Completed Thesis- Akmal Syalwani

A STUDY ON THE IMPACT OF STORE ATMOSPHERIC ATTRIBUTES ONCUSTOMERS’ EXPERIENCES AND THEIR BEHAVIORAL INTENTION AT SIME DARBY AUTO BAVARIA SDN BHD, GLENMARIE, SHAH ALAM AKMAL SYALWANI BINTI IDRIS 2010132513 BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS (RETAIL MANAGEMENT) FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA SHAH ALAM DECEMBER 2013 A STUDY ON THE IMPACT OF STORE ATMOSPHERIC ATTRIBUTES ON CUSTOMERS’ EXPERIENCES AND THEIR BEHAVIORAL INTENTION AT SIME DARBY AUTO BAVARIA SDN BHD, GLENMARIE, SHAH ALAM AKMAL SYALWANI BINTI IDRIS 2010132513 Submitted in Partial Fulfillment of the Requirement for the Bachelor of Business Administration with Honours (Retail Management) FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA SHAH ALAM DECEMBER 2013 DECLARATION OF ORIGINAL WORK BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS (RETAIL MANAGEMENT) FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA "DECLARATION OF ORIGINAL WORK" I, AKMAL SYALWANI BINTI IDRIS, (I/C Number: 911026105140) Hereby, declare that:  This work has not previously been accepted in substance for any degree, locally or overseas, and is not being concurrently submitted for this degree or any other degrees.  This project-paper is the result of my independent work and investigation, except where otherwise stated.  All verbatim extracts have been distinguished by quotation marks and sources of my information have been specifically acknowledged. Signature: _________________________ Date: ______________________ ii SUBMISSION OF PROJECT PAPER Attached is the project paper titled “A STUDY ON THE IMPACT OF STORE ATMOSPHERIC ATTRIBUTES ON CUSTOMERS’ EXPERIENCES AND THEIR BEHAVIORAL INTENTION AT SIME DARBY AUTO BAVARIA SDN BHD. GLENMARIE. Thank you Your sincerely AKMAL SYALWANI BINTI IDRIS 2010132513 Bachelor of Business Administration (Hons) Retail Management iii . SHAH ALAM” to fulfill the requirement as needed by the Faculty of Business Management. MARA University of Technology. Dear Sir/Madam.LETTER OF SUBMISSION Date of Submission: December 2013 The Programme Coordinator. Bachelor of Business Administration (Hons) Retail Management Faculty of Business Management Universiti Teknologi MARA 40450 Shah Alam Selangor. Thank you.ACKNOWLEDGEMENT All praise due to Allah SWT. advice and contribution in preparing this research paper. I would like to take this opportunity to express my gratitude and appreciation to the following individuals whose gave their guidance. . Encik Idris Bin Ramli and Puan Maznah Binti Yahya for their constant love and moral supports throughout my years of study. this paper work cannot be complete successfully. the Business Operation & Distribution Executive at Auto Bavaria Glenmarie and all the staffs Auto Bavaria Glenmarie for their cooperation and tolerance. encouragement and advices throughout the process of completing this project paper. Blessing and salutation also be on Prophet of Allah SWT. Dr. Muhammad SAW. my thanks to all who are involved direct and indirectly in the process of completing this study. Word of appreciation also goes to my supervisor of practical training. the Lord of the world that makes it possible for me to complete this project paper. Last but not least. Lennora Putit for her guidance. First of all. iv . I also would like to thanks to my beloved friends that always supports and gave encouragement to complete this study. Mr Mohd Sykhed Fadly Bin Mat Husin. Without her. I also like to thank to all respondents of this study which this study would not have been successful. I would like to express my gratefulness and appreciation to my advisor. Very special thanks to my beloved parents. ..........................................................................9 1...1 Background of company .........v LIST OF FIGURES.1....................................3 Research Questions..........................................................................................................2 Problem Statement.......................................ii LETTER OF SUBMISSION............................1 1.......................................................TABLE OF CONTENTS Page TITLE PAGE.....................................................iii ACKNOWLEDGEMENT...........................................2 Auto Bavaria ........5 Hypothesis of Study................................. xvi CHAPTER 1 INTRODUCTION 1............................4 Research Objectives........................9 1..............................................1...........…................1 About Auto Bavaria ….5 1.........................................iv TABLE OF CONTENT................................................................ xi LIST OF ABREVIATIONS ………......................................................... 10 v ......................................................................................................................................6 Theoretical Framework.......................………………………………………………………..........................5 1..........................................................................................................0 Background of study ......Product & Service ……....................................................................................7 1..........................6 1. xiii LIST OF APPENDICES xv ABSTRACT …………………………………………………………………………………......... 10 1........................................................................... i DECLARATION OF ORIGINAL WORK.x LIST OF TABLES ………………………………………………………………………….... ............................................1....................2 Background Music ..................7........ 26 vi .10........................18 1.............1....1 Respondents.....................................18 1.14 1....15 1..............................................3 Color ……...............1..............5 Visual Merchandising ……………………………….................1 Auto Bavaria 12 1...................................9......4 Color …………...................10..............2 Lighting …………...................15 1...........…………………19 CHAPTER 2 LITERATURE REVIEW 2................20 2.....9...................4 Visual Merchandising ……………………………….......................10 Gap of Knowledge...20 2...........................................................................18 1...............................................1 Store Atmosphere.................6 Customer Experience ………………………………….....20 2..14 Limitations of Study..15 1...13 Scope of Study ….....1..................9 1.........10...19 1............................2 Auto Dealership Industry.............3 Background Music ..........8.................................7 1.5 Customer Experience …….........23 2.......1....................9.......................................3 Customers ………................7..............................................0 Introduction....................................10....................18 1...10.1 Lighting …………............................................7.........24 2.......1 1.................8 Significant of Studies 11 1..................25 2..…………………………….1..........................16 Definition of Terms................................2 Sampling Location............................