Abstract:

Purpose: Store atmosphere, consumption feelings, satisfaction and post-buy trends are among the core concepts in the retail industry. Store managers tend to create unique store atmosphere elements and accordingly loyal customers. This study aims to solve the gap in the field by developing a causal model to explore the relationship between the store atmosphere, the emotional proximity to the store, the customer satisfaction and the recommendation behavior. Method: The data is provided by 445 volunteer shop customers using the survey method. In the analysis of the data, the structural equality model was used to test the hypotheses using the AMOS 20.0 package program. Results: The findings have found that the atmosphere of the store and the emotional proximity to the store have a significant impact on customer satisfaction. The impact of emotional proximity to the store on the recommendation behavior has been found to be relatively higher than the impact of customer satisfaction. It has also been concluded that customer satisfaction strengthens its impact on the recommending behavior of emotional proximity to the store. Result: As a result, the store atmosphere and emotional proximity to the store appears to be associated with satisfaction and recommendation behavior and may be significantly effective in the formation of customers’ post-buy behavior.

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