Abstract:
In recent years, by population expansion and consequently expansion in service industries, competition has grown in retailing industry more than ever. Retailers can overcome competition in retailing industry by creating attractive, enjoyable, and even more exciting store environment. The purpose of this study is to help marketers, managers and retailers to create an enjoyable and memorable experience for their customers by employing the right multi-sensory environmental stimuli. This study is descriptive in terms of aim, and is applied in terms of path, survey research and of the correlative type. The sample size of this study was 384 customers of chain stores which were selected by simple random sampling method. In analysing the data, inferential statistics topics including structural equation modelling that includes confirmatory factor analysis and path analysis was used.
Machine summary:
The purpose of this study is to help marketers, managers and retailers to create an enjoyable and memorable experience for their customers by employing the right multi-sensory environmental stimuli.
Introduction According to literature and considering research vacancies in multisensory marketing in store environment in all around the world and in Iran, the present study considers the role of multisensory environmental stimuli included visual atmosphere (visual environment), auditory atmosphere (auditory environment), olfactory atmosphere (olfactory environment), tactile atmosphere (tactile environment) and taste atmosphere (taste environment)on customers` in-store experience in Tehran.
Therefore; the basic question of the study is as following: What is the role of multisensory stimuli (visual atmosphere, auditory environment, olfactory atmosphere, tactile atmosphere and taste atmosphere) on improving in-store experience?
(Mandler, 1975; Ward, Davies, &Kooijman, 2003).
A good and positive experience is created in a condition that store managers can carry out the dimensions of sensory marketing well.
The visual dimension makes a positive and significant impact on customer`s emotional experience.
The taste dimension makes a positive and significant impact on customer`s emotional experience.
The olfactory dimension makes a positive and significant impact on customer`s emotional experience.
The tactile dimension makes a positive and significant impact on customer`s emotional experience.
The indices fit of measurement modelling {مراجعه شود به فایل جدول الحاقی} Confirmatory Factor Analysis was applied to decide reliability and validity of sensory marketing variant.
The factor loading and significance of questions {مراجعه شود به فایل جدول الحاقی} As the indices of fitness present, the conformity factor analysis of customer`s experience is of enough sufficiency.