………………………………13 1...........1 Review of literature.....................10................3 Secondary Sources................................................18 1.............1.........6 Customer Behavioral Intention ………....21 2......... .......1 Scale Definitions………………………………………...1 Research Design …...........…………………..........…... 31 3.... 35 3..2 Sources of Measurements………………………………………………........ 32 3............4.……………………………….3 Sampling Elements………………………………………......... 33 3..0.................27 CHAPTER 3 METHODOLOGY 3....5 Getting the data for analysis…………………………………........ 29 3.6 Data Analysis…………………………………………………………....2....2...2.. 32 3....1 Target Population………………………………………………………....1 Primary Data…………………………………………………………................... 39 3.…………..........………….. 40 vii .... 29 3....2 Quantitative Design .. 31 3....2.4..1..……………………………………………….4 Construct Measurements……………………………………………..7 Customer Behavioral Intention.1.2 Secondary Data………………………………………………………............... 37 3... 30 3.0........... 36 3.......... 30 3......... 34 3.......…………….……………………………………………………...............….1.... 30 3...5 Sampling Size………………………………….4.....1 Questionnaire Design……………………………………………….....3 The survey instruments …………….....…………...2.0 Introduction..2 Sampling Design…………………………………………………………………....……………………… 33 3.............2......2 Sampling Frame and Sampling Location………………………………... 35 3.......3 Research Instrument…........ 31 3..4 Sampling Technique…………………………………………………...........1 Data Collection Method………………………………………………………....3....... 29 3... 9 Multiple Regression Equation ………………………………………………….…………... 41 3. 61 4.1 Discussions ………………………………………………………………………… 78 5.....….3..….………………...3.6. 45 4..2.2 Exploratory Factor Analysis …………………………………. 52 4.4 Exploratory Factor Analysis ………………………………………………………..6.6.4 Multiple Regression Analysis……………………………….. 43 3....7 Correlation Matrix ………………………………….…. 45 4..8 Multiple Regression Analysis ……………………………………………………… 72 4.1.1 Descriptive Analysis……………………………………………………...5 Reliability Test ……. 60 4..…………………………………………………………………………. 41 3.…………………………………………………. 76 CHAPTER 5 CONCLUSION AND RECOMMENDATION 5. 43 CHAPTER 4 DATA ANALYSIS 4.2 Demographic Profile ………………………………………………………………. 67 4.2 Background Music ……………………………………………….3 General Information …………………………………………………………….1 Lighting ………………………………………………………………… 78 5...…….…. 42 3.6.6.2 Scale Measurements………………………………………………..1 Preamble ………………………………………………………….…….…… 79 viii .6. 78 5..1 Reliability Test………………………………………………….………….…….1 Pearson Correlation Analysis……………………….1.6.0 Preamble ………. 56 4. 42 3.……………………………..2..6 The Central Tendencies Measurement of Construct …………………………….. 40 3.3 Inferential Analysis……………………………………………….... ... 80 5... 90 5..……………………….4 Visual Merchandising ……………………………………………….2. 92 5...…..4.. 85 5.4...3 Color …………………………………………………………………… 84 5..2 Background Music…………………………………………………….1 Lighting ………………………………………………………………… 82 5.1.… 80 5..………………………………..4 Visual Merchandising ……………………………………………….1 Lighting …………………………………………………………..4...1.6 Customer Behavioral Intention ………….. 86 5.3 Color …………………………………………………………………… 91 5.….3 Implication of Study ………………………………………...2 Conclusions ………………………………………………………………………… 81 5..5 Customer Experience & Behavioral Intention & the Best Atmospheric Factors ……………………………………..5.5 Customer Experience …………………………………………………..5 Recommendations for Future Research ……………………………………………...3 Color ………………………………………………………………….2. 89 5..…….……………… 88 5.4 Visual Merchandising ………………………………………………….……………………………………………………………………..1. 99 ix . 83 5.2.4 Recommendations for Sime Darby Auto Bavaria Sdn Bhd ……….2. 86 5.…………………………….2. 93 REFERENCES ……………………………………………………………………………….. 84 5.4..2 Background Music…………………….2.96 APPENDICES …. 79 5. 11: The Percentage of the medium that respondent knows Auto Bavaria (2) ……….... 54 Figure 4.…………………….10: The Percentage of the medium that respondent knows Auto Bavaria (1) ………..……………………..1: Percentage of Respondents based on Gender………….5: Percentage of Respondents based on Highest Academic Qualification …..4: Percentage of Respondents based on Race ………….4: The theoretical framework of relationship between the store atmospherics attributes. 48 Figure 4..… 45 Figure 4.. 55 x ..2: Percentage of Respondents based on Age…………..…..…………….….…………………………….3: Percentage of Respondents based on Nationality ……. 52 Figure 4.6: Percentage of Respondents based on Employment Status …….3: The Mehrabian-Russell model on the effect of environmental stimuli on emotional state and customer behavior ………………………………………………………………….…………….……….. 54 Figure 4..… 47 Figure 4.3 Figure 1.........47 Figure 4...………………… 49 Figure 4.7: The Percentage of the Respondents’ First Product Purchase ………..46 Figure 4..2: The relationship between the store atmospheric cues and the effect on consumer by Ishwar Kumar …………………………………………………………………………………...9: The Percentage of the customers’ rating whether Auto Bavaria needs atmosphere changes or not? ……………………………………………………………………………….. 11 Figure 4.………………………. 53 Figure 4. 4 Figure 1...…….....…………... experience perceived by the customer and their behavioral intention ….LIST OF FIGURES Page Figure 1...8: The Percentage of the Respondents’ Second Product Purchase ….1: The effect of design factors on store image and consumers’ expectation of merchandise quality by Jungmi Oh ……………………………………………………………… 2 Figure 1..………. .LIST OF TABLES Page Table 3....5: Summary of Reliability Analysis ……………………. 58 Table 4..……….10: Summary of Central Tendency for Customer Experience ………………………. 56 Table 4..…………………………… 60 Table 4..........….7: Summary of Central Tendency for Background Music ………………………….2: KMO and Bartlett’s Test ……………………. 62 Table 4..……………………………….……………………..…..... 36 Table 3.………..………………………….……….. 37 Table 3. 67 Table 4. 57 Table 4.13: Correlation between Customers’ Experiences and their Behavioral Intention . 69 xi . 65 Table 4.…………………………………….... 64 Table 4..........14: The Correlation between the Customers’ Experiences and the Behavioral Intention (Store Atmosphere helps me to make to make a decision) ……………………………………....4: Rotated Component Matrix ………………………………………………………...…... 61 Table 4..3: The Rule of Thumb for Cronbach’s Alpha Coefficient Value……………………… 41 Table 4.. 68 Table 4.8: Summary of Central Tendency for Color ……..9: Summary of Central Tendency for Visual Merchandising ……….11: Summary of Central Tendency for Customer Behavioral Intention …..1: Sources of Measurement…………………………………………………...…......1: Summary of Demographic Profile ……………………...…....….. 63 Table 4.…… 50 Table 4.2: The Survey Instruments ………………………………………………….. 66 Table 4.12: The Correlations between the Store Atmospheric Attributes and the Customers’ Experiences …………………………………………………………………………………….6: Summary of Central Tendency for Lighting ………………………………….3: Total Variance Explained …………………………. .………………………………………………………….. Model Summary (Second Model) ………………....26: Summary of hypothesis result for customer experience and the customer behavioral intention (Second Model) ………….21: Multiple Regression Analysis. ANOVA (Second Model) ………………….…………. Coefficients (First Model) …………………. ANOVA (First Model) ……. 71 Table 4.… 72 Table 4..