Impact of Store atmospherics on customer behavior: influence of response moderators

Abstract

This study aims to explore the theme of creating and managing the store atmosphere of exclusive stores from a customer's point of view. The findings from the study indicate that store atmospheric factors have a significant positive correlation with customer approach behaviors, with intangible factors having the most significant impact among all factors. Store atmospheric factors influence not only customer emotions, but also customer perceptions of commodities and services. Price shows a negative correlation with the customer behavioral response. An important finding of the study reflects that a customer's perceptions and emotional state can affect their behavioral responses and perceptions. Emotional responses act as a moderator between store atmosphere and customer behaviors. A very interesting finding of the study is that the customer behavioral responses are influenced by both social and intangible factors. So, although social factors are difficult to manage, they are of considerable importance to the service provider.