RETAILSCAPE IMPACT ON CUSTOMER EMOTIONAL RESPONSES AND ON CUSTOMER PATRONAGE: THE MODERATING ROLE OF CUSTOMER MOTIVATION

Present research assessed the relationships between retailscape elements and its impact on customer patronage in conventional retail stores in Kingdom of Saudi Arabia (KSA). Furthermore, the relationship between customer's emotional response and customer patronage were assessed. In addition, the research investigated the moderating role of customer motivation between retailscape elements and customer emotional responses. Furthermore, the research applied Stimulus, Organism and Response (S-O-R) theory in its model, 319 responses were obtained from the medium size conventional retail stores of three (3) large populated cities in KSA i.e. Jeddah, Riyadh and Dammam. Data collected was analyzed using Statistical Package for the Social Sciences (SPSS) and Partial Least Squares–Structural Equation Modelling (PLS-SEM). Findings from this research showed that retailscape elements positively affect customer patronage behavior and customer emotional responses. Furthermore, the research found that customer emotional responses positively influence customer patronage. However, customer motivation does not moderate between retailscape and customer emotional responses. Finally, the research made some suggestion for the owners/managers of conventional retail stores in Kingdom of Saudi Arabia on how to increase customer patronage behavior and manage their business sustainability