…. Coefficients (Second Model) …………....16: The Correlation between the Customers’ Experiences and the Behavioral Intention (The atmospheric factors in this store are successful in putting trust in me) ………………….20: Multiple Regression Analysis..15: The Correlation between the Customers’ Experiences and the Behavioral Intention (The store atmosphere makes me comfort to stay longer in the store) ……………………….…………………...…… 75 Table 4.23: Multiple Regression Analysis. 73 Table 4..22: Multiple Regression Analysis..Table 4...… 75 Table 4.. 70 Table 4. 72 Table 4.…….…..18: The Correlation between the Customers’ Experiences and the Behavioral Intention (I would like to purchase again in the future) ……………………………………………. 71 Table 4... Model Summary (First Model) ……... 69 Table 4.… 76 Table 4.24: Multiple Regression Analysis.19: Multiple Regression Analysis.25: Summary of hypotheses result for store atmospheric attributes and customer experience (First Model) ……………………………………………………………………. 76 xii ....17: The Correlation between the Customers’ Experiences and the Behavioral Intention (I would like to recommend other peoples to come and buy product/services from this store)..…. 74 Table 4. O.R Stimulus – Organism – Response BMW Bayerische Motoren Werke xiii . Error/ SE Standard Error Sig. Significant SPSS Statistical Package for Social Science S.LIST OF ABBREVIATIONS ANOVA Analysis of Variance BM Background Music L Lighting C Colour VM Visual Merchandising CBI Customer Behavioral Intention BI Behavioral Intention CE Customer Experience DV or Y Dependent Variable IV or X Independent Variable H Hypothesis r Correlation Coefficient R2 Coefficient of Determination B Beta Std. R&D Research and Development LED Light Emitting Diode ACCA Association of Chartered Certified accountants IT Information Technology PHD The Doctor of Philosophy BPS BMW Premium Selection LPGA Ladies Professional Golf Association KMO Kaiser – Meyer – Olkin xiv . ... Exploratory Factor Analysis Appendix 3................…............ Reliability Test C.... 31 xv .............0 Questionnaires…………………………………………………………….. Central Tendencies Measurement of Construct D......................LIST OF APPENDICES Page Appendix 1....... 6 A..........0 SPSS Data Analysis …………………………………………………………….... Frequency Distribution B...0 Pictures............... 1 Appendix 2.................... customer experiences and behavioural intention at Auto Bavaria. Customer experiences. Different SPSS analyses such as reliability test. Each of the store atmosphere attributes was tested to determine and measure the relationship with customer experience and their behavioural intention. colour and visual merchandising which is also the independent variables in this research. this study also wants to concentrate on the customers’ perception and evaluation toward store atmosphere in Auto Bavaria. The participating respondents represented a return rate of 92% after distribute the questionnaire directly to the respondents face to face. correlation and regression are carried in order to interpret the customers’ response towards the atmospheric factors. while the experience perceived by the customer known as the mediating variable and the customer behavioural intention as a dependent variables. by email and mail. parts or accessories at Auto Bavaria. For this quantitative research. Behavioural Intention. Glenmarie. It also aims to examine the influence and effect of having good and interesting store atmosphere towards customer experiences and then will resulting to a positive behavioural intention.ABSTRACT The purpose of this study is to investigate the relationship between the store atmosphere factors. Key words: Store atmospheric attributes. factor analysis. There are four contributing factors of store atmosphere are being identified. motorcycles. which are lighting. a total of 170 respondents participated in the survey. Glenmarie. The questionnaires were filled by the respondents who already purchase products and also customer who come to Auto Bavaria’s showroom and intend to buy cars. background music. Besides that. Auto Bavaria xvi . 2011). Along with the trends toward retail innovation and evolution. visual cues such as lighting. hypothesis of the study. 2011).CHAPTER 1: INTRODUCTION First of all. the effort to design a physical store environment that provides specific emotional effects to the customers that encourages customer behavior. 1. Turley & Milliman (2000) believed that store atmosphere contributes to a business success or failure. scope of study and limitation of study.1999). 1973). It is because. in Chapter One. shopping is the art of persuasion. However. 1 . color and visual merchandising being the strongest and most persuasive factors compared to the other attributes (Bohl. description of the company. It has long been recognized that consumers respond not only based on the product or service quality itself but they also take much attention on the store environment. and scent. background music. In 1973. besides product and services. A study found that 87% of Hungarian store managers take attention on retail styles. The buying process in a retail atmosphere is triggered when the customer recognize that they put high expectation towards a store (Bohl. research objectives. researcher briefly explain the broad scope of this research which includes the background of study. the atmosphere of a store also one of the influential factors in the purchase experience (Kotler. that is. colors. research questions. background music. Store atmosphere encompass the attributes that aims to strengthen the store environment with the combination of different cues such as lighting. and size of the store as important part of tactical marketing (Jozsa et al. theoretical framework. retailers and store managers now interested in how shoppers get experience while they come to the store. color.0 Background of Study For retailers and store managers. significant of study. problem statement. In fact. Though there are many attributes that can influence how and what the consumers will buy. Kotler has introduced the concept of store atmosphere. safety. While the dependent variables is the response of the individuals’ expression and the study concentrate on the consumers’ expectation towards the merchandise quality. attractive window 2 . classical or familiar music. Thus. so that customer can explore the ideas and make decision to purchase more products or service since they already attracted to the store atmosphere (d’Astous.1. the independent and dependent variables are connected through the mediating variables which are the consumer’s perception towards the store images.Kotler (1973). The researcher put the measurement of design factors. the retailer especially in the automotive dealership industry wants to make the customer to stay longer in the store. the store managers have been realized that the level of customers’ experiences and perceptions while having their visit in the store also become the prime objectives to them. Figure 1. 