Date of Award
With product differentiation low in the retail industry, businesses need to create strong brand images and increase customer loyalty in order to remain competitive. Visual merchandising is one tool that businesses have to communicate their message in a compelling and strategic manner. Within the scope of visual merchandising there are a number of atmospherics, or cues, which include visual, tactile, and auditory, that can be used in conjunction with one another to influence consumer behavior. Service encounters also have a strong influence on the consumer retail experience and must be managed effectively to make sure their influence is positive. All of these factors can greatly affect a business's bottom line and must be fully understood in order to work in its favor.
Bjerk, Taylor, "The Impact of Visual Cues and Service Behavior on the Consumer Retail Experience" (2015). Undergraduate Honors Capstone Projects. 213.
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