Examining the moderating effects of CRM on retail atmospherics-shopping behavior link

Retail atmospherics have been well studied to have both functional and emotional impact on the behavioural intent of shoppers. The usage of well-orchestrated retail servicescape with its expanding canvas, both inside and outside the retail premise, has been targeted to induce subliminal perception of comfort and convenience in the mind of shoppers. Modern retail practice has incorporated customer relationship management (CRM), a pivotal business analytical process, to strengthen their interaction with shoppers. This paper attempts to gather empirical evidence on the possible mediating effects of CRM dimensional performance on the emotional orientation of shoppers, apprehended to be antecedent to favourable shopping behaviour. Appropriate statistical applications, following adequate literature survey, were deployed to test the hypotheses and the robustness of the default model. The results were indicative of strong moderating impact of CRM dimensional performance in augmenting emotional behaviour of customers to induce a fovourable behavioural intent. The default model also holds good confirming the causal convergence of constructs.