Questioning the role of the visual servicescape of physical stores in shaping key consumer reactions
This study examines the effect of four visual factors (merchandising, layout, color, and lighting) on satisfaction and, in turn, revisit and WOM intentions. Using data from a store, each factor positively affects satisfaction and behavioral intentions; satisfaction mediates these relationships. The...
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| Главные авторы: | , |
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| Формат: | Article ou chapitre numérique |
| Язык: | Français |
| Опубликовано: |
2026
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| Предметы: | |
| Online-ссылка: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Итог: | This study examines the effect of four visual factors (merchandising, layout, color, and lighting) on satisfaction and, in turn, revisit and WOM intentions. Using data from a store, each factor positively affects satisfaction and behavioral intentions; satisfaction mediates these relationships. The results confirm the visual servicescape as a key driver of customer experience and loyalty. |
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