The effect of retail store features on customers enjoyable shopping experience (Case Study: Ambassador Chain Stores)

Seyedeh Masoumeh Ghamkhari¹ Samaneh Nasiri² Narges Ebrahimi³

1) Assistant Professor of Payame Noor University of Iran,
2) Iran University of Payam noor,
3) Iran University of Payam noor,

IOI Code : XECH-GFDDH
Publication : The First National Conference on Transformation in Management (manconf.ir)
Abstract :
    The main purpose of this study is to investigate the effect of artistic features of retail stores on the enjoyable shopping experience of customers in the leisure of Safir chain stores. In this study, the characteristics of retail art stores (product variety, store decoration, product layout for access, music played in the store space, quality of products provided, store decoration and showcase, appropriate store fragrance, product prices, staff attitude, Store brightness and product availability) as independent variables and components of customers enjoyable shopping experience (customer attraction, customer leisure, excitement among customers, customer learning experience, communication experience and customer experience) Dependent variables are considered. The statistical population of the study was all customers of Safir chain stores in the west of Tehran 384 people were selected as a statistical sample and the data analysis method was performed through structural equations. The results show that independent variables have a direct and significant relationship with dependent variables.

Keywords : customer shopping experience retail store features safir store