2000).1: The effects of stimulus (design factors & information display) on store image and consumers’ expectation towards the merchandise quality Based on Ishwar Kumar (2010). Although increasing the sales and profits become the priority objective and missions for most of the retail stores. and entertainment. ballads. based on Jungmi (2007). retail atmospherics as shown in Figure 1. storefront design and information display as the main focus in this study. In figure 1. In this framework. found that the earlier meaning for store atmosphere is like a purchase environments was designed to produce specific emotional effects towards the customer and then the purchase probability. stimulus in the first box identified as independent variables that used to create store atmosphere. convenience. background music whether it slow.2 consisting of selected atmospheric cues such as lighting that can be discuss about the bright or dim lighting. freshness and nice fragrance. the retailer can do some innovation project for the store atmosphere and by doing that. match and trendy color coordination. The entire retail environment that includes the design of store brands can develop their own brand messages and consumer experiences throughout the shopping endeavor. humidity. decor. background music. layout. the ambient factors such as background music and scent did not motivate the customer 3 . Based on Baker (1987) study. style. design factors (colour. an ideal type of good and merchandise crowd that can bring behavioral effect to the current and future consumers (Smith and Burns. according to Baker (1987). The retail environment is harmoniously designed in order to communicate brand personality and the store image. retailer also can make it more standardized and thus tend to contribute the consumers' purchase decision (Bohl. 1996). accessories and signage) and social factors which is the influence of human presence in the store area. pattern. scent and cleanliness). he has identified those environmental cues in a store which are ambient factors (temperature. the store will provide silent communication with the customers about the retailer's brand value. each element of the retail environment also need to be transformed so that it is differentiated from the other retailers. unique architectural design. On the other hand.dressing and layouts. appropriate temperature to build a cozy and comfortable environment. 2011). Figure 1. In order to create positive customer perceptions. texture.2: The relationship between the store atmospheric cues and the effect on consumer However. captivating and memorable logo. 1990). atmosphere enhancement in a retail store is very essential since the customer will observe the surrounding store area and it automatically can influence the customer’s experience and perceptions.Russel which is an approach of Stimulus-Organism-Response (S. it can cause an individual to approach or avoid the environment whether it greater or in lesser degree (Billings.3: The Mehrabian . Besides. In other words. this model can be applied as valuable study to store environments and atmosphere.Russell model on the effect of environmental stimuli on emotional state and customer behaviour Based on the above figure. a business is impossible to hide their actual store atmosphere from the customer to feel and see by their own. because of certain atmosphere. Figure 1. In summary.purchase decisions.R) model. it can be known as the model of Mehrabian . 4 . There are two focus studies on environmental psychology which is the effect of physical stimuli on individual’s emotion and the effect of physical stimuli on the individual’s behaviors (Mehrabian & Russell. Researcher found that. 1974). the framework shows that a particular atmosphere can cause certain emotional response in an individual especially for customer in a retail sector.Russell model into the retail scope in order to find the relation between store atmosphere and customer’s experience. In this research.O. Besides that. the researcher also wants to adapt the Mehrabian . but it is important to simply meet the customer expectations and experience. Quill.1. Today. namely Glenmarie. Establish in 1988.1 Background of Company 1.1 Auto Bavaria Auto Bavaria is the largest auto retail and service organization of BMW. Auto Bavaria has successfully built BMW into one of the most desirable luxury automotive brands in the country. our BMW Premium Selection centre is in Glenmarie and Kuala Lumpur. In order to give a good performance whether among the staff or the customer. Kuala Lumpur. Regas and Tian Siang. Auto Bavaria Glenmarie and Penang also houses the BMW Motorrad and MINI Cooper showroom. 5 . Over the years. so it helps the employees to work more flexible and easily know the customer’s service and product history with more efficiently and effectively. Penang and Johor Bahru. It is because Auto Bavaria contributes majority of shares in BMW Malaysia and also already being in the markets for 25 years. Sungai Besi. This is one of the famous brands of Sime Darby Motors. MINI Cooper and Motorrad (Motorcycle. Wearness Autohous.1. Auto Bavaria has the competitive advantage among the others competitors dealer in Malaysia such as Ingress. Every Auto Bavaria branch is staffed with passionate professionals dedicated to providing world class sales and aftersales service that beyond the customer’s expectations. Auto Bavaria use centralized online system at all Auto Bavaria branches. In addition. They record possibly the highest man hours in training annually in the local automotive industry to keep their staff on top of the latest innovations and technologies and constantly review processes to improve efficiency. At Auto Bavaria. Auto Bavaria’s organization comprises of fully trained technicians and employees and has a wide range of parts and accessories together with a comprehensive range of equipment that only an authorized BMW dealer can provide. they make customer satisfaction as the top priority at Auto Bavaria. Scooter & Superbike) in Malaysia. Auto Bavaria’s nationwide network infrastructure comprises five branches. In benchmarking Auto Bavaria against the best BMW dealers in the world. they are committed to making the customer‘s BMW experience extend beyond their purchase. Pendragon. 1.1.2 Products and services Auto Bavaria products includes BMW cars (1 series, 3 series, 4 series, 5 series, 6 series, 7 series, x series, z4, m series, and hybrid cars) BMW Bikes and also known as Motorrad (Sport, Competition, Tour, Roadster, Enduro, and Urban Mobility), MINI Cooper (MINI S, MINI Coupe, MINI Cabrio, MINI Clubman, MINI Countryman, MINI Paceman, MINI John Cooper, MINI Bayswater, and MINI Baker Street). Besides providing new car from the factory, Auto Bavaria also offer used car for the customer. This package is known as BMW Premium Selection (BPS) since 2008. Even the customer owned used car from the BMW products especially at Auto Bavaria, they will get full advantage of buying this type of car same with the customer who buy a new car. It is because, Auto Bavaria only offer recent BMW models with low mileage and complete service history will be considered. To make the cut, all vehicles then undergo a thorough car services includes systems, mechanisms and safety components. Used car prices with the new car security and warranty, which is the promise from Auto Bavaria. In addition, the customer also can enhance their lifestyle through Auto Bavaria Approved Body Shop and also buy BMW parts, accessories and gifts. Through Auto Bavaria