Imperative Of Store Atmosphere In Building Customer Relationship In Retailing Business

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. Multistage sampling technique which involves using different sample techniques at different stages in selecting sample respondents was also adopted. The analysis of the study was done via SPSS. The implication of the finding is that retail store with beautiful environment both in and out tends to set the mood, character, quality, tone and atmosphere of their business that will have considerable effect in building customer relationship that will attract and sustain the customer patronage for a longer period of time. 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 emphasise 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. The study’s contribution to retailing emphasizes that store atmosphere elements have positive relationship with customer relationship as buyers are now responding to total consumption package which includes services, warranties, packaging and store ambience.