Investigating the effect of emotional and social stimulants of store atmosphere and prices on the customersʹʹ satisfaction and loyalty

Nowadays, it is impossible for retailers to establish a competitive and successful store in the marketplace through making a distinction in the outer facades of their stores, altering the pricing system, and diversifying the products offered in the store, due to the intense competition emerged in retailing markets. This leads the retailing markets to a new concept of marketplace, which is called “teaser retailing”. In this research, we first explain some related variables such as emotional and social stimulants, emotional-perceptual indicators, price of product, customer satisfaction, and customer loyalty. Then we investigate the impact of emotional and social stimulants and price of products on emotional-perceptual indicators as well as the relationship between emotional-perceptual indicators and customer satisfaction, and finally the relationship between customer satisfaction and his/her loyalty. The first hypothesis was associated with the effect of the store emotional stimulants on emotional-perceptual indicators and it was not confirmed. After investigation of the second hypothesis, it was cleared that the store social stimulants affects the buyerʹs emotional-perceptual indicators in purchasing point. On the other hand, the third hypothesis indicated that price of products affects the buyerʹs emotional-perceptual indicators in purchasing point. The fourth hypothesis indicated that emotional-perceptual indicators affect the customer satisfaction, and finally the fifth one indicated that the customer satisfaction leads to his/her loyalty.