The influence of store atmospherics on customers’ satisfaction at selected South African retail outlets

Abstract

In the retail environment, customers are stimulated by the look and feel of a store and how it is laid out. Certain store elements create an atmosphere that attracts customers to certain outlets as their preferred shopping destination. Therefore, retailers need to ensure the customers’ shopping experience is enjoyable. This study aimed to examine the influence of atmospheric store elements on the factors that influence customers` satisfaction. A quantitative, cross-sectional, descriptive study was conducted in four retail outlets in Cape Town, South Africa, with data collected through a structured questionnaire distributed to the outlets’ customers. A systematic random sample of 388 responses was achieved. The information collected was analyzed using relevant descriptive and inferential statistics. Although small, positive correlations were found between the independent variables (cleanliness, lighting, music, floor adverts, employee efficient service, employee appearance) and the dependent variables (positive image of store, pleasant mood, time spent in store, intention to revisit store). As such, the study highlighted the importance of store atmospherics to the factors that encourage customers` satisfaction. Since little research has been done into store atmospherics in the South African context of grocery stores, this study has contributed new knowledge in this field.

Will music with or without fragrance in retail stores increase consumer purchase behaviour in emerging markets?

“…Earlier purchase behaviour was influenced by brand benefits compared to today's consumers who are looking for a shopping experience (Ndengane et al, 2021). During buying situations, customers pay less attention to the physical environment and more to quality, employee service quality and price fairness, as per the study by Singh et al (2021).…”

“…Though, the three motives- “product motive (functional values)”, “services motive” and “atmospheric motive” have significant impacts on loyalty, the atmospheric motive has the highest impact on loyalty compared to product and service motives (Karunaratna,2021). Many studies have found that the impact of the atmospheric motive is significant (Ndengane et al. , 2021; Husnain et al.…”

“…Though, the three motives-"product motive (functional values)", "services motive" and "atmospheric motive" have significant impacts on loyalty, the atmospheric motive has the highest impact on loyalty compared to product and service motives (Karunaratna,2021). Many studies have found that the impact of the atmospheric motive is significant (Ndengane et al, 2021;Husnain et al, 2019;Munir et al, 2021;Ndengane et al, 2021;Almotairi, 2021). Therefore, music, with or without fragrance (ambiance), has an important role in consumer purchase behaviour due to the stimuli it creates (Srivastava, 2020).…”

Analytical study of correlation between retail store image and shopping behaviour of Saudi Arabian consumers

“…As a result, it is essential to study the factors that make the store image relevant in the current business environment. Previous research has relatively contributed and advocated that store image has varied characteristics across retail sectors bearing that each retail outlet has a distinctive perception of consumers (Cho & Lee, 2017;Vukadin, Lemoine & Badot, 2019;Trevino, & Trevino, 2021;Ndengane, Mason & Mutize, 2021;Pavlic, Vojvodic & Puh, 2022;Hiremath et al, 2022;de Cosmo et al, 2022). Shamsher (2014) has identified factors that contribute to the store image, i.e.…”

Color at the point of sale: Psychological and communicative implications

“…The consumer has an experience in the fact of entering the establishment, for this reason, retailers must create a shopping experience that appeals to customers as they can be seduced by atmospheric stimuli (Mfundi Ndengane et al, 2021). This can be favorable, fun, slow, boring, and so forth.…”