#4931. Storescape and customer loyalty: employee citizenship behaviour towards customers as a catalyst

July 2026publication date
Proposal available till 02-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Business and International Management;
Strategy and Management;
Marketing;
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Abstract:
The purpose of the current paper is to examine the relationship between storescape (retails physical and social environment factors) and customer loyalty (CL) and how employee citizenship behaviour towards customer (ECB-C) facilitates this relationship. Results confirmed the significance of all relationships between physical and social storescape factors, customer satisfaction (CS) and loyalty, except the direct effect of physical factors on CL. The findings also highlighted the interaction effect of ECB-C in the relationship between storescape factors, satisfaction and CL, indicating that these effects are stronger at higher levels of ECB-C than lower levels. The study provides insights for department store retailers, practitioners and marketing managers into the role of ECB-C in forming and shaping CS and loyalty, especially when there is a lack of storescape effect on CS and loyalty. This study extends the consecutive relationship of the stimulus–organism–response (SOR) model by adding ECB-C as a moderator.
Keywords:
Customer loyalty; Customer satisfaction; Employee citizenship behaviour; Physical environment; Social environment

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