Effects of store attributes on retail patronage behaviors Evidence from activewear specialty stores

Purpose - The purpose of this paper is to identify selected store attributes of activewear specialty retailers that impact consumers' satisfaction, which in turn influence word-of-mouth (WOM) and retail patronage behavior. Design/methodology/approach - Using an on-site store intercept, 150 responses were collected to answer hypothesized relationships. An exploratory factor analysis was first performed followed by a confirmatory factor analysis and a structural equation analysis. Findings - Results revealed that sales employees and store atmosphere attributes of activewear specialty stores had a positive influence on consumer satisfaction, which in turn had a direct impact on WOM and repatronage intentions for activewear specialty stores. Therefore, in order to satisfy consumers, activewear specialty retailers need to ensure that they provide an attractive and pleasant shopping atmosphere. Furthermore, satisfied consumers are likely to spread positive WOM about the retailer and display their intention to revisit the store in the future. The authors conclude by discussing the results and suggest implications and future research directions. Originality/value - The findings of this research shed light on the managerial implications for activewear specialty retailers with regards to marketing strategies and consumers' attitudes.