A luxury shopping experience: how atmospherics and salespeople behavioural attributes influence customer satisfaction

Abstract

The aim of the present research is to provide a conceptual framework that connects store atmospherics and salespeople's attributes and behaviours and assess their relevance in shaping a customer's overall experience in a luxury store. Our findings prove empirically that salespeople's attributes and behaviours are more important than store atmospherics in determining customer satisfaction, even if the latter exerts a partial moderation effect on the perception of the former. The empirical results also suggest that giving advice to the customer and closing the sale are the most influential aspects of the development of an effective customer-centric experience and that demonstrating empathy and care skills are therefore particularly crucial in the selection and training of salespeople. The managerial implications are discussed.