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|Marketing and Retail Journal Articles
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|The Evolving Concept of Retail Attractiveness: what makes retail agglomerations attractive when customers shop at them?
|Teller C & Reutterer T (2008) The Evolving Concept of Retail Attractiveness: what makes retail agglomerations attractive when customers shop at them?. Journal of Retailing and Consumer Services, 15 (3), pp. 127-143. http://www.sciencedirect.com/science/journal/09696989; https://doi.org/10.1016/j.jretconser.2007.03.003
|This paper attempts to contribute to a more thorough understanding of the on-site (in vivo) evaluation of retail agglomerations once shoppers have already made their destination choices. To address this issue, a modification of more conventional concepts of retail attractiveness that considers situational contexts is proposed and empirically tested. The survey comprised more than 2,000 on-site interviews of customers of an inner city shopping street and a competing peripheral shopping mall. The results show that the tenant mix and the atmosphere, unlike parking and accessibility, exert a major impact on distinct dimensions of perceived attractiveness. Furthermore, the empirical findings provide evidence that factors characterizing aspects of the individual shopping situation significantly affect on-site evaluation. Some methodological limitations and future research directions are also discussed.
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