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Extreme makeover : short- and long-term effects of a remodeled servicescape

Brüggen, Elisabeth C; Foubert, Bram ; Gremler, Dwayne D

Journal of marketing, 2011, Vol.75(5), pp. 71-87 [Tạp chí có phản biện]

ISSN: 0022-2429

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  • Nhan đề:
    Extreme makeover : short- and long-term effects of a remodeled servicescape
  • Tác giả: Brüggen, Elisabeth C
  • Foubert, Bram ; Gremler, Dwayne D
  • Chủ đề: Schnellgastronomie ; Verkaufsraumgestaltung ; Dienstleistungsqualität ; Konsumentenverhalten ; Europa
  • Là 1 phần của: Journal of marketing, 2011, Vol.75(5), pp. 71-87
  • Mô tả: Using survey and transaction data from a natural experiment in a fast-food chain, the authors investigate the effects of store remodeling. They test (1) short- and long-term effects on customers' cognitions, affect, and behavioral intentions; (2) the moderating impact of spontaneous versus planned and group versus single-customer store visits; and (3) the differential effects on two store performance measures: average customer spending and store traffic. The results show that, in line with adaptation-level theory, short-term remodeling effects lose strength in the long run (i.e., after six months). Furthermore, customers on a spontaneous trip or in a group tend to be more responsive to store remodeling than customers on a planned trip or alone. Finally, whereas average spending increases in the short run and then returns to the baseline, store traffic initially remains unaffected and even shows a dip in the long run. These findings imply that ignoring the time-variant character of remodeling effects, the nature of customers' store visits, or the impact on store traffic may lead to inappropriate allocation of marketing resources.
  • Ngôn ngữ: English
  • Số nhận dạng: ISSN: 0022-2429

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