Η ατμόσφαιρα καταναλωτικού καταστήματος: η περίπτωση του ΙΚΕΑ

Abstract

Nowadays, retail sector is characterized by intense competition resulting in finding ways to create long-lasting relationships with customers. The role of store atmospherics, creative design and value co-creation are essential in order to achieve this. All these can foster and sustain pleasant emotional responses and memorable experiences, which provide retailers with competitive advantage. Although there are empirical studies examining store atmospherics, few of them analyze the holistic effect on consumer behavior. To fill this gap in research, the main purpose is to unveil the impact of store atmospherics, creative design and thinking on customer experience and perceived value, variables that ultimately determine customer loyalty. In this case, a quantitative research method was employed with the survey technique. A convenience sample was collected that consisted of 393 customers who visited an IKEA store in Greece during the last 2 years. The findings showed that Ambience, Layout and Social Cues, as well as Creative Design positively and significantly affect Cognitive, Affective, Physical and Social Experience. These factors have also a positive and statistically significant effect on Customer Perceived Value. However, this is not the case for Design and Layout Cues, as they were found to be insignificant predictors. In other words, spacious design, careful placement of products, attractive displays and creative exterior design do not determine the overall value and benefits perceived by store visitors / customers. In addition, Cognitive, Affective and Physical Experience positively predict Customer Loyalty. Nevertheless, Social Experience does not have a significant effect. Finally, Overall Customer Experience was found to have a positive effect on Customer Perceived Value. These results confirm and add new knowledge to marketing literature. Based on the research findings, practical implications are drawn for marketing specialists and academic professionals. Last but not least, important limitations and suggestions for future research are listed.