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Atmospherics as a marketing tool
... Kotler (1973: 48) mengemukakan istilah 'total product' yang meliputi pelayanan, pengemasan, garansi, iklan, pembiayaan, basa-basi serta citra. Kotler (1973) juga menemukan bahwa atmosfer dapat berperan sebagai produk utama sendiri. ...
... Atmosferik adalah suatu usaha untuk merancang lingkungan pembelian yang menghasilkan efek emosi tertentu pada pembeli yang dapat meningkatkan kemungkinan pembeliannya. Kotler (1973) mengidentifikasi empat istilah sensorik utama yang membangun atmosfer ritel yakni penglihatan (visual), suara (aural), aroma (tactile). Indera kelima yakni rasa, tidak ada dianggap terkait langsung dengan atmosfer. ...
... Preferensi individu, identitas kelompok, dan simbolisme budaya adalah variabel yang mempengaruhi perilaku pembelian konsumen. Terkait suasana atau lingkungan layanan, Kotler (1973) menyebutkan pentingnya lingkungan layanan dan atmosfer pusat perbelanjaan yang difokuskan pada stimulus yang diberikan pada konsumen. Lingkungan layanan dibangun dari 1) faktor lingkungan, seperti kualitas udara, suara atau kebisingan, dan aroma; 2) faktor desain, seperti arsitektur, pencahayaan, dan tekstur; dan 3) sosial faktor, seperti personel pelayan dan penampilannya (Hultén, 2015). ...
Dalam melakukan pemasaran produk, penting bagi bisnis untuk mengenali perilaku konsumen agar strategi pemasaran yang digunakan menjadi efektif dan tepat sasaran. Dalam memahami perilaku konsumen (consumer behaviour), dikenal dengan istilah psikologi konsumen (consumer psychology). Dengan mempelajari psikologi konsumen, para pelaku bisnis dapat memahami faktor-faktor apa saja yang dapat mendorong perilaku konsumen untuk memutuskan membeli suatu produk. Psikologi konsumen mengacu pada sebuah proses bagaimana pelanggan untuk memilih, membeli, menggunakan, dan menolak produk dan/atau jasa. Psikologi konsumen bertujuan untuk mengetahui alasan konsumen dalam membuat keputusan yang mereka lakukan.
... Bu etkilenme müşterilerin psikolojik olarak davranışlarını yönlendiren fiziksel unsurlardır. Bu sebeple perakende ortamının tasarımında sadece fiziksel etmenleri değil müşteri algısı, müşteri tutumu, müşteri memnuniyetini ve davranışsal yönelimleri gibi psikolojik bileşenleri de göz önünde bulundurmak gereklidir (Kotler, 1973). ...
... Memnuniyetin sürekli hale getirilmesi müşteri sadakat ve bağlılığını arttırmaktadır. Bu nedenle, perakende ortamının psikolojik bileşenleri, müşteri deneyimini optimize etmek, sürekli hale getirmek ve satışları artırmak için stratejik olarak doğru kullanılmalıdır (Kotler, 1973). ...
... Mağaza Atmosfer Tasarımı ve Ortam Faktörleri (Atmospherics and Environmental Factors): Mağaza atmosferi, müşterilerin mağaza içindeki deneyimlerini etkileyen özellikle duyu organlarına yönelik unsurları içerir (Kotler, 1973). Bu unsurlar, ışıklandırma, koku, müzik ve renk gibi bileşenlerin bir kombinasyonu olarak örneklendirilebilir. ...
Dijital çağ, pazarlama ve perakendecilik dünyasında köklü bir dönüşüm sürecini beraberinde getirmiştir. Bu kitap hem geleneksel pazarlama yaklaşımlarını hem de dijitalleşmenin etkisiyle ortaya çıkan yenilikçi iş modellerini ele alarak pazarlama yazınına değerli bir katkı sunmayı hedeflemektedir. İş dünyasında ve toplumsal yaşamda yaşanan değişimler, tüketici davranışlarının yanı sıra pazarlama stratejilerini de dönüştürmektedir. Pazarlama ve Perakendecilik: Dijital Çağın Dönüşümleri, bu dönüşüm sürecini anlamak ve yön vermek isteyen araştırmacılar, akademisyenler ve uygulamacılar için önemli bir başvuru kaynağı niteliğindedir. Kitapta, dijital dönüşümün perakendecilik üzerindeki etkileri, tüketici davranışlarının değişen dinamikleri, sürdürülebilir pazarlama stratejileri ve müşteri deneyimi gibi güncel ve ilgi çekici konular ele alınmaktadır. Bölümler hem teorik çerçeveyi hem de güncel saha araştırmalarını bir araya getirerek okuyuculara pazarlama ve perakendeciliğin dönüşüm süreçlerine dair derin bir perspektif sunmayı hedeflemektedir. Bu eserde yer alan bölümler, dijital çağın pazarlama ve perakendecilik üzerindeki etkisini anlama ve anlatma çabasında önemli bir adımı temsil etmektedir. Dijitalleşme ile yeniden şekillenen bu alana dair derinlemesine bir analiz sunmayı amaçlayan kitap, okuyucularını düşünmeye, keşfetmeye ve tartışmaya davet etmektedir.
... In some cases, the atmosphere may be the main product. The atmosphere is an effort to design purchasing environments to produce specific emotional effects increasing customers' likelihood of purchasing (Kotler, 1973). Therefore, it can be assumed that in a restaurant that is thought to have an impressive atmosphere, the physical environment creates favorable feelings for the customers and increases their satisfaction. ...
... While it is a physical environment according to Baker (1987), Kotler (1973) defines it as an 'atmosphere.' While Turley and Milliman (2000) describe it as the market environment, Arnold et al. declared it (1996) economic environment. ...
... The physical environment for a business refers to the natural and nonsocial environment created by humans (Kim & Moon, 2009). The physical environment can be adopted to describe the controllable characteristics of a physical environment that can increase and affect certain behaviors leading to the possibility of purchasing on customers (Bitner, 1992;Kotler, 1973). ...
In this study, it was aimed to investigate the effect of physical environment elements on price perception, customer satisfaction and intention to repeat purchase in fast food restaurants. In the study, decoration, atmosphere, and order factors were used as physical environmental elements. The study included 204 students randomly selected from the Tourism department of a State University. A survey consisting of 29 statements was conducted. The relationship between variables was analyzed using structural equation modeling PLS-SEM. According to the results of the research, it has been determined that the fast-food restaurant environment elements affect the perceived price and customer satisfaction with decoration and layout elements. There was no statistically significant relationship identified between the size of the atmosphere and both the perceived price and customer satisfaction. Additionally, no significant correlation was observed between atmosphere size and the variables of perceived price and customer satisfaction. According to the results, it has been determined that the size of the order has the biggest effect on price and customer satisfaction. Finally, it was concluded that the perceived price and customer satisfaction had an impact on purchase intent.