Body Shop, they provide top quality collision repair, painting solutions, consultation and many other service for the customers. The customer also can enjoy the exclusive parts and accessories design for their BMW and MINI Cooper. Auto Bavaria only offers the original BMW accessories that undergo stringent quality and safety test to fit seamlessly to the customer’s vehicles. On the other hand, Auto Bavaria offers the customer opportunity to trade in their old BMW car to a new one. Based on the terms and technical appraisals, Auto Bavaria will be able to provide the customer with a fair trade in price for the customers to own a new car. In short, whether the customer are looking to buy or trade in, rest assured that Auto Bavaria’s team of experts will personally help the customer browse for a car to suit their 6 finance and lifestyle. The customers’ trust and confidence in Auto Bavaria’s team become the first priority and also committed in helping the customer enjoy the sheer driving pleasure with BMW. 1.2 Problem Statement In this globalization era, many companies found that, the store atmosphere plays important roles in a store. Besides, it becomes a critical issue since the customer being more alert, sensitive and also knowledgeable because of the exposure of the information and news. From the previous studies, there are a lot of issues can be highlight in this research such as the lighting problems, the incompatibility of store’s colour combination, the choice of background music are not appropriate, and the visual merchandising arrangement are not suitable (Zeynep & Nilgun, 2011). Nowadays, there are too much competition among the automotive dealership industry in Malaysia whether by locally or internationally. Thus, those store manager need to take an active part to make a different and creative ideas to be idealize in their respective store atmosphere (Zakuan, 2009). According to Zeynep & Nilgun (2011), the store manager can try to create attractive store atmosphere by using mix and matching method from different store atmosphere factors. It means that, the manager can apply different combination of various stimuli (colour, light, smell, background music and visual). Besides that, Auto Bavaria also competes with other BMW Malaysia car dealer such as Ingress, Quill, Wearness Autohous, Regas and so on. The competition between the BMW (Malaysia) car dealers mainly based on service pattern and quality, customers’ experiences and expectation. Even though they sell the same product as Auto Bavaria, being different in terms of store atmosphere compared to the other dealer is also can be one of the strategies to give fascinate experience to the customer whenever they come to the store (Nell,2013). Good store atmospheres are important to give positive impact on customers who come to Auto Bavaria. According Kotler (1973), “the atmosphere of a place is more 7 influential than the product itself in the purchase decision”. When a store features a panoramic atmosphere plus with beautiful decoration, design, colour, lighting, and also having convenient background music, it will create a different experience to the customer (Banat et al, 2012). Today, we can see that, many store manager especially in the automotive sector compete each other in order to accentuate a dynamic store atmosphere. Some companies take the risk to invest a lot of money in their store atmosphere enhancement activities for the sake of giving a good customer experience (Kent, 2007). On the other hand, in this case, Auto Bavaria offer luxury types of products and services. So, the expectations from the customers are eventually high (Lamb, 2012). By providing an appealing store atmosphere, it can make Auto Bavaria different from the other car dealer. Actually, when the customer already put high expectations, the company must alert on this issues. Auto Bavaria must show an exclusive and elegant theme in the store since they are offering luxurious brand and products (Gutierrez, 2006). So, with a convincing atmosphere, customer start to put confident and trust towards the company’s abilities and thus inclined and willing to spend more money to purchase the company’s products or services (Han, 2011). Therefore, in this research, there are a lot of question can be roll out in order to maintain the exclusivity such as what are the key factors that can influence Auto Bavaria’s store atmospheres? Does Auto Bavaria manage to provide different impact on their customers, especially in terms of their experiences during their visit in this store? Does Auto Bavaria know how customer evaluates their store atmosphere? Does Auto Bavaria need any improvement regarding to maintain or enhance their current store atmospheres? and what are the different between Auto Bavaria and the other car dealer in term of store atmosphere? In order to avoid being lag by other competitors, Auto Bavaria need to do something or doing research on this topic. The best ways to collect the information are by letting the customers evaluate the level of store atmosphere performance (Han et al, 2011). 8 4 Research Objectives This study is undertaken to investigate the relationship between the store atmosphere factors and its impact on customer experience and their purchase decision. It will focus on the relationship of the four (4) independent variables of atmospheric factors which are store lighting. customer’s behavioural intention (Levy et al. visual merchandising) and the customer’s experience in Auto Bavaria?  Which atmospheric factors that Auto Bavaria performs the best based on the customers’ evaluation?  What is the relationship between the experience perceived by the customer at Auto Bavaria and their behavioural intention? 1.1. colour. color. 2009). there are few questions have been generate to answer the following questions about the factors that can influence the store atmosphere and the effect on the customer experience and behavioral intention. The objectives of the study are:  To determine the relationship between the store atmospheric attributes (lighting. customers’ experience as the mediating variables and the identified dependent variable.  To know the relationship between customers’ experience and their behavioural intention at Auto Bavaria. color. background music. background music.  To identify which atmospheric factors that Auto Bavaria has performed the best based on the customers’ evaluation from the questionnaire. background music. and visual merchandising. 9 .3 Research Questions In this study. The research study will be guided by the following research question for the investigations as follows:  What is the relationship between the store atmospheric attributes (lighting. visual merchandising) used in Auto Bavaria and the customer experiences throughout their visit in this store. 6 Theoretical Framework A theoretical framework consists of concepts. and customer experience in Auto Bavaria. H3: There is a significant relationship between colors and customer experiences in Auto Bavaria. ease of application. Selection of a theory should depend on its appropriateness.1. Glenmarie. Glenmarie. H4: There is a significant relationship between store visual merchandising and customer experiences in Auto Bavaria. 