The relationship between retail factors and retail outcomes: DBA defense

“The MSM DBA paves the way for my career in academic teaching. My aim is to bring more value to the students I teach in graduate and post-graduate programs.” This said Ms. Aliaa Rohaiem after successfully defending her DBA thesis at MSM on 11 April 2019.

The title of Ms. Rohaiem’s thesis is: Understanding the tendency of re-patronage, repeated purchase and the likelihood of word of mouth recommendations in the retailing business through an analysis of in store dynamics: A case study of a mega retailer in Egypt. The aim of the research was to investigate the relationship between specific retail factors and retail outcomes.

The retail factors studied were store atmospherics, store staff behavior and store policies. The retail outcomes studied were customers’ willingness to re-patronage the store, customers’ willingness to repurchase at the same store and customers’ intention to generate Word of Mouth about the visited store. The research insights provide a guide for retailers to develop attractive retail store formats through managing store atmospherics, store staff behavior and policies of the store.

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