... The atmosphere of the shopping environment can influence customer attitudes and their perceptions in relation to the overall quality of the store in terms of the uniqueness of the product, service levels (Baker, Grewal and Parasraman, 1994), the purchase price (Areni and Kim, 1993) and purchase volume (Milliman, 1982). Kotler (1974) has proposed atmospherics as an important part of retail marketing strategy. It is also found that the shoppers determine the value of the merchandise based on monetary as well as non- monetary costs (Zeithaml, 1988). ...
... The interior design within store can maintain customer interest, encourage customers to lower their psychological defenses and easy to make purchasing decisions (Kotler, 1974;Walters and White, 1987;Bitner, 1992;Omar, 1999;Davies and Ward, 2002). Therefore, Marketers have recognized that point of visual merchandising in retailing makes significant effect on consumer buying decisions (Schiffman and Kanuk, 1996). ...
Private labels, the store brands of retailers, are representing a sizable
portion of the modern retailing, becoming the significant source of profits to the
retailers. This has signaled for a combat between private labels and
manufacturing brands. The private labels compete with the premium brands on
the basis of price. These private labels which are perceived as inferior goods in
terms of quality took a U-turn by making their mark at the premium-end too. In
Europe and United States of America, private labels have reached near maturity
gaining maximum market share in retailing. But in the highly fragmented and
emerging Indian retail industry, private labels started foraying in the booming
phase. This paper focuses on the evolution of private labels in global and Indian
retail markets. Further, it also discusses the scenario of the Indian retail industry
and the emerging role of private labels, their importance and the trend that are
likely to be seen in the future.
... The most important of these is the atmosphere of the business (Özata Şahin, 2022). The first study on the concept of atmosphere in the literature has been conducted by Kotler (1973). The aim of this study is to reveal the effect of consciously designed spaces on consumer behavior. ...
... The aim of this study is to reveal the effect of consciously designed spaces on consumer behavior. Kotler defines atmosphere as "purchasing environment designed to increase the probability of purchase, to be effective on the consumer and to evoke certain emotional impulses" (Kotler, 1973). As for the other definitions made in literature regarding the atmosphere, Heung and Gu (2012) defined atmosphere as "the conscious design of space", Milliman (1986) expressed it as "an all-encompassing term used to describe an experience that is felt but not always seen", Ha and Jang (2012) defined atmosphere as "an important factor in influencing customer satisfaction" (as cited in Petzer and Mackay, 2014); Francioni, Savelli, and Cioppi (2018) defined it as "all physical and non-physical elements that can affect the customer's behavior towards the business" and finally, Turley and Bolton (1999) used the phrase "shaping a marketing environment to both encourage certain behaviors and evaluations from consumers and to appeal to a specific target market". ...
The concept of atmosphere, which refers to the design of the purchasing environment, aims to create certain emotions that increase the consumer's purchase intention. The atmosphere of any business in question can be effective in consumers' restaurant preferences. In order to gain an advantage in a competitive environment, businesses can provide customer satisfaction by conducting studies on the atmosphere. Therefore, controlling consumer behavior has become extremely important. At this point, the concept of behavioral intention formation, which is the output of consumers' purchasing process, emerges. Behavioral intention can be estimated by consumer behavior, consumers' attitudes towards behavior, subjective norms regarding behavior, and perceived control over performing the behavior. Examining the effect of restaurant atmosphere on behavioral intention after purchase is one of the factors of strategic importance for businesses. In this context, the purpose of the research is to reveal the effect of restaurant atmosphere on behavioral intention after purchasing the service. The survey form, which was created as a result of the literature review, was used as the data collection tool in the research. The research population consists of customers of Tourism Operation Certificated Restaurants operating in Ankara. Descriptive statistics CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Model) analyses were used in the evaluation of data and hypotheses. According to the findings obtained as a result of the analysis, all hypotheses created for the restaurant atmosphere dimensions (facility aesthetics, ambiance, lighting, layout and employees/personnel) were supported according to the research results. When the effect coefficients of the sub-dimensions of the restaurant atmosphere scale are examined, it is seen that the highest effect is in the "layout" dimension and the lowest effect is in the "facility aesthetics" dimension. It was determined that the restaurant atmosphere has a significant and positive effect on behavioral intention.
... (Furrer et al. 2023). Kotler (1973) coined the term "atmosphere" to describe the environmental cues that influence customers to develop specific emotions and thus increase their likelihood to make a purchase, and since then the influence of the servicescape on customer responses has increased substantially. Bitner (1992) proposed the term "servicescape" to describe the physical environment in which a business provides services to customers (Li and Wei 2021). ...
... Servicescape literature began to emerge after Kotler (1973) introduced the term "atmosphere". The author referred to the servicescape as "service atmosphere" and defined it as "the organization of service environments to create emotional effects in order to increase the sense of purchase in customers". ...
Este estudio busca determinar cómo el panorama de servicios sociales influye en la imagen y satisfacción de los clientes de restaurantes. Se analizó a los restaurantes en el distrito de Bahçelievler en Estambul con el Certificado de Gestión Turística del Ministerio de Cultura y Turismo de Türkiye. Se recopilaron datos de 360 visitantes de los restaurantes. Se utilizaron los Modelos de Ecuaciones Estructurales (MES) para examinar las relaciones entre las variables. Los resultados muestran que las dimensiones del panorama de servicios sociales, como empleados, otros clientes y relaciones, impactan positivamente en la imagen del restaurante. Sin embargo, la aglomeración social tiene un efecto negativo en la imagen. Además, se encontró que la imagen del restaurante influye positivamente en la satisfacción del cliente.
... What Kotler (1973) and Bitner (1992) contribute to this debate is that they recognize the importance of the multidimensional attributes that space must have to have meaning in a particular consumption context. This view was quickly adopted by tourism academics Getz (1994); Otto & Ritchie (1996) as a means of understanding how performance aspects of host-guest interactions develop. ...
Objective: This study aims to develop an experience-based tourism development model (experiencescapes) that balances the economic, education and environmental aspects of natural and historical attractions in Cangkuang Temple. Theoretical Framework: This study explores the intersection of Sustainable Development Goals (SDGs) 4, 8, and 13, in the context of tourism management and destination development. Method: This study uses a mixed approach, combining qualitative and quantitative methods. Qualitative data were obtained through observations, interviews, and focus group discussions (FGD) with tourism managers and experts, while quantitative data were collected by distributing questionnaires to 50 visitors to measure the quality of the tourism experience. Results and Discussion: The results show that all dimensions of the tourism experience quality at natural and historical tourist attractions are important for enhancing visitor experiences. Based on these findings, physical designs of the tourism area, such as gazebos, gardens, and museums, are proposed to improve comfort and visitor experience while maintaining the cultural and natural characteristics of the location. Research Implications: This research provides valuable insights into the factors influencing the quality of the tourism experience and can be used to design more effective and sustainable tourism areas. The findings are expected to help tourism managers enhance the appeal of natural and historical attractions and contribute to the development of more inclusive and educational tourism. Originality/Value: This study adds value by combining visitors' experience perspectives on natural and historical tourist attractions with the physical design of tourism areas to improve the quality of those experiences. The findings also introduce the concept of "experiencescapes" in designing deeper and more meaningful tourism experiences for visitors.
