In-store environment and customer responses in beauty pop-up stores : An application of the S.O.R model / Mathilde BOULANGER / 2023

Titre : In-store environment and customer responses in beauty pop-up stores : An application of the S.O.R model Type de document : Mémoire Auteurs : Mathilde BOULANGER, Auteur Année de publication : 2023 Importance : 42p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; IMPLANTATION DE MAGASIN ; STRATEGIE DE MARQUE Résumé : The purpose of this paper is to examine the effects of the beauty pop-up store environment on customers’ attitude toward the brand and their intention to recommend it. Guided by the Stimulus Organism-Response (S.O.R.) model and existing retail literature, the study investigated whether and how two key characteristics (i.e. store atmosphere and service quality) within the pop-up store environment influenced customers’ emotional states which, in turn, affected their attitude toward the beauty brand and their intention to recommend it. Additionally, the research examines whether and how these store characteristics directly affect customers' behavioural responses.To gather empirical data, a survey was conducted among 70 customers who visited the solution pop-up store. The questionnaire utilized in this study was adapted from established scales and measures. IBM SPSS Statistic software was used for statistical analysis. After reliability and validity analyses, several hypotheses were tested using multiple regressions.The findings of the study revealed noteworthy insights. Firstly, there were direct effects observed between service quality and customers' emotional states. This indicates that the level of service quality offered in the pop-up store environment significantly influences customers' emotional experiences. Secondly, the study identified a significant relationship between customers' emotional states and their attitude towards the brand, as well as their intention to recommend it. This suggests that customers' emotional responses play a vital role in shaping their attitudes and behavioural intentions towards the brand. Thirdly, the study confirmed the influence of the overall pop-up store environment on customers' attitude towards the brand and their intention to recommend it. The results highlight the significance of creating an engaging and positive environment within the pop-up store to enhance customers' perceptions of the brand and their likelihood to recommend it. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581948