Published Online:November 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:MM071124
Author Name:Naveen Kumar R, A John William, Saket Ranjan Praveer,Pavithra R and Yuvaraj V
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:22
The augmented Stimulus-Organism-Response (SOR) framework presented in this study incorporates store ambience as a central element, recognizing its crucial role as a primary predictor of consumer satisfaction within the context of retail stores. A comprehensive examination of consumer perception and assessment of ambience is undertaken, with a focus on five essential perceptual dimensions: Tactual Factors, Olfactory Factors, Auditory Factors, Visual Factors, and Convenience Factors. A thorough analysis reveals that all five ambience factors have significant impact on consumer satisfaction. Moreover, the study underscores the intrinsic connection between consumer satisfaction and their intention to repurchase, establishing a compelling argument for the paramount importance of ambience in shaping consumer behavior and contributing to the long-term sustainability of the market. This composite recursive model not only advances the understanding of the SOR framework but also offers valuable insights for retailers aiming to create environments that resonate positively with their customers, thereby fostering enduring customer loyalty
In today’s dynamic marketplace, understanding the factors that drive consumers to repurchase products or services is of paramount importance for businesses striving to foster long-term customer relationships. While the Stimulus-Organism-Response (SOR) model has been instrumental in dissecting immediate consumer reactions to stimuli, it may not fully encapsulate the broader antecedents influencing repurchase intention.