks to ascertain how retail atmospherics how retail atmospherics and customer experience dimensions contribute towards customer’s willingness to patronize the store. The researcher used a casual and quantitative research so as to ascertain the relationship between retail atmospherics, customer experience and retail store patronage. A sample size of 384 customers were used, determined using Cochran’s formula. The researcher used a structures questionnaire in collecting data, using measurement scales for retail atmospherics, customer experience and retail store patronage. The data was analyses using Structural Equation Modelling (SEM) as the inferential statistical method on the Statistical Package for Social Sciences (SPSS) and SPSS AMOS. Results obtained were presented in the form of tables. Hypothesis testing revealed that there is a positive relationship between retail atmospherics and retail store patronage. The three customer experience dimensions, moments of truth, peace of mind, and outcome focus on customer service do not have a positive impact of retail store patronage. The researcher recommended the need for TM Pick ‘n’ Pay management to invest in improving the physical store environment. This helps in enhancing customer perception and encouraging repeat patronage. Continuous staff training on product knowledge, communication, and customer care also plays a role in completing the store atmosphere and maintaining a positive retailer reputation