The effect of retail atmospherics on customers' perceptions of salespeople and customer persuasion: An empirical investigation

Arun Sharma, Thomas F. Stafford

Research output: Contribution to journalArticle

105 Scopus citations

Abstract

Research in retailing suggests that atmospherics influence store image and expectations of service and merchandise (Baker, Grewal, and Parasuraman: The Influence of Store Environment on Quality Inferences and Store Image. Journal of the Academy of Marketing Science 22 (Summer 1994) 328-339. Implicit to this stream of research is the realization that store atmospherics can enhance customers' quality perceptions, which lead, in turn, to higher levels of persuasion. This article examines an unexplored but potentially important area: the influence of store atmospherics on the level of persuasion induced by retail salespeople. The results of the research suggest that store ambience and design positively affect customers' persuasion as well as customers' positive perceptions of salespeople. Additionally, the research suggests that in "prestige ambience" stores, a reduction in the number of retail salespeople does not significantly affect customers' buying intentions. In contrast, in "discount ambience" stores, an increase in the number of retail salespeople dramatically enhances customers' buying intentions. Managerial implications of the research are suggested, and directions for future research are proposed, J BUSN RES 2000. 49. 183-191.

Original languageEnglish (US)
Pages (from-to)183-191
Number of pages9
JournalJournal of Business Research
Volume49
Issue number2
DOIs
StatePublished - Aug 2000

ASJC Scopus subject areas

  • Marketing

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