Exploring The Relationship Between Store Appearance And Customer Satisfaction And Purchase Decision

Abstract

Store Appearance play a vital role in influencing consumer buying decision and customer satisfaction. These determinants of store builds an significant retail image of the Store. Well-designed store appearance and layouts will have strong influence on in-store movement, designs, shopping experience and buying behaviour. Hence the study focuses on impact of store appearance on customer satisfaction and purchasing decision.  

According to the survey, external cues, atmosphere, and merchandise are the three primary aspects of store image that have the biggest effects on overall consumer happiness. Retail service and overall satisfaction have statistically significant connections, according to bootstrapped estimation. According to the R-square model, 40% of the study's sample is affected by retail service in terms of overall satisfaction. This paper uses survey method for collecting data and information. The analysis of data was carried out using Structural equation modelling (SEM), data were analyzed to explore the relationship among store appearance, customer satisfaction and purchasing decision.400 data were collected from the prospective customers of retail outlets located in the Bangalore

This study contributes to the existing literature by providing insights into the factors driving consumer purchasing behavior and satisfaction in the clothing retail sector, particularly in Bangalore, India. The Results have important ramifications for retailers seeking to enhance their store image and improve customer satisfaction.