Main Article Content
Abstract
A memorable shopping experience is the one when the customer feels happy pleasurable and satisfied. In a high competition environment such as retail industry, a successful business is influenced by how fast the pleasing emotions of the customers are captured. Customers care a lot about how the store looks feels and are likely to purchase a product if the customers are satisfied with the environmental factors. A retailer’s atmosphere may influence people’s shopping enjoyment, as well as the time spent browsing, tendency to spend more than initially planned and likely the future purchase. The study examines the effect of store environment on the emotions of the customer.