The retailing market is one of the fastest growing sectors in Egypt and is expected to follow an upward trend in the coming decade.
This research aimed to investigate the relationship between specific retail factors and some of the retailers’ targeted and sought-after retail outcomes. The retail factors that were studied are store atmospherics, store staff and store policies. The retail outcomes
that were studied are the customer’s willingness to re-patronage the store, customers’ willingness to repurchase at the same store and customers’ intention to generate WOM about the visited store.

The researcher started by conducting qualitative research using in-depth interviews with experts followed by customers’ survey about the retail market in Egypt. Then the researcher did an exploratory factor analysis (EFA). The output of the EFA was
the input for Confirmatory Factor analysis (CFA). Using Partial Least Squares (PLS), the researcher analyzed the relationship between specific retail factors and some of the retailers’ targeted retail outcomes. Then, the researcher conducted a third round of indepth
interviews with customers to clarify the findings of the PLS.

The research insights provide a guide for retailers on how to develop attractive retail store format through managing store atmospherics, store staff and policies of the store. Thus retailers could design and develop attractive, relevant retail formats for their
customers, focusing on what matters such as number of store staff on the shop floor, availability of functional washrooms and parking availability.