Store Environmental Cues and Repurchase Intention in Retail Supermarkets in Sri Lanka: Mediating Role of Store Image

Abstract

The objective of the study was to investigate the impact of store environment on the repurchase intention and examine the mediating role of store image created through the store environment of Sri Lankan retail supermarkets. Data were collected from 183 customers of retail supermarkets using a questionnaire. Findings indicate that the store environment of supermarkets leads to store image, which is important for the formation of repurchase intention of customers. The study further revealed that store image partially mediates the relationship between store environment and repurchase intention of customers. Retail marketers need more focus on the easiness of moving within supermarkets, pleasant lighting within supermarkets, mechanizing in stores, attractive display, and location to create a conducive store environment for customers. In forming store image, retail marketers may pay attention to external and internal decorations of stores, knowledge of sales personnel, quality and assortment of products, and fair and competitive prices.