... What Kotler (1973) and Bitner (1992) contribute to this debate is that they recognize the importance of the multidimensional attributes that space must have to have meaning in a particular consumption context. This view was quickly adopted by tourism academics Getz (1994); Otto & Ritchie (1996) as a means of understanding how performance aspects of host-guest interactions develop. ...
Objective: This study aims to develop an experience-based tourism development model (experiencescapes) that balances the economic, education and environmental aspects of natural and historical attractions in Cangkuang Temple. Theoretical Framework: This study explores the intersection of Sustainable Development Goals (SDGs) 4, 8, and 13, in the context of tourism management and destination development. Method: This study uses a mixed approach, combining qualitative and quantitative methods. Qualitative data were obtained through observations, interviews, and focus group discussions (FGD) with tourism managers and experts, while quantitative data were collected by distributing questionnaires to 50 visitors to measure the quality of the tourism experience. Results and Discussion: The results show that all dimensions of the tourism experience quality at natural and historical tourist attractions are important for enhancing visitor experiences. Based on these findings, physical designs of the tourism area, such as gazebos, gardens, and museums, are proposed to improve comfort and visitor experience while maintaining the cultural and natural characteristics of the location. Research Implications: This research provides valuable insights into the factors influencing the quality of the tourism experience and can be used to design more effective and sustainable tourism areas. The findings are expected to help tourism managers enhance the appeal of natural and historical attractions and contribute to the development of more inclusive and educational tourism. Originality/Value: This study adds value by combining visitors' experience perspectives on natural and historical tourist attractions with the physical design of tourism areas to improve the quality of those experiences. The findings also introduce the concept of "experiencescapes" in designing deeper and more meaningful tourism experiences for visitors.
... If the ability to attract and draw in a shopper then the way a store looks could either benefit or detract from the shopping experience (Underhill, 2009). According to Kotler (1973), Conduct is shaped by environment and visual stimuli create a Lubal environment that is aligned with the target audience. oppurtunity. ...
This study investigates how visual merchandising impacts the purchase decision with respect to apparel using accidental sampling technique and the total of 120 respondents. In order to evaluate the relationships between visual merchandising elements and consumer buying behavior, the current research adopts Structural Equation Modelling (SEM) as its primary analysis method. The research concludes the strategic significance of window displays, in-store positioning, and the model styling in influencing shopper behavior, embedded with actionable recommendations to develop a better merchandising strategy.
... questionnaires across 30 different Seoul museums, Jeong and Lee (2006) found that environmental features directly and indirectly impact visitors' emotional affect, fatigue, and satisfaction. Environmental psychologists (e.g., Baker, 1987;Bitner, 1992;Forrest, 2013;Kotler, 1973) suggest that people may perceive the same environmental features differently. What one visitor finds pleasant and enjoyable, another may find overwhelming and negative (Forrest, 2013, p. 210). ...
... The evolution of atmospherics from a concept grounded in physical store design to its current significance in the digital realm marks a pivotal shift in the way businesses engage with their consumers. Kotler (1974) laid the foundation for understanding atmospherics as the conscious design of a store space to generate specific influences on its customers or shoppers. Sirgy, Grewal, and Mangleburg (2000) extended the concept of store atmospherics to incorporate aspects such as color, lighting, decoration, and displays, emphasizing their influence on consumer decision-making. ...
In the digital era, online atmospherics have emerged as a pivotal factor influencing consumer behavior and engagement in online platforms. Online atmospherics refers to the strategically designed elements of a web environment aimed at stimulating the senses to create positive user experiences and enhance consumer responses. Given the dynamic nature of consumer interactions and technological advancements in digital commerce, the need to study online atmospherics is ever evolving, demanding continuous exploration to adapt and optimize the online shopping experience. A comprehensive review was conducted on 80 articles published between 2000 and 2023, utilizing the integrated ADO–TCM framework. Through the antecedents, decisions, and outcomes (ADO) framework, this study reveals what we know about online atmospherics. The theories, contexts, and methods (TCM) framework reveal how we know about online atmospherics. Moreover, this study aims to identify significant gaps in the current literature and recommend specific future research avenues. This systematic literature review (SLR) serves as a crucial resource for practitioners by providing a comprehensive analysis of effective online atmospherics, aiding in the development of more engaging digital shopping experiences. Simultaneously, it offers scholars a consolidated foundation, facilitating further exploration and innovation in the domain of online atmospherics in emerging channels.
... Different research questions began to arise as the atmospheric qualities of the online store emerged as a particularly interesting and important topic (Eroglu et al., 2003). Store atmosphere has been defined as "the effort to design purchasing environments to constitute specific emotional effects in the consumer that increase the likelihood of purchase" (Kotler, 1973). Web atmosphere or online store atmosphere is defined as "the deliberate design of web environments to increase positive consumer reactions and create positive effects on users" (Dailey, 2004). ...
... Entre os elementos que compõem o ambiente do estabelecimento, destacam-se os seguintes: estrutura física, limpeza, música, aromas, letreiros, temperatura, cores das paredes, iluminação, além de outros, que despertam sensações e emoções nos consumidores e formam a imagem da loja na mente das pessoas (McGoldrick, 2002;Solomon et al., 2006). Além desses aspectos que constituem a atmosfera da loja, há ainda, a interação funcionário-cliente, que Alhelalat, Habiballah e Twaissi (2017) No que se refere à geração Z a mesma deve ser considerada como parte do importante da economia, pois influencia nas decisões de consumo das famílias conectadas e desde muito jovens já são atingidas pelo marketing (Kotler;Kartajaya;Setiawan, 2021;Solomon et al., 2006). ...