1. Theoretical framework is not something that can be found readily in a literature. and existing theories that are used by researcher for particular study. Researcher must review course readings and pertinent literature such as journals and articles in order to search related theories and analytic models that are relevant to the store atmosphere’s topic. definitions. the selection of variables in a study must have the characteristics that can be measured and it is important especially when creating and designing a questionnaire. Glenmarie. 2006). and the explanation itself (Trochim. 10 . According to Dr Norzaidi (2013). variables. Glenmarie. H2: There is a significant relationship between background music and customer experiences in Auto Bavaria. Glenmarie. H5: There is a significant relationship between the customer’s experience and their behavioral intention at Auto Bavaria.5 Hypotheses of the Study This study will test the following hypotheses:H1: There is a significant relationship between store lighting. Theoretical framework must demonstrate an understanding of theories and concepts that are relevant to the topic of research paper. (2011) on the research under the title of “The Impact of Selected Visual Merchandising Techniques on Patronage Intentions” and also based on adaptation of Thang and Tan (2003) S-O-R Model theory. 11 . customers’ experience and the dependent variables. color. Shah Alam. It is modified from the Gajanayake.4 The theoretical framework of relationship between the store atmospheric attributes. lighting. experience perceived by the customer and their behavioral intention at Auto Bavaria The framework above shows proposed framework to serve as foundation of this study.7 Significance of Study This study demonstrates how store atmosphere factors affect the customers’ experience and behavioral intention when they visit to Auto Bavaria in Glenmarie.Figure 1. Glenmarie.S & Surangi. 1. Purpose of this study is to examine the how the independent variables. background music and visual merchandising of a store will bring impact to mediating variables. customer behavioral intention when they visit Auto Bavaria. Mattila & Wirtz. 2009). 2012).7. Besides that. it will give different customer’s experience which will contribute to increase the sales and profits of the store (Rhee et al. it will give lots of benefits and advantages to several people and also several parties such as: 1. Pendragon. increasing the likelihood that the consumer will find something they needs. a pleasant store atmosphere can prolong the time consumers spend in the store. Hoffman & Turley. A thorough study. Those car manufacturers from the east countries have been success to bring big impact on the automotive industry (Zakuan.. Toyota. Bitner. Wearness Autohous. Audi. 2001. 2002. A creative and compatible store atmosphere will help Auto Bavaria to create their own store values and then automatically can attract the customer eyes and mind during their stay in the store. 2009). Auto Bavaria common competitors that also offer the luxury type of brand such as Mercedes. 1992) in order to enchant and retain customers as well as beat all the automotive competitors.Therefore.. it 12 . According to the previous studies. In fact. Russell & Mehrabian. and Volkswagen. Do not forget the trend of Asian car production countries such as Japan and Korea that produces a lot of great and quality car like Honda. Suzuki and Mitsubishi. follow with the store innovation also can turn Auto Bavaria as the best automotive store in Malaysia. Quill. with the attractive store atmosphere. Auto Bavaria is fiercely competes with many large car dealer/retailer in Malaysia. So. 1992. Regas. 2002. Hyundai. Tian Siang and so on. Many researchers have realized the significant impact of store atmosphere on customer experience and also their behavioral intention (Baker et al. as well as increasing impulse buying (Tendai et al. all retailers and managers try to build up a meaningful shopping experience (Baker et al.1 Auto Bavaria Due to the challenges of competitive markets. 1976). There are also issues when there are many competitors all over Malaysia that offer the same products and services such as Ingress Auto. which not too bright and also not gloomy can create a nice atmosphere and also effect the 13 . the competitiveness between the automotive companies and so forth (Zakuan. and know how it bring impact to the customer experiences through the customer evaluation and know what are the customer want exactly (Kumar et al. With the presence of this study.2 Auto Dealership (Automotive) Industry Not only for the customers and Auto Bavaria itself.7.will guide Auto Bavaria to improve the store atmosphere in order to gain satisfied customer’s experience and also profits as well. 2000). these researches also bring a significant to the automotive industry out there.3 Customers When it comes to customer. enhance the store appearance. 2009). it is indeed that they will be happy and feels comfortable with the appealing store atmosphere (Turley & Milliman. 1.7. 1. by conducting this research. Besides that. by looking the research analysis and description. it really can help those automotive industries to make analysis of store atmosphere as a secondary data. it can help the customer to make a right decision with calm and relax mind and also having a good time to think at a comfortable sofa. other companies also can make this research as a source to make store atmosphere improvements. 2010). we can know that the development of the automotive industry by observing the demanding from the customer. the products and brands innovation. surrounding with a good lighting. Especially when having a good store atmosphere. other automotive companies can take it as reference for their company’s research and development activities (R&D). Since the literatures about this topic are only few of them. In addition. According to Turley and Milliman (2000). The first hypothesis is whether lighting is significant or no significant with customers’ experiences. it directly will give a great impact to the customer who visit Auto Bavaria and give them some different experience which is like entering the world of class. Moreover.1 Gap of knowledge To relate all the possible contribute factors of store atmosphere (lighting. from having all the combination of store atmosphere factors can create a perfect store environment. the companies can tell message and stories through their dynamic visual merchandising in the store and thus. There were 170 questionnaires to be distributed to the customers at Auto Bavaria at Glenmarie. 1. and visual merchandising towards customer experience and behavioral intention at Auto Bavaria. colour and visual merchandising) in one single setting to investigate their influences on the customer experiences and also from the customer’s experience to the behavioral intention.customers’ feeling as well. compatible background music also helps the customer to relax while selecting their dream car and enjoy their purchase and service. there were four (4) identified hypotheses that will evaluate the influence of store atmosphere factors toward the customer experience and their behavioral intention. Shah Alam who visited and made purchase in the luxury store. color. In order to reduce the gap. background music. Then. which demonstrate the significant gap of knowledge. and of course not a colorful store can bring the mood of exclusivity among the customers. 