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Understanding the role of retail store service in light of self-image-store image congruence
Citation
O'Cass, AG and Grace, D, Understanding the role of retail store service in light of self-image-store image congruence, Psychology and Marketing, 25, (6) pp. 521-537. ISSN 0742-6046 (2010) [Refereed Article]
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Copyright Statement
The definitive published version is available online at: http://onlinelibrary.wiley.com/
Official URL: http://onlinelibrary.wiley.com/
Abstract
The relationships among a consumer’s service experience, the
servicescape, and perceived value for the money spent on the
service are important theoretical as well as practical issues. Little
effort has, however, been devoted to understanding these in the
context of the effects of consumer image–store image congruency.
Image congruency has not only been shown to be valuable in relation
to product choices, but has also been shown to contribute to
our understanding of retail store choice and preferences. This study
examines the effect of retailer service provision and the retail store
environment (servicescape) on the customers’ perception of value
for money. The study also examines the role of self–store image
congruence in the above relationships. The findings confirm the
hypothesized relationships in the conceptual model (except for
servicescape effects). The findings also indicate that the effects
are stronger for those individuals experiencing high self–store
image congruence.
Item Details
Item Type: | Refereed Article |
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Keywords: | reatil store service, retail store environment, customer perception, self-store image congruence |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing research methodology |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | O'Cass, AG (Professor Aron O'Cass) |
ID Code: | 68162 |
Year Published: | 2010 |
Web of Science® Times Cited: | 52 |
Deposited By: | Management |
Deposited On: | 2011-03-09 |
Last Modified: | 2014-10-09 |
Downloads: | 12 View Download Statistics |
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