Chukwu, Obianuju Mary-Joan (2021) EFFECT OF SERVICE ENVIRONMENT AND INTERNAL RESPONSES ON CUSTOMERS PURCHASING BEHAVIOUR (A Study of selected shopping malls in Lagos state, Nigeria). Masters thesis, Covenant University Ota..
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Abstract
With a constant up rise competition arising in our world today, every business has to deliberately have a competitive advantage over similar businesses in order to remain relevant in the market. Service environment is a man-made and non-natural condition created by the seller where a service is provided. The problem of service environment and the internal responses of a customer should be a major concern to organisations as this affects their ability to purchase. The basic target of this research was to assess effects of service environment and internal responses on customers purchasing behaviour in shopping malls. The indicators of service environment which was the independent variable were: ambient condition, spatial layout/functionality, signs, symbols and artefacts. The dependent variable which was consumer purchasing behaviour had two indicators, they are; approach behaviour and social interaction. The mediating variable which was internal responses of the customer had three indicators, they are; cognitive response, Emotional response, physiological response. An aggregate of 370 questionnaires were distributed and 272 were properly completed and retrieved. The descriptive method of analysing the study was adopted. The hypothesis was tested using hierarchical multiple regression. From data retrieved through the use of questionnaire research instrument, results were drawn and data analysed using SPSS. The results showed that good ambient condition has a significance on approach behaviour of customers with a Sig.=.000 and β= .335, all of the variables were significant even when there was an introduction of a mediating variable with the hypothesis tested which states that emotional responses of the customer mediates the effect of service environment on social interaction between employee and customers with a Sig.= .000 and β= .272. The quality of a product also influences the likelihood of customers to recommend to others. It was recommended that management should ensure that the standard created as with Sensory branding should be sustained and this can happen by ensuring that their staff have the music playing, the bright lights on etc. Also management should ensure proper communication of these factors such as sign, symbols to the staff through trainings so as to avoid them lowering the standard.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Customer purchasing behaviour, service environment, ambient condition, approach behaviour, social interaction, cognitive response. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Patricia Nwokealisi |
| Date Deposited: | 05 Nov 2021 13:54 |
| Last Modified: | 05 Nov 2021 13:54 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/15450 |
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