A compreensão dos aspectos relacionados à satisfação dos consumidores é fundamental em um mercado competitivo como o de restaurantes. O objetivo da pesquisa foi identificar os atributos que explicam a satisfação dos consumidores, segundo as percepções dos clientes do Outback Steakhouse. Após a análise estatística foram identificados os fatores relacionados a satisfação do consumidor: excelência do atendimento e confiabilidade na marca onde os aspectos associados aos serviços oferecidos apareceram com relevância; qualidade e variedade do cardápio no qual os elementos associados ao produto foram importantes; atendimento personalizado com aspectos relacionados ao serviço prestado na loja; estrutura onde apareceu a importância dos aspectos visuais da loja; orientação ao cliente e eficiência onde os elementos associados aos interesses e tempo de atendimento foram importantes; apresentação ressaltando os aspectos de atmosfera de loja e solicitude relacionado ao interesse em resolver problemas., Os fatores podem ser considerados para outros restaurantes na implementação de melhorias.
... Servicescape, initially defined by Kotler (1973), refers to the physical environment that impacts people's emotions and purchasing behaviour. Bagozzi (1975) emphasised the significance of place and management in defining servicescape as the setting where interactions between consumers and staff take place. ...
The tourism and hospitality industry encompasses a wide range of customer segments, including a diverse representation of sexual orientation, gender identity and expression, and sex characteristics. This study explores the experiences of LGBTIQ+ customers within servicescapes via social identity theory. Adopting a queer ethnographic approach, the study conducted in-depth interviews with twenty-seven participants identifying with non-normative sexual and gender identities within the Pan-Asian region. Through inductive thematic analysis, six key themes are identified: heteronormativity, cisnormativity, endonormativity, gender essentialism, gender patriarchy, and misandry myth. The study introduces a novel conceptualisation of sexual and gender normativities, with interdisciplinary implications, that challenge the conventional knowledge of servicescapes. Additionally, the study includes practical recommendations for businesses and policymakers to foster more inclusive societies.
... Di più: le 4P del marketing for profit (Product, Price, Placement, Promotion) non erano invero monche, se per "prezzo" si intendeva qualcosa di non-monetario, come l'investimento di tempo dell'utente, le eventuali barriere fisiche, e quindi la localizzazione del "prodotto", oltre che aspetti psicologici e sociali. A quei fattori Kotler ne aggiunse poi acutamente un quinto: atmospherics (Kotler 1973), ovvero la cura dell'ambiente mirata ad attrarre l'utente o il consumatore, pienamente applicabile anche alle istituzioni bibliotecarie. ...
This paper sets out to sketch a review of the literature, training courses and scientific and professional debate on library marketing and promotion, with a particular focus on the Italian case. Starting from Norman O. Gene's detailed account (1982) of the emergence of library marketing in international literature, the first section describes its origin and development in Italy, tracing the timeline of the main articles and monographs on the topic. In the second section, focus shifts to conferences and seminars, which often resulted in editorial outputs. The third paragraph addresses the librarians' training in communication and library marketing in Italy, both in the form of university classes and workshops for professionals, finding them insufficient for the today’s scenario. Finally, blogs, newsletters and podcasts on library marketing in Italy and abroad as well as international awards for library marketers are discussed. In all cases, the Italian scenario is considered through comparison with the international one. The topic is clearly intertwined with the marketing’s evolution as a discipline not exclusively devoted to profit, and its transition from analogical methods of promotion to the contemporary digital ones provided by ICT and social media. The study highlights the need for further research and commitment on digital marketing for cultural institutions in Italy.
... L'atmosphère est « la création d'un environnement d'achat produisant des effets émotionnels spécifiques chez l'individu susceptibles d'augmenter sa probabilité d'achat » [13]. C'est une combinaison de l'environnement physique à travers ses dimensions sensorielles visuelle (couleur, lumière, design), auditive (musique, son), olfactive (odeurs, parfum), tactile (température, solidité, douceur) voire gustative (dégustation) et de l'environnement social (personnel de vente, autres clients, foule, etc.) [14]. ...
... Both Pine and Gilmore and Philip Kotler identify interactive, multisensory retail design as the most important way to differentiate goods in a saturated market, and the significance of this point in the digital age cannot be overstated (Kotler, 1974;Pine and Gilmore, 1999). Neither Lush nor Disney would be considered luxury retailers, and yet their goods are priced higher than most other retailers of similar products on the high street due to their strong brand ideology and elevated shopper experience. ...
A substantial body of work has evidenced the effectiveness of experiential retail design, and yet only a small proportion acknowledges the role of shopper labour in the production of value. Furthermore, studies of retail design often focus on singular elements such as lighting, failing to acknowledge that the act of shopping is always a multisensory, holistic experience. This research addresses that gap, and contributes to discourse regarding the role of brick-and-mortar stores in the digital age. Observations were undertaken in three flagship retail locations on Oxford Street, London: Lush, Disney and Primark. Data was gathered on aspects of the spaces including layout, flow, lighting and scents, as well as shopper behaviour and attitudes towards the in-store experience. Utilising this combined data, this project argues that four types of consumer labour can be seen in contemporary retail spaces: physical, emotional, social and ideological. The findings suggest that retailers may be overlooking the importance of “real life” brand interaction in stores in favour of the perceived profitability of ecommerce. Additionally, it may be pertinent to consider the cultural implications of mass closures of brick-and-mortar stores, as spaces of entertainment, leisure and socialisation, as well as spaces which facilitate certain types of care work.
... The evocative and communicative nature of colour is not only related to personal intuition or experience. The chromatic aspect that characterises an image, a product or object or an environment can be articulated by the designer to stimulate perceptual and emotional responses in individuals, affecting their behaviour (Kotler, 1973). Colour can be used to visually communicate a specific mood. ...
In the ideation phases of any design process, designers usually establish conceptual parallels between the creative ideas of the project and colour as a visual language, through colour meaning and associations. However, translating abstract or textual concepts to colour selection can be very challenging when dealing with complex or sophisticated meaning associations without physical or concrete visual referents to relate to. At the same time, hue has traditionally been considered the most salient descriptor of colour and colour-meaning associations, as much of what is commonly termed the "psychology of colour" has organized emotional responses to colour, mainly through a hue paradigm. In recent years, several studies have demonstrated that value and saturation have particularly strong meaning connotations and consistent effects on emotions. While models of colour-concept association based on hue alone may work for single-colour applications, they do not lend themselves well to design contexts where multiple colours are used simultaneously, such as environmental design. The paper presents the Colour Meaning Matrix (CMM), a practical tool to guide the selection of colours to represent conceptual associations based on semantic polar differentiation. The tool provides guidelines and suggestions to relate concepts to the scales of hue, but most importantly, lightness and saturation for the colour-concept association, allowing designers to select colours that convey the intended emotional and contextual meanings. The Colour Meaning Matrix has been tested in didactic contexts of higher education in design, with more than 300 students in two countries in Europe and Latin America.
... 125-144. 12 Kotler (1973), str. 48-64. ...
