The Effect of Store Atmosphere and Merchandise on Customer Experiences: Survey of Department Store Customers in Bandung City, Indonesia

Purpose: The purpose of this research is to find out: 1. The atmosphere of a store, merchandise, and a customer experience department store in the city of Bandung. 2. The effect of store atmosphere and merchandise on experience simultaneous customers at department stores in the city of Bandung. Desi...

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Bibliographic Details
Published in:Global business and management research 2019-01, Vol.11 (1), p.284-294
Main Author: Handayani, Rini
Format: Article
Language:English
Subjects:
Atmosphere
Brand loyalty
Competition
Competitive advantage
Consumers
Customer satisfaction
Customer service
Customer services
Customers
Data collection
Data entry
Department stores
Emotions
Marketing
Population
Retail stores
Shopping
Studies
Surveys
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Summary:Purpose: The purpose of this research is to find out: 1. The atmosphere of a store, merchandise, and a customer experience department store in the city of Bandung. 2. The effect of store atmosphere and merchandise on experience simultaneous customers at department stores in the city of Bandung. Design / methodology / approach: the nature of this research is descriptive and verification, with survey methods. This type of research is causality, cross sectional time dimension, department store analysis unit. The observation unit is a department store customer in Bandung. Data collection with primary and secondary data, primary data collection by observation, interview and questionnaire, while secondary data with literature and literature study. Analytical tool with multivariate structural equation modeling (SEM) with Lisrel 88 software. Findings: the results of the study show that the store atmosphere, merchandise and customer experience are good even though there are still some indicators that are not good. The results of the hypothesis show that the store atmosphere gives a greater influence on customer experience than merchandise. Research limitations: This study was only conducted at department stores in the city of Bandung. Practical Implications: The results of this study are expected to be a consideration for managers of department stores in developing marketing policies, especially in store atmosphere, merchandise and work experience. Originality / value: The research model and analytical unit used in this study did not exist before. Keyword: Department Store, Store Atmosphere, Merchandise, Customer Experience, Bandung
ISSN:1947-5667
1947-5667