The Role of Multisensory Environmental Stimuli in Enhancing Hyper Customers in Store Experience

Document Type: Research Paper


1 Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Department of Business Management, Science & Research Branch, Islamic Azad University, Tehran, Iran


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.


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