Research Hypothesis Thirumaran Over the past 5 years, Dr. Thirumaran’s research focus has been on Singapore,

4.3 Research Hypothesis

In the retail context, Arnold and Reynolds 2003 stress that ‘hedonic shopping motives are similar to the task orientation of utilitarian shopping motives, only the task is concerned with hedonic fulfi lment, such as experiencing fun, amusement, fantasy and sensory stimulation’ p. 78. The hedonic shopping motivation typology developed by Arnold and Reynolds consists of adventure, social, gratifi cation, idea, role and value shopping motivations. Baker 1986 has developed a store atmosphere classifi cation which consists of ambience, design and social factors. Ambience factors are background features that may or may not be consciously perceived but that affect human senses. Design fac- tors refer to features directly perceptible by consumers, such as aesthetics and func- tionality. Lastly, social factor refers to the people in the environment, that is, other customers and service personnel. The theory of goal-directed behaviour Pervin 1987 explains that goal could direct behaviour at particular situation. Different shopping motivations could lead to exploring different parts of store atmosphere. H1 People with adventure shopping motivation would perceive store atmosphere more positively than people with other shopping motivations in Surabaya. H2 People with social shopping motivation would perceive social factors more posi- tively than people with other shopping motivations in Surabaya. H3 People with idea shopping motivation in would perceive social factors more positively than people with other shopping motivations in Surabaya. The review of perceived service quality conceptions emphasises the importance of the infl uence of the physical environment on the perception of service quality. The SERVQUAL model Parasuraman et al. 1988 includes the tangible compo- nent, representing physical evidence of the service. The three-component model identifi es the service environment as one of the components in the model affecting the perceived service quality. The hierarchical model Brady and Cronin 2001 takes account of physical environment quality. The perception of service quality and the perception of merchandise quality were also found to be antecedents to store image rather than components of the store image Baker et al. 1994 , pp. 332–3. Brocato et al. 2012 emphasise on the importance of cues of other people in the service experience. H4 Service quality associates with the perception on store atmosphere in Surabaya. Literature reveals the relationship between perceived service quality and satisfac- tion as ‘perceived service quality → satisfaction → behavioural intention’. According to this approach, the evaluation of service quality, which is cognitive in nature, may infl uence satisfaction, which in turn affects behavioural intention Parasuraman et al. 1988 . Rust and Oliver 1997 also explain that the perception of service quality is one dimension that infl uences satisfaction. Therefore, it is hypothesised that H5 Store patronage satisfaction is affected by service quality in Surabaya. balitrulyyahoo.com Store patronage satisfaction has been found to infl uence store loyalty Bloemer and de Ruyter 1998 , word of mouth, price insensitivity, purchase intentions and complaint behaviour Bloemer and Odekerken-Schroder 2002 . Stoel et al. 2004 found that satisfaction with mall attributes is an antecedent for store repatronage intention. H6 Repatronage intention is associated with the store patronage satisfaction in Surabaya.

4.4 The Survey Results