The Role of Multisensory Environmental Stimuli in Enhancing Hyper Customers in Store Experience
Subject Areas : Business Strategy
Seyed Pouya
Ghazi Mirsaeid
1
(Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Mohammad Ali
Abdalvand
2
(Department of Business Management, Science & Research Branch, Islamic Azad University, Tehran, Iran)
Keywords: Visual Atmosphere, Auditory Atmosphere, Olfactory Atmosphere, Tactile Atmosphere, Taste Atmosphere, Store Environment,
Abstract :
In recent years, by population expansion and consequently expansion in service industries, competition has grown in retailing industry more than ever. Retailers can overcome competition in retailing industry by creating attractive, enjoyable, and even more exciting store environment. The purpose of this study is to help marketers, managers and retailers to create an enjoyable and memorable experience for their customers by employing the right multi-sensory environmental stimuli. This study is descriptive in terms of aim, and is applied in terms of path, survey research and of the correlative type.The sample size of this study was 384 customers of chain stores which were selected by simple random sampling method. In analysing the data, inferential statistics topics including structural equation modelling that includes confirmatory factor analysis and path analysis was used.
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