Faktori ambijenta u maloprodajnom objektu mogu imati značajan uticaj na ponašanje kupaca u maloprodaji. Stimulusi iz maloprodajnog okruženja mogu uticati na emocije kupaca što dalje dovodi do određenog obrasca ponašanja kupaca, koje se može manifestovati kao želja da se provede više vremena u maloprodajnom objektu, te da se izvrši evaluacija većeg broja proizvoda. Za maloprodavca je, u tom smislu, bitno da učini sve napore kako bi, uz kreiranje što kvalitetnijeg ambijenta, naveo kupca da ostvari što veću kupovinu. Predmet ovog rada predstavlja pregled relevantnih objavljenih radova koji prikazuju kako osvjetljenje, muzika i mirisi, kao faktori ambijenta maloprodajnog okruženja utiču na ponašanje kupaca. Cilj rada je da se naglasi značaj adekvatnog upravljanja faktorima ambijenta sa svrhom poboljšanja poslovnih rezultata maloprodavaca. Pregled literature u ovom radu može biti od koristi maloprodavcima koji u svoje strateške ciljeve implementiraju i upravljanje faktorima ambijenta maloprodajnog objekta.
... While attempts to affect the atmosphere, especially for the purpose of boosting sales, are nothing new (see e.g. Kotler, 1973), trying to affect it via sophisticated digital technologies in the (partially) public sector is a more recent development. In terms of atmosphere, the goal of the De-escalate project can be described as creating 'good atmospheres' on the Stratumseind street to de-escalate potential aggression. ...
... This means that the emphasis is no longer on the physical good or service. An atmosphere can be used to create a client experience [20]. In the words of [19], "the cognizant designing of space to generate specific effects in shoppers" constitutes "market atmospherics." ...
The study examined the factors influencing market place quality from shoppers’ and shop owners’ perceptions using Alasinloye market place as a case study, with a view to analyzing what shoppers and shop owners value, the environmental situation of the markets, and the quality of management. The study identified the socio-economic and social characteristics of shoppers and shop owners and identified the physical and design characteristics of the market area. Assess the environmental quality; examine the factors that drive or inhibit patronage in the market. Data for this research were acquired from both secondary and primary sources. The questionnaire was administered using a systematic random sampling technique to shoppers and shop owners inside the market area. From two thousand shops (2,000) shops owners in the study areas, four hundred and eighty (480) shops owners were selected for questionnaire administration, signifying 24%. The average population of shoppers that patronized the Alasinloye market in a day, amount to fifteen thousand and six hundred shoppers (15600). Seven hundred and eighty (780) shoppers were selected as the sample size representing 5%. ANOVAL, regression, and descriptive statistics tools were employed to analyze the data. The results obtained show that a Physical Characteristics Index (PCI) of 3.42 was obtained from shoppers, whereas shop owners had 4.21. The perception of Social Characteristics Indices (SCI) of 3.66 was obtained from shoppers, whereas shop owners had 3.55. The results of experts’ perception of the Design Characteristics Index (DCI) show that Alasinloye Market had 3.16. The result of the Market Quality Index (MQI) for the Alesinloye market is 3.44. The results on the relationships between the shoppers’ and shop owners’ socio-economic characteristics and market quality in Alesinloye market show that gender, age, level of education, occupation, among others with Beta -0.165, 0.217, 0.361, 0.235 and p value<0.032, 0.003, 0.004, and 0.001 were significant. The results of the regression analysis displaying the correlation between socioeconomic characteristics, design characteristics, physical characteristics, social characteristics, and market quality shows F-value of 5.232E3 and p-value of 0.000. It was obvious that the relationship was significant. The study concluded that the influencing factors for shoppers and shop owners to market place patronage and quality are directly related to the socioeconomic characteristics of shoppers and shop owners, design characteristics and physical characteristics, and social characteristics of the market place.
... All these factors significantly affect a retailer's approach to managing the customer experience and are intrinsically linked to designing a store's layout. Invented by Kotler in 1973, "store atmosphere" refers to the conscious creation of a retail space to elicit a desired emotional response from shoppers. Customers in a retail setting begin the decision-making process to make a purchase when they realise they have high expectations of the shop. ...
The qualities of a store's layout are a vital factor affecting customer behaviour and a crucial determinant in constructing a retail image. This research examines the link between store layout characteristics and consumer behavioural intentions. Each store layout characteristic was examined to discover and quantify the link with their behavioural purpose. Various SPSS analyses, such as descriptive statistics, correlation analysis ANOVA and regression, are used to understand the consumers' responses to meteorological conditions. A total of 70 people completed the survey for this quantitative study. According to the researchers, only lighting and spatial layout influence customer behaviour.
... Customers will have a diversity of experiences as a result of the combination of these sensory stimuli, which can increase service value and personal satisfaction. Sensory Marketing is being used to influence behaviour and perception in a variety of industries, including restaurants, hotels, banks, professional offices, hospitals and retail stores (Kotler, 1973). In medical services, hospitals (considered brands) must not only provide medical examination and treatment but also create valuable service experiences for patients (customers) to satisfy them. ...
Purpose
This article aims to assess the impact of factors affecting the senses (via Sensory Marketing theory) on customer perceived quality and satisfaction when using health services in public hospitals. Based on the results, the research proposes solutions for public hospitals to improve the service experience to increase customer satisfaction in Vietnam generally and in developing countries particularly.
Design/methodology/approach
The authors used 619 respondents’ non-convenient probability sampling method, focusing on objects experienced with public hospital services in Vietnam. A preliminary quantitative study ( n = 113) and qualitative research ( n = 20) have been conducted to finalise the designed questionnaire before conducting a formal quantitative survey. Cronbach Alpha, CFA and SEM have been used to explore the meanings of the data collected.
Findings
The result showed that through Sensory Marketing, sensorial stimulus (tactile, sight, smell and taste) significantly impacts customer satisfaction with medical services at the public hospital. Research findings are the premise to conclude that the application of the Sensory Marketing model creates a great sensory experience, and minimises negative psychological feelings in the medical, especially in a prioritised personalisation society.
Practical implications
The authors open up a new health service quality and satisfaction assessment tool based on the original human senses that were previously applied in researching other services, it has been proven to be successfully applied to specific service areas such as healthcare. This research is believed to provide valuable implications for medical service stakeholders and policymakers to improve service quality and enhance the customer experience and satisfaction level through sensorial approaches, strategies and tactics.
Originality/value
While most studies on customer satisfaction in the medical field use SERVQUAL, SERVPERF or KQCAH model, this study breaks the research gap by not only affirming and strengthening the research perspective on Sensory Marketing but also contributing to creating a solid theoretical framework on perceived service quality and satisfaction.
... Ambience is an element related to the smell, temperature, illumination, noise level, and music of an environment [19]. Kotler [20] was the first to identify how design atmospherics could be a successful marketing tool using aspects such as lighting, ambient sound, and merchandise layout, that can influence a customer's mood and increase the prospects of purchases. Exposure to the conditions created by physical elements such as the indoor space and built environment affects people in various ways. ...
