ATMOSPHERIC AMBIENCE INFLUENCE ON CUSTOMERS’ EXPERIENCE IN SERVICE MARKETING
Loading...
Date
2023-10-11
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Federral University, Oye-Ekiti
Abstract
This study examined the consequence of atmospheric ambience on customers’ experience in
service marketing with special interest in store-based retail business. Quantitative technique was
used as a research design; the population size was infinite as the study focuses on the customers
of 19 retail outlets in Lagos state metropolis. Survey method through questionnaire was used to
collect the primary data; Godden (2004) model sample size was adopted and 246 was
determined as sample size, convenience sampling techniques was employed in the study. Out of
the 246 copies of the questionnaire that were administered, 150 were finally retrieved and coded
for data analysis. Standard multiple regression (SPSS version 26) was adopted to analyze the
data. The conclusion of the study shows that retail store ambience is probably one of the most
important factors in attracting and retaining customer and enhancing positive customer experience in
retail outlets. The study recommends that the retail stores practitioners should try as much as
possible to emphasise more on ways of improving their retail store environment and also make
frantic effort in ensuring that their customers have easy access to and fro the retail store by
effectively managing the parking lot of their retail store environment.