1. So. Besides that. background music. Second is whether background music is significant or no significant with customers’ experiences while thirdly is whether color in the store is significant or no significant with customer perceived experience and then fourth hypothesis is whether there are relationship between store visual merchandising and customer experience and last but not least the fifth hypothesis which is the second 14 .8 Scope of Study The scope of the study is basically to identify the store atmosphere factors which are lighting. a nice color combination with the choice of elegance color.8. 9 Limitation of Study 1. the branch is the representative of all Auto Bavaria. The potential that the respondents not return and return but send defective questionnaires are high. the potential that the respondents did not read the questionnaire properly are high since the researcher provides a lot of questions for the respondents to answer. Jason. some respondents might misunderstand those questions and did not follow the instruction that will in turn affect the results of study. questionnaire survey is conducted based on 170 respondents which are limited and unable to produce a reliable result. The sampling location for the survey is made at Auto Bavaria which is the headquarter that located at Glenmarie. it may affect the result since respondents may have different perceptions and opinions due to other different branches they visited such as Auto Bavaria Sungai Besi. In this study. Auto Bavaria Kuala Lumpur. 2004). Moreover. & Anna.9.2 Sampling Location In this study. Shah Alam. Auto Bavaria Glenmarie was chosen as the sampling location because the Glenmarie is the biggest branch compared to the other four branches. 1. Auto Bavaria Johor Bahru and Auto Bavaria Penang. In despite of that. the researcher select only 170 respondents due to the limited budget as a full time student and time constraint since the period to finish up this research are only 5 months.model is whether customer experience has a significant relationship with behavioral intention or not. 1.1 Respondents Large samples tend to generate better result and minimize the probability errors (Osborne. By using five-point Likerttype scale for the questionnaire. Besides that.9. 15 . Furthermore. Therefore. sampling location is a limitation to get a respond from the respondents. respondents may confuse and not be able to express their additional comments and opinions for this study. So. Thus. those literature reviews may not be appropriate and slightly different for this research since it mostly discussed different type of store itself.Furthermore. In fact. Due to limited budget. researcher was unable to access those journals or articles that need to be subscribe. the findings of some journals or articles may not applicable in this research.9. Most of the journals and articles we referred to were based on the topic in foreign countries. Moreover. 1. (2008) a research about food retailing. However. 2013) Zeynep & Nilgun (2011) noted that most of the studies only focused on one store atmospheric stimulus or doing it as general research instead of examine few and specific factors together at one time. (2010). and Han Shen Chen. Sang Lin Han. Katelijn Quartier. Thus. Tsepo Peter. it is become the researcher limitation because different types of stores must provide different combination of various factors of store atmosphere to support the overall business of those stores. there are only few and limit researches that focus on the automotive dealership industry. For example. (2013) have study a research about the MPH Bookstore. (2011) a study about the clothing store. there were only few local researches conducted the research that are applicable to our study. (2005) focus on the Korean retail market. this topic which is the study of store atmosphere seems to be quite popular among researchers and retailers from different sectors and countries. a study of chain store supermarkets. Recently. (2009) have research on convenience store. Since the auto dealership industry was been 16 .3 Secondary Sources Limited information sources and databases can be searched through for this topic of the study. researcher had to find more journals to combine and support for validity of the study (Labaree. Therefore. some journals and articles may require payment. there is a possibility of a cultural and lifestyle bias playing a role in the outcome of the study. Choong Rong Han. Wan Asyila. and so on. the study regarding the issue is needed in depth on this area based on Malaysia’s retail industry to help Auto Bavaria understand well about the impact of store atmosphere on customer experiences. There were not many researches and latest study regarding customer experience. colors. lighting. Hungary. Using wrong application on store atmosphere may lead to reduce the research quality. background music. some literature review for this study is limited especially on the color and visual merchandising factors. Although many studies mentioned background music and lighting as one of the variables to examine. Therefore. The way of their thinking also are not same as Malaysian. India. Many researchers only concentrated their study on the areas of background music and lighting.not specifically focus in previous research. 17 . On top of that. Therefore. China. Greek. and visual merchandising will be added as important elements in store atmosphere factors for the industry and relate with experience and customer behavioral intention. it would be more accurate to predict the factors that can give influence on store atmospheres which automatically affects the customer experiences and behavioral intention. United States. many researchers did their studies using the retailing industries of foreign countries such as Korea. Limited source for these two factors which are colors and visual merchandising make it difficult for researcher to have a detail investigation and also have a constraint to make comparisons between the current study and the previous one. From the previous studies. those researchers seldom linked these factors to experience and behavioral intention. so in this research. sometimes it might be inaccurate and inappropriate to adopt into each particular type of retailing industry especially in this case. Therefore. In fact. the study will use the relevant store atmosphere factors based on the automotive industry to interpret its effect on experiences and also the behavioral intention. when local retailers apply the results of those studies. In despite of that. It is because different countries have different culture and perspective. this study had been done based on Malaysia’s automotive retailing industry. Background music that is usually played at a low volume and it is not the main focus to be listened by the audience. and evocative composition. Lighting includes the use of both artificial supplies light such as lamps and light fixtures.4. It is also can be said as supplement or additional features that are apply in a particular situation or event.10. 