The impact of consumer- and retailer-related factors on marketing outcomes: a comparison of local and national department stores in Thailand

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Chawanuan (Fai) Kananukul (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:
Kittichai Watchravesringkan

Abstract: This dissertation proposes a model of consumer department store patronage behavior that integrates multiple theoretical approaches within the context of the Thai retail sector. The objectives of the study are to: (1) examine the extent to which consumer-related factors (i.e., shopping motivations) influence perceptions of retailerrelated factors (i.e., store attributes) within the context of both local and national Thai department stores, (2) investigate the relative efficacies of retailer-related factors (i.e., store attributes) in predicting shopping mall patronage behaviors (e.g., satisfaction, loyalty) within the context of local and national Thai department stores, and (3) examine the differences, if any, between the impact of consumer- and retailer-related factors on local and national Thai department store patronage behaviors. Data were collected from Thai consumers residing in two metropolitan cities in Thailand: Bangsaen and Chonburi. A mall intercept approach was employed at various locations in both cities, including outside of a national department store (Central) and a local department store (Laemtong). The final sample was comprised of 807 usable questionnaires. Of these, 483 were females and 324 were males whose ages ranged from 18 to 65 years. Structural equation modeling was employed through LISREL 8.8 to test all hypothesized relationships. Results revealed a ?2 of 3523.67 (df = 1355, p < .01), a ?2/df = 2.60, a NFI = 0.95, a TLI = 0.97, a CFI = 0.97, a PNFI = 0.90, and RMSEA = 0.07 for the local department store sample. For the national department store sample, results revealed a ?2 of 4394.05 (df = 1355; p < .01), a ?2/df = 3.24, NFI = 0.92, TLI = 0.94, CFI = 0.95, a PNFI = 0.87, and RMSEA = 0.08. Results of both samples suggest that the hypothesized structural relationships for both the local and the national department store samples fit the data reasonably well. Specifically, results indicate that within the context of both local and national department stores, design cues, ambient cues, and social cues are important for consumers with hedonic and/or social motivations. However, for consumers with utilitarian motivations, only design cues are important, while social cues are important when shopping at national department stores. In addition, favorable perceptions of design cues, ambient cues, and social cues positively influence store choice criteria as measured in terms of perceived merchandise and service value, which, in turn, impact store patronage behaviors (i.e., overall satisfaction and store loyalty). Furthermore, consumers place different degrees of importance on in-store marketing communication when evaluating store merchandise and service at local as compared to national department stores, resulting in different levels of satisfaction and store loyalty. Theoretical and practical implications of the study are discussed. Limitations of the study are considered and, finally, suggestions for further research on the topic are provided.

Additional Information

Language: English
Date: 2014
In-store environment, Loyalty, Satisfaction, Shopping motivation, Thai consumers, Thai department store
Retail trade $z Thailand
Consumers $z Thailand $x Attitudes
Consumer behavior $z Thailand

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