THEMATIC EXPLORATION OF STORE ATMOSPHERIC EFFECT ON CUSTOMER EXPERIENCE-CENTRIC RETAIL BUSINESS
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Date
2023-08-08
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Northwest Journal of Social and Management Sciences. Maitama Sule University, Kano
Abstract
This study qualitatively explored the influence of store atmosphere on customer experience in
selected retail businesses in Lagos state, Nigeria using thematic analysis. Qualitative method was
used as a research design; the population was infinite as the study focused on customers of the 3
selected retail outlets in Lagos state, the study adopts multi-stage sampling technique. Face-to-face
interview was used to collect the primary data; four respondents were interviewed for the study.
The data was analyzed with Nvivo software version 12. From the outcome of the qualitative
analysis, there was significant relationship between the independent variables and dependent
variables through the semi-structured interviewed held with the 4 participants. From the interview
conducted on the study, the study concluded that basic retail store atmosphere elements have
positive relationship with customer experience as the creation of appealing store ambient through
using of mood, lighting, clean environment, using of color psychology are essential constituents
which supports retail store atmosphere and customer experience and loyalty. The study
recommended that retail stores business owners should emphasise more on ways of improving retail
store environment as retail store service providers are not competing on product display alone but
on the beautification and attractiveness of their store environments at both internal and external.