Original scientific paper
Repurchase intentions in a retail store - exploring the impact of colours
Anja Varga
Jasmina Dlačić
orcid.org/0000-0002-3592-1876
; University of Rijeka, Faculty of Economics, Rijeka, Croatia
Maja Vujičić
orcid.org/0000-0001-5017-9334
; University of Rijeka, Faculty of Economics, Rijeka, Croatia
Abstract
The purpose of the paper is to explore the elements that influence customer loyalty in different dominant
colour environments in a retail store that sells groceries. The paper explores the relationship between customer
satisfaction, exploring the store environment, communications with sales personnel and repurchase
intentions in different colour environments. Furthermore, it explores the gender impact on creating customer
loyalty in warm, cool and neutral colour environments. Empirical research is conducted using three
different colour environments in a retail store that sells groceries. Based on research findings, exploring
store environment is found to be the most influential element that boosts repurchase intentions. Gender
stimulated differences are also found. For women, in warm, cool and neutral colour environment the dominant
influence on repurchase intentions is exploring the store environment. For men, in both warm and
cool colour environment communication with sales personnel influences their repurchase intentions. The
research contributes to the existing body of knowledge on the influence of colours on repurchase intentions
in the context of South-East European culture. Managerial implications are offered and suggestions
for further research provided.
Keywords
retail store; colour; store environment; repurchase intentions
Hrčak ID:
132828
URI
Publication date:
24.12.2014.
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