IMPERATIVE OF STORE ATMOSPHERE IN BUILDING CUSTOMER RELATIONSHIP IN RETAILING BUSINESS

Abstract

This study examined the effect of store atmosphere on building customer relationship of chosen retail businesses in Lagos state, Nigeria. Quantitative method was used as a research design; the population size was infinite. Survey method through questionnaire was used to gather the primary data; Godden (2004) model sample size was adopted and 246 was determined as sample size, multistage sampling techniques was used in the study. From the 246 copies of the questionnaire that were administered, 150 were finally retrieved and coded for data analysis. Standard multiple regression was adopted to examine the data. The study conclude that retail store image and ambience is perhaps one of the most significant factors in drawing and reducing customer defection and also enhancing positive customer relationship. The study recommends that the retail stores practitioners should try as much as possible to emphasize more on ways of improving their retail store environment as retail store service providers are not competing on product display alone but on the beautification and attractiveness of their store environments at both internal and external to build a lasting and sustaining cordial relationship with their esteem customers.