The purpose of this study is to examine the effects of ambience and aesthetics on tourist–tourist interaction and the effects of tourist–tourist interaction on a sense of belonging, intention to recommend, and satisfaction in accommodation establishments. The study was carried out based on the Stimulus–Organism–Response (SOR) model. The study was conducted in 5-star hotels in Istanbul/Turkey. Data were collected from 392 tourists staying in these hotels through a survey. Structural equation modelling was used to analyse the data obtained. The results of the study reveal that ambience and aesthetics have a significant effect on tourist–tourist interaction in accommodation establishments. It was also found that tourist–tourist interactions have a significant effect on the sense of belonging, intention to recommend, and satisfaction. This study provides contributions to the important field of tourist–tourist interaction, and accordingly fills a gap in the literature.
... Foodstagramming allows individuals to prolong the experience of eating, which can lead to increased feelings of anticipation and excitement (Huang, Liu and Wong 2021;Watson, Morgan and Hemmington 2008). Kotler (1973) argues that consumer satisfaction does not simply rely on the tangible product or service that is on offer, it also relates to the surrounding atmosphere. One of the most significant frameworks in consumer culture theory 8 is experience consumption and marketing (Pine and Gilmore 1999;Schmitt 1999;Holbrook and Hirschman 1982). ...
This research explores the motivations and behaviours behind the social phenomenon of foodstagramming. Qualitative interviews were carried out with Millennial and Gen Z participants who share food-related photographs on Instagram and foodstagramming was found to be an important and habitual part of the dining experience for these participants. The findings reveal some of the positive effects of foodstagramming, which include memory preservation, identity, belonging and connection. Some negative implications were also uncovered surrounding the pressure felt by foodstagrammers to document their food-related experiences, which sometimes detracted from the lived experience of that moment. Conclusions are drawn around the societal implications of foodstagramming, where the significance of visual culture and food-related aesthetics in the context of the hospitality sector are highlighted.
... The place environment is proved to be able to increase customer excitement and buying impulse, in addition to the visual merchandising. (Kolter, 1973) (Levy & Weitz, 2011) stated that business owners have to design a proper environment that can target boosting the customers buying action. The surrounding environment/atmosphere of the place encourage the customers to buy. ...
... However, the scope of space design extends beyond physical layout and furnishing (Mowrey et al., 2018;Karki et al., 2021). Indeed, it also encompasses atmospherics, such as ambient conditions (noise, music and aromas) and visual cues (style and personal artefacts) (Kotler, 1974;Bitner, 1992;Babin and Attaway, 2000;Joy et al., 2023), which consolidate into the service environment concept (Bitner, 1992). This concept comprehends the entirety of the store environment created by retailers to enrich customer experiences. ...
Purpose
Technologies are dramatically reshaping various aspects of the store space, modifying design, services and usage. Accordingly, several studies tackled technology impact on each of these aspects, investigating design, service and usage singularly, but lacking a holistic viewpoint. Thus, this paper aims to identify the different dimensions of the store space (levels) and assess the impact of technology introduction on store space dimensions (levels).
Design/methodology/approach
The research employs a qualitative approach based on direct observations of apparel brand stores located in London between March and April 2023. Data collection followed a structured observation protocol covering store information, adopted technologies and their effects across various store space levels, i.e. consumption activities, service environment and customer experience.
Findings
Results show that the store space can be defined as the sum of different dimensions consisting of consumption activities, service environment and customer experience. Accordingly, technology introduction holistically influences each of the three store space levels as follows: (1) first, technologies redefine how activities are performed or alters the location where certain activities are consumed; (2) within the service environment, technologies replace traditional elements, fill empty spaces and enhance the atmospherics; finally, (3) customer experience is enhanced in hedonic and/or utilitarian terms due to technology adoption.
Originality/value
This paper defines the space as a dynamic entity, providing a deeper understanding of how the store space is produced, from a holistic point of view and the role of retail technology in this process.
... Atmospherics refers to environmental elements that can either facilitate or inhibit sensory experiences. Kotler (1973) defined this term as 'the conscious designing of space to create certain effects in buyers'. Drawing from Turley and Bolton's (1999) servicescape variables in a retail context, Forrest (2013) gave an analogous characterisation of the museum servicescape, which categorised atmospheric stimuli into five groups: external variables, general interior variables, layout, and design, point of purchase and decoration, and human variables. ...
Background music has been studied as a key element of the store atmosphere in terms of its emotional effects; however, previous studies have shown also that music may have cognitive influence on consumers. How does music affect the salespersons' persuasive efforts within the store? To answer this question an experimental study was designed to assess the effects of four levels of arousing music conditions (no-low-moderate-high arousing music). The level of pleasure of the musical pieces was controlled for. Music does not moderate significantly the effects of the salespersons on the intent to buy, but low and moderately arousing music (similarly low and moderately interesting musical pieces) does influence significantly the effects on the acceptance of the salesperson's arguments and the “desire to affiliate,” i.e., to enter into communication.
This study aims to examine the impact of customer service as a mediating factor in the relationship between the physical environment of hair shops and customer satisfaction, and to propose strategies for improving the quality of customer service along with enhancing the physical environment of hair shops. Data were analyzed using the SPSS 27.0 program, with a total of 541 questionnaires, and all empirical analyses were verified at a significance level of 5%. The analysis of the mediating effect of customer service in the relationship between the physical environment and customer satisfaction showed that the sub-factors of the independent variable, physical environment—namely aesthetics, newness, convenience, and accessibility—had a statistically significant positive (+) effect on the mediating variable, customer service, in the first stage, thus fulfilling the mediation condition. In the second stage of the mediation condition analysis, it was found that the sub-factors of the independent variable, physical environment—namely aesthetics, newness, convenience, and accessibility—had a statistically significant effect on the dependent variable, customer satisfaction, thus fulfilling the mediation condition. The results of the three-step mediation analysis showed that the regression coefficients for the independent variables of aesthetics, newness, convenience, and accessibility were significant and decreased compared to the second step. Additionally, the mediating variable of customer service was also found to be significant, indicating that customer service meets the conditions for partial mediation in the relationship between the sub-factors of the physical environment—namely aesthetics, newness, convenience, and accessibility—and customer satisfaction. As a result, the managers and staff of the Hair shop realized that they should prioritize customer satisfaction, improve service quality, and manage the physical environment well in order to encourage positive word-of-mouth.
