The Elements of In-Store Customer Experience and Customer's Emotional State in the Retail Industry

This paper examines the impact of the right mix of atmospheric factors used to create the in-store customer experience and emotional state in a retail market that includes ambience factors (volume of music, type and strength of aroma, level of lighting), interaction with sales people, and store display on the in-store customer experience, and the customer's positive emotional state. Survey data from an actual retail setting consisting of 105 customers indicated that customer's positive perception of interaction with sales employees is the main determinant of total customer experience. We also show that right mix of ambience variables triggers a customer's positive emotional state. The customers, whose mood is improved due to right mix of ambience factors have an enjoyable, memorable store visit, spend more time and money in the store, and purchase more products