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The evolving concept of retail attractiveness: What makes retail agglomerations attractive when customers shop at them?

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  • Teller, Christoph
  • Reutterer, Thomas

Abstract

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.

Suggested Citation

  • Teller, Christoph & Reutterer, Thomas, 2008. "The evolving concept of retail attractiveness: What makes retail agglomerations attractive when customers shop at them?," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 127-143.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:3:p:127-143
    DOI: 10.1016/j.jretconser.2007.03.003
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    References listed on IDEAS

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