This chapter defines the concept of aesthetics and its influence on consumer behavior, emphasizing its impact on visual appeal and the evaluation of visual stimuli. It discusses aesthetic psychology and the dimensions of aesthetic experience, highlighting the roles of psychographic and collative variables in appreciating visual stimuli. The chapter delves into the fluency process as a key mechanism that explains the relationships between visual dimensions and aesthetic appreciation. Additionally, it examines how aesthetic dimensions and fluency affect consumer perceptions across various marketing domains, including eco-labels, showcasing their importance in shaping consumer attitudes and decision-making processes.
How do influencers create content on social media that shapes consumer experiences and discourse around beauty standards? While research recognizes the power of influencers to help motivate market‐level changes, limited research has investigated this performance, particularly related to content intended to resist existing aesthetic norms. This research explores how social media spaces are designed and modified within the wider discourse by leveraging critical video analysis of TikTok influencers within the context of the body positivity movement. Using findings from netnographic data, we introduce a conceptual framework that explains how influencers and various market actors co‐create an affective aesthetic atmosphere—a space offering aesthetic meanings with the subjective formation of an experience and its related emotional bricolage, herein aimed at resisting normative beauty standards. Implications address the impact on consumer well‐being, the beauty industry, and marketers.
The rapid development of sound recording and reproduction techniques in the twentieth and twenty-first centuries has contributed to the consolidation of a ‘new sound culture’, characterised by ‘acousmatic listening’ to sounds separated from their original source and context. One of the most interesting examples is the use of classical music in different forms of marketing strategies, such as audiomarketing or sonic branding, to influence consumers’ responses in agreement with the sender’s intentions.
The main aim of this paper is to present selected examples of Polish brands that construct their marketing strategies around Fryderyk Chopin’s works in order to build appropriate brand experience and aura around a product or service in accordance with the rules of sensory marketing. The social enhancement model of music and the hierarchical model of musical semantics are the starting points for understanding the psychological mechanisms that determine the effectiveness of such activities. Overall, the analysis reveals that marketing practitioners focus on two complementary mechanisms (‘directed stimulations’ and ‘directed associations’). Both processes can take part in the transmission of meanings especially on a group level. It leads to some controversies and ethical problems that appear when the boundary between persuasion and manipulation seems to be blurred.
Este trabalho investiga o desenvolvimento e a validação de uma ferramenta baseada em inteligência artificial (IA) voltada para auxiliar estudantes de arquitetura na criação de espaços arquitetônicos com maior intencionalidade. Para isso, empregou-se a metodologia Design Science Research, iniciando com uma revisão bibliográfica acerca da experiência arquitetônica e dos métodos disponíveis para sua avaliação. Posteriormente, foi elaborado um software de código aberto que possibilita aos estudantes, em colaboração com usuários, identificar as experiências percebidas em projetos existentes. Esses dados foram então utilizados para treinar uma rede neural com a finalidade de prever experiências em futuros projetos. Durante atividades projetuais, as previsões do modelo foram comparadas às experiências reais dos usuários, evidenciando uma correlação significativa. Além disso, os participantes relataram que a ferramenta incentivou reflexões mais aprofundadas sobre a relevância da experiência do usuário no processo de design. Os resultados indicam a eficácia da ferramenta no auxílio à concepção de experiências arquitetônicas intencionais.
Hızla büyüyen hizmet sektörünün alt bileşenlerinden biri olan taze gıda sektöründe, nasıl bir hizmet ortamı sunulduğu son yıllarda kendini fazlasıyla göstermektedir. Pazarlamanın önemli unsurlarından biri olan hizmet ortamının etkisinin ölçülmeye çalışıldığı bu çalışmada, taze gıda sektörü özelinde mağaza destek hizmetleri, mağaza içi kalite ve ürün özellikleri boyutları değerlendirilerek tüketicilerin tekrar satın alma niyeti üzerindeki etkilerinin ortaya konulması amaçlanmıştır. PLS-SEM, yapısal eşitlik modeli kullanılarak yapılan analiz sonucuna göre, taze gıda alışverişinde, mağaza destek hizmetleri ve ürün özellikleri tüketici memnuniyetinde etkili iken, mağaza içi kalitenin tüketicilerin tekrar satın alma niyetleri üzerindeki etkisinin anlamlı olmadığı sonucuna ulaşılmıştır. Mağaza destek hizmetleri ve ürün özelliklerinin, özellikle taze gıda ürünlerinde tüketici davranışını doğrudan etkilediği ve tüketicilere değer katan mağaza hizmetleri ve nitelikli ürün sunulmasının, tüketicilerin memnuniyetini artırarak tekrar satın alma olasılığını yükselttiği neticesine varılmıştır.
International student presence on U.S. college campuses is increasing. These students face personal and professional challenges navigating higher education when studying abroad. Active recreation participation may lessen these challenges. However, campus recreation participation rates among international students remain low. Researchers applied the servicescape concept in campus recreation to understand its impact on international graduate students’ recreation participation rates, and proposed recommendations for improvement. Adopting a qualitative phenomenological design, researchers conducted semistructured interviews with 10 international graduate students at a major U.S. public institution. Results revealed the presence of social servicescape, student integration into the campus community, cultivation of inclusion, and the importance of professional staff demonstrating intentionality when marketing to international students. Findings highlighted values of improving campus recreation environments to support international students and provided insights to enhance programming efforts. Servicescape influences campus recreation participation, enriches the overall campus experience for international students, and fosters a more inclusive and supportive environment.
This study explores the impact of scent marketing on consumer behavior in Kyrgyzstan's retail and service sectors. Based on surveys and archival analysis with 281 participants, findings show moderate influence, with variations across individuals. Recommendations include expanding research beyond Bishkek and incorporating experiments for deeper insights. The study underscores the potential of scent marketing to enhance customer engagement and brand loyalty, offering valuable guidance for businesses in developing markets.
