The components of a store atmosphere that can be manipulated to generate answers on individuals are related to sensory factors. Experiential marketing that enhances the sensory aspects of consumption helps in understanding the impact of retail environment on consumer behavior. Retailers around the world have embraced the concept of customer experience management, with many incorporating the notion into their mission statements, searching for the creation of a distinctive customer experience for their customers (Verhoef et al., 2009). The main objective of this paper is to propose a conceptual framework for an extraordinary customer experience. The construction of this theoretical paper was possible through the usage of desk research methodology. We reviewed the theory on store atmospherics and customer experience, both related to the retail setting, beginning on the 1950's and ending on 2011. We also provide some research propositions aiming to develop the knowledge in this field. It is concluded that it is imperative for retailers today to take in account customers' holistic experience as a relevant tool to manage the retail operation in a scenario of global competition.
O estudo propõe que a identificação do consumidor com os outros clientes que compartilham o mesmo ambiente de loja minimiza o efeito crowding. Assim, investigou-se de que modo a similaridade percebida modera a direção dos efeitos da densidade humana sobre a percepção de crowding, bem como da percepção de crowding sobre a satisfação do consumidor. A partir de um estudo de desenho experimental, hipóteses de pesquisa foram testadas, e os achados evidenciam que a similaridade percebida contribui para que o efeito negativo do crowding seja mitigado. Os resultados também sugerem que esta variável se relaciona com a atitude do consumidor com o varejista, com os produtos e com a própria experiência de compra. O trabalho introduz uma variável até então negligenciada pelas pesquisas envolvendo o fenômeno crowding no varejo, ampliando as possibilidades de pesquisa sobre o papel da dimensão social do ambiente varejista sobre o comportamento do consumidor.
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