Unveiling the power of inclusive retail environments: an empirical study

This study explores the critical role of a retail servicescape in conveying inclusivity cues and examines their impact on consumer behavioral intentions. Specifically, it investigates how elements such as layout design, signage, accessibility features, and overall ambiance contribute to shaping consumer perceptions and subsequent behaviors. To empirically test our hypotheses, we developed a comprehensive questionnaire targeting consumers across various retail companies. The survey was designed to assess how various aspects of the servicescape function as inclusivity signals and how these cues influence key consumer behavioral outcomes. Our findings provide strong empirical evidence of a significant positive relationship between the presence of inclusivity cues in a retail servicescape and consumer behavioral intentions. Consumers exposed to inclusivity signals demonstrate a higher likelihood of engaging in positive word-of-mouth, an increased interest in seeking further information about the retailer, a stronger inclination to revisit the store, and an enhanced intention to make purchases. This study contributes to the growing literature on inclusive retail environments by highlighting the servicescape as a crucial mechanism for fostering inclusivity. By demonstrating its impact on consumer behaviors, the research offers insights for retailers aiming to design spaces that promote inclusivity and drive positive consumer engagement.