En önemli sağlık kurumları olan hastaneler, toplumda sağlığın geliştirilmesinde önemli bir rol oynamaktadır. Türkiye'de hastane endüstrisinde, son yıllarda görülen en önemli gelişme entegre sağlık tesisi niteliğindeki şehir hastaneleri modelinin benimsenmesidir. Araştırmada, şehir hastanesinde yatan hastaların, hastanenin çevresel uyarıcılarını değerlendirerek hastanede kaldıkları süre boyunca, hissettikleri duygu tipolojileri ile hastaların hekimlerine güven düzeyleri arasındaki ilişki incelenerek, hasta davranışına yönelik içgörüler sağlamak amaçlanmıştır. Bu amaç doğrultusunda, Mehrabian ve Russell (1974) tarafından geliştirilen Uyaran-Organizma-Tepki (S-O-R) ve Memnuniyet-Harekete geçme- Egemenlik kurma (P-A-D) modelleri kapsamında hastaların davranışları üzerinde etkili olduğu düşünülen sağlık hizmet ortamının çevresel uyarıcıları, hastaların memnuniyet ve hekime güven düzeyleri ele alınmıştır. Bu faktörlerin, hastaların davranışsal niyet üzerindeki etkisinin belirlenmesi hedeflenmiştir. Bu bağlamda Ankara Bilkent Şehir Hastanesinde, Kadın Doğum ile Fizik Tedavi ve Rehabilitasyon Hastanelerinde yatarak sağlık hizmeti alan 404 hasta ile araştırma gerçekleştirilmiştir. Araştırmada elde edilen veriler frekans, yüzde dağılımları, açımlayıcı faktör analizi, doğrulayıcı faktör analizi, Pearson Korelasyon Analizi, bağımsız örneklem t-testi, ANOVA ve TUKEY testleri kullanılarak değerlendirilmiş ve yorumlanmıştır. Araştırma modelini test etmek amacıyla iki aşamalı yapısal eşitlik modeli kullanılmıştır. Araştırma sonuçlarına göre; hasta davranışı üzerinde memnuniyet duygusunun önemli bir etkisi bulunmaktadır. Aynı zamanda çevresel uyarıcıların, duygu tipolojisi, hekime güven ve davranışsal niyet; duygu tipolojisinin, hekime güven ve davranışsal niyet; hekime güvenin, davranışsal niyet üzerinde etkili olduğu saptanmıştır. Araştırma, şehir hastanesinin çevresel uyarıcılarını hastaların olumlu değerlendirdiğini ve memnuniyeti artırdığını, hekime güven düzeyinin yüksek olduğunu ve hastaların davranışsal niyetini pozitif yönde etkilediğini ampirik olarak doğrulamıştır. Memnuniyet ve hekime güven düzeyi, test edilen teorik çerçevede önemli aracı değişken olarak çalışmıştır. Şehir hastanelerinin çevresel uyarıcıları, hastaların davranışsal niyetini olumlu yönde artırmada önemli bir rol oynadığını kanıtlamıştır. Bununla birlikte, elde edilen sonuçlar doğrultusunda yöneticilere, politika yapıcılara ve karar vericilere yönelik birtakım öneriler geliştirilmiştir.
Hospitals, which are the most important health institutions, play a significant role in the development of health in the society. The most important development in the hospital industry in Turkey in recent years is the adoption of the city hospitals model, which is an integrated health facility. In the study, it was aimed to provide insights into patient behavior by examining the relationship between the emotional typologies that the patients in the city hospital feel during their stay in the hospital and the level of trust in their physicians by evaluating the environmental stimuli of the hospital. For this purpose, environmental stimuli of the health care environment, which are thought to be effective on the behavior of patients within the scope of Stimulus-Organism-Response (S-O-R) and Pleasure-Arousal-Dominance (P-A-D) models developed by Mehrabian and Russell (1974), satisfaction of patients and trust in physicians levels have been addressed.It was aimed to determine the effect of these factors on the behavioral intention of the patients.It was aimed to determine the effect of these factors on the behavioral intention of the patients. In this context, the research was carried out with 404 patients who received health care services in Ankara Bilkent City Hospital, Gynecology and Physical Therapy and Rehabilitation Hospitals. The data obtained in the study were evaluated and interpreted using frequency, percentage distributions, exploratory factor analysis, confirmatory factor analysis, Pearson Correlation Analysis, independent sample t-test, ANOVA and TUKEY tests. A two-stage structural equation model was used to test the research model. According to the research results; pleasure has a significant effect on patient behavior. At the same time, environmental stimuli, emotion typology, trust in the physician and behavioral intention; emotion typology, trust in physician and behavioral intention; It was determined that trust in the physician was effective on behavioral intention. The research empirically confirmed that the environmental stimuli of the city hospital were positively evaluated by the patients and increased satisfaction, the level of trust in the physician was high, and they positively affected the behavioral intention of the patients. Pleasure and level of trust in the physician worked as important mediating variables in the tested theoretical framework. Environmental stimuli of city hospitals have proven to play an important role in positively increasing patients' behavioral intention. However, in line with the results obtained, some suggestions have been developed for managers, policy makers and decision makers.
Functionality and sustainability represent a strong challenge for the interior architecture designer in the modern era, especially in hotels in Egypt according to Egypt Vision 2030. As the Arab Republic of Egypt is a country dependent on the tourism sector for national income, Egypt is witnessing record growth in the tourism sector during the recent period, as the number of tourists except Egypt reached 7 million tourists during the first half of the current year 2023 AD. Which makes Egypt currently suffer from a slight deficit in the number of living rooms in hotels, which stimulates investment in the Egyptian tourism sector. This allowed for the creation of strong competition between hotels in terms of excellence and creativity, while respecting the character of the place and the Egyptian identity. Therefore, this thesis focuses on studying creativity in interior architecture, its types, and methods of measuring it. The study concluded by creating a measure of creativity (CIADPSS) in the design product of interior architecture.
There is a lack of study on the concept of "perceived crowding," despite its significance in the field of design and several retail stores may be affected by it. However, the few empirical studies conducted on the topic yielded results that seemed to run counter to one another and made use of varying conceptualizations of the construct. To better understand consumers' actions in crowded stores. This exploratory research aims to provide light on the concept of perceived crowding and how it affects consumer behaviour intention. By identifying significant elements affecting crowding perception and underlining its effect on customer behaviour intentions, this research contributes to the Retail Industry. For the purpose of this pilot study, data from fifty different respondents have been obtained via the use of a survey questionnaire. The findings indicate that there is a positive and significant link between perceived crowding and customer behaviour intention.
Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers’ perceptions of brand equity. This study investigates the impact of brand experience on brand equity in Vietnam’s e-commerce sector. Primary data were collected from respondents with prior online shopping experience on e-commerce platforms. The research identifies four critical dimensions of brand experience in e-commerce services: sensory, affective, intellectual, and behavioral experiences. These components positively influence brand equity, particularly in terms of brand association, brand trust, and brand loyalty. Moreover, the study confirms the mediating roles of brand association and brand trust in the relationships between affective experience and brand loyalty, intellectual experience and brand loyalty, and behavioral experience and brand loyalty. This research offers a valuable contribution to the literature on brand experience and brand equity, especially within the e-commerce context. Managerial implications are also provided to guide businesses in enhancing customer brand experiences and strengthening brand equity.
It would not be an exaggeration to say that retailing reflects Europe's economic and social history. The sector links production to consumption, acting as a “transmission belt” and vice versa (Aranitou, V., & Panagiotopoulou, M. (2019). Retail: Understanding the past…shaping the future. In Annual Report of Hellenic Commerce.). In other words, retailing liquidates production through the realization of the “purchase” while transmitting the message to the consumer and backward. At the same time, it sells products, knowledge, information, and culture. Over and above the economic and technological changes, other sociological, psychological, and historical changes are also reflected in retailing.
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