“…He points out that ''quality'' in his example has to be seen as an aggregated construct that consists of a range of issues: assortment, speed and efficiency of transactions, quality of store personnel, quality of store ambience and others. Other researchers emphasise the strength of a comprehensive experiential marketing strategy which evokes positive emotions in consumers as the main component of the positioning strategy, strategically managing a customer's entire experience with the retailers, focussing on store atmosphere, consumers desires, consumer excitement, entertainment and a clear, emotionfocused image, since these features are expected to be less imitable than most functional attributes (Schmitt, 1999;Ailawadi and Keller, 2004;Weinberg, 1986;Esch and Levermann, 1993). Also, more than in the case of consumer goods, retailing is also able-due to the direct interaction with consumers-to offer superior service quality.…”