Effect of store atmospherics on employees' reactions

Abstract

PurposeThis paper aims to better understand the effect of store atmospherics on the employees' cognitive, affective and physiological responses. It tries to build on store atmospherics literature to gain more insights on how these store atmospherics – often handled to produce positive outcomes among consumers – affect employees' attitudinal and behavioural reactions.Design/methodology/approachThis study adopted an explanatory approach. In‐depth interviews were conducted with 13 employees working in internationally reputed clothing stores. A content analysis was carried out.FindingsThe study reveals that employees could adopt avoidance behaviours because of the environmental factors. Specifically, it suggests that the lack of variation in the musical program, incongruence of music genre – salespersons musical preferences, long exposure to the same rhythms, task complexity, crowding, might affect the employees' attitudinal and behavioural responses. In addition, the relationships between the sales force team are found to influence employees' reactions.Research limitations/implicationsBecause of the complexity of the subject matter and the research approach adopted, the study findings may lack generalisability. Further studies are required to test the suggested framework in different service settings.Practical implicationsThe study finding stresses the need that in an attempt to produce positive reactions from consumer, clothing stores managers should also devote attention to employees' responses to store atmospherics as they might inhibit the quality of the service delivery process.Originality/valueThis paper fulfils a recognized call to thoroughly understand the impact of store atmospherics on employees' reactions in services marketing. The study enlarges the scope of store atmospherics research in marketing to encompass not only the consumer's reactions but also the employee's ones.