Scientific paper - Original scientific paper
Repurchase intentions in a retail store - exploring the impact of colours

Varga, Anja; Dlačić, Jasmina; Vujičić, Maja (2014)
Metadata
Language English
Title (English)Repurchase intentions in a retail store - exploring the impact of colours
AuthorVarga, Anja
Dlačić, Jasmina
Vujičić, Maja
Abstract (English)
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 (English)retail store colour store environment repurchase intentions
Publication typescientific paper - original scientific paper
Publication statuspublished
Peer reviewpeer review
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numbering2014, Vol. XXVII, No. 2, pp 229-244
ISSN0353-359X
e-ISSN1847-2206
Datepublication: 24.12.2014.
Article URLhttp://hrcak.srce.hr/132828
Scientific fieldSOCIAL SCIENCES
Economics
InstitutionUniversity of Rijeka, Faculty of Economics
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:985526