Abstract
Many studies have found that within an intensely competitive market, it is difficult for retailers to gain advantages from products, prices, promotions, and location. They have to work hard to keep their stores favourable in the mind of consumers. Both practitioners and researchers recognize store atmosphere as a tool for creating value and gaining customers. This chapter provides a conceptual framework for studying the influence of store atmosphere on the store patronage. The chapter presents the main dimensions that constitute conventional retail stores' atmosphere and clarifies the manipulation of elements such as colour, lighting, signage, etc. within the store to communicate retailers' messages to customers. The topic is investigated from both retailers` and customers` perspective. The chapter concludes that both consumers and retailers prioritize functional cues in modern retailing forms.
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