Naslov
Repurchase intentions in a retail store – exploring the impact of colours

Autori
Varga, Anja ; Dlačić, Jasmina ; Vujičić, Maja

Izvornik
Ekonomski vjesnik : časopis Ekonomskog fakulteta u Osijeku (0353-359X) 14 (2014), 2; 229-244

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
retail store ; colour ; store environment ; repurchase intentions

Sažetak
The purpose of the paper is to explore the elements that influence customer loyalty in different dominant colour environment in a retail store that sells groceries. Paper explores the relationship between customer satisfaction, exploring the store environment, communications with sales personnel and repurchase intentions in different colour environment. Furthermore, it explores the gender impact on creating customer loyalty in warm, cool and neutral colour environment. Empirical research is conducted using three different colour environments in a retail store that sells groceries. Based on research findings exploring store environment is found to be most influential element that boosts repurchase intentions. Gender stimulated difference between is also found. Influence of exploring the store environment on repurchase intentions in females in warm, cool and neutral- colour environment is evident. Males in both, warm and cool- colour environment communication with sales personnel influences their repurchase intentions. Research contributes to existing body of knowledge of the influence of colours on repurchase intentions in context of South-East European culture. Managerial implications are offered and suggestions for further research provided.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA