Proceedings of 8th Asia-Pacific Business Research Conference
9 - 10 February 2015, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-71-9
The Role of Store Environment in Shaping Customer’s Perception,
Experiential Value, Satisfaction and Loyalty
Muhammad Zeeshan and Ridzuan Masri
Survival in today’s highly competitive retail environment involves more than just low prices and
innovative products. To compete successfully, businesses must focus on the customer’s overall
shopping experience. To handle a customer’s experience, retailers should comprehend what
“customer experience” really means. This paper focuses on the role of various retail
environmental cues in forming customer’s perception and creating retail experiential value. Data
has been collected through consumer intercept activity (n=400). Structural equation modeling
shows that the retail environment plays a crucial role in forming customer perception about the
retail store. This perception is then converted into customer experiential value. Perception and
experiential value collectively influence customer satisfaction and loyalty. Lastly limitations and
future research direction are discussed.
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Muhammad Zeeshan, Faculty of Business and Accounting, Infrastructure University of Kuala Lumpur, Malaysia.
mzeeshan35@hotmail.com
Dr. Ridzuan Masri, Faculty of Business and Accounting, Infrastructure University of Kuala Lumpur, Malaysia.
ridzuan@iukl.edu.my