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store atmosphere and customer expectations

Grewal, D., Baker, J., Levy, M., & Voss, G. (2003) 'The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores', Journal of Retailing, 79 (4) p. 259, ScienceDirect [Online]. DOI: 10.1016/j.jretai.2003.09.006

After you have read the article, complete the following assignment:

Present a written analysis of the argument offered in the journal article with regard to the relative importance of wait expectations and store atmosphere evaluations on patronage intentions. Analyse these findings and relate them to your own experiences with retail shopping. Do you agree with these findings and why? Explain your answer with practical examples where possible. You are especially encouraged to include references which you may find in searching contemporary sources and the online library in support of your analysis.

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The wait expectations of a store can have a negative effect on patronage intentions. That is if a customer feels that she will have to wait for a long time in a store they are less likely to visit that store. Wait expectations can be managed by the store in several ways. If the customers feel that there are more employees visible in the store the wait expectations become positive. Similarly, if the customers perceive the store to be crowded they have a negative wait perception. In other words if the customers feel that there are too many people in the store they feel that they have to wait for longer periods of time. According to the article there are three ways of reducing negative wait perceptions. The first is to increase the number of employees. The second is to improve technology so that checkout can be done quickly. The third is to reduce the perception of the wait without reducing the actual wait. This is done by improving the store atmosphere. According to the author increasing employees in a store is an expensive way of reducing the perception of wait time.
The store atmosphere according to the article can affect the perception of waiting time. Enhancing the store atmosphere can make customers less aware of the waiting time. The retailers can use several methods for enhancing the store atmosphere. They can use lighting, colors, ...

Solution Summary

Effect of wait expectations on customer patronage is explained in a structured manner in this response. The answer includes references used.