1.3 Color Color and also known as hue is the element of art that is produced when light. tempo and timbre.10. lighting is also can refer as the functional use of light to achieve a practical or aesthetic effect. 1.10.1 Lighting Lighting can be defined as the kind of igniting or illuminating. rhythm. unified.2 Background Music Background music is the art of sounds arrangement in a time so that it can produce a continuous.10 Definition of Term 1. 18 . harmony. the arrangement of lights occurs usually by specific equipment in order to achieve various different of effects. atmospheres and spaces into a motivating and engaging displays and arranging goods and merchandise assortments within a store to improve the layout and store appearance. It is also refers to various styles of music or also known as soundscapes originally intended not to be actively listened to. as well as natural illumination by capturing light from the sun. Besides that.10.1. as through melody. striking an object and it is reflected back to the eye or in other words is the property possessed by an object of producing different effects on the eye as a result of the way it reflects or emits the light. 1. Visual Merchandising Visual merchandising are includes the combination of products. aim and concern that a consumer brings to deal on a current or future purchase activity.4 Customer Experience: Customer experience is the sum of all experience a customer has with a supplier of goods or services. 1. 19 . This aspect includes the customer’s awareness.1. purchase. feeling and attitude. discovery. transaction. use. interaction.10. observation and participation.5 Customer Behavioral Intention Customer behavioral intention can be defined as a course of action.10. over the duration of their relationship with the supplier. It is also a cognitive plan to perform a behavior that has created through a choice or decision process that focuses on beliefs about the consequences of the action. It is known as the theory of reasoned action which is a model for the prediction of human behavior. attraction. Besides. When the customers receive fantastic experiences while visiting a store. In addition. space. 2009. (1986) categorized atmosphere as a term that is used to explain customer feeling towards the shopping experience which cannot always be seen.1 Store Atmosphere According to Levy and Weitz (2009). The percentages of the customer to come back to the store are also high since they were comfort with the store environment. in this study. design and scent. they will pass a positive word of mouth to their closed peoples such as friends and families. Therefore.CHAPTER 2: LITERATURE REVIEW 2. 2.38). p. colour. Developing a strong positive atmosphere has become important to the companies to sustained competitive advantage. background music. layout.1.0 Introduction This chapter presents the overview of current literature in the frame of the presented research problem. The store atmosphere seems able to affect customer feeling and experiences. Each of the bodies of literature is discussed which is focus on the specific nature of the relevant literatures that relates to this study. According to Milliman. Kotler (1973) was the first one that used the “atmosphere” term described it as the design of store environment that can stimulate buyers’ emotions and ultimately affect their purchase behaviour. A literature review is a step-by-step process that involves the identification of published and unpublished work from secondary data sources on the topic interest.1 Review of literature 2. has stated that research 20 . Birtwisle and Shearer (2009). store atmosphere is referred as the attribute that aims to intensify the store environment with the combination of different cues such as lighting. then. each independent variables and a dependent variable will be reviewed on previous studies that are related to this topic. the evaluation of this work in relation to the problem and the documentation of this work (Sekaran & Bougie. Sirgy et al. consumption amount. satisfaction. as customers nowadays became more sophisticated and knowledgeable. Based on Taylor (2006). For 21 . products etc. 2009).2 Lighting Lighting can be referred as the act of enhancing or illuminating. develop store image and enabled them to differentiate their stores in terms of the products and services on offer. store displays were mainly used only for the promotional purposes. store atmosphere also give impacts on the customer minds. Reports from Varley (2006) stated that. However. 2000). a pleasant store atmosphere can affect the time consumers spending in the store. recommendation and so on (Estelami et al. and visual quality of a retail store. 2. A dynamic store atmosphere also typically form a positive impression of a retail store through various method of communication such as word of mouth.2006). Moreover. and shopping value (Babin & Attaway. comfort. perceived quality. objects.2006). Based on Hu & Jasper (2006).1. (2000) suggest that a good combination atmosphere factors in a store can create a favorable consuming context and generate positive perceptive emotions about the store among consumers. From years ago. Therefore. personal experience. store managers have discovered new roles for effective atmosphere. and the way light falls upon a face. The latest. store atmosphere play roles like communicating product information and store image. lighting is a key design element that contributes to the identity. a high contributor to an appeal store atmosphere is the lighting used. customers perceived that they would be more likely to come a store that have more in-store displays together with high graphics dimension and user friendly meaning (Mitchell & Oppewal. Store environmental factors can influence the subjective feelings experienced by consumers in the store and influence the shopping experience. in a various situation (Freyssinier et al. the light arrangement to create particular effects. an effects occurred by the arrangement of lights.about the store atmosphere has allowed retailers to create positioning strategies. advertising. assisting consumers in making purchase decisions and create exiting shopping experience. retailer provide a bright lighting in their store because.many specialty stores. which can be reflected in important aspects like quality (Zumtobel. also stated that the lighting which also one of the environmental psychology can bring impact to the customer’s emotion and experience. 1998). products are more often examined and touched compared to the ‘dim lighting’ conditions. In automotive industry. natural lighting from the glass windows also plays its own role in a store. For the perspective of Vaccaro (2008). 2012). In the customers’ eye. emotion. Lighting also can influence the attractiveness of products in a store (Magnum. People increasingly prefer naturalness as possible. cosiness and experience of store image (Banat. products with high light levels were found to be more captivating than products with lower light levels. Usually. create visual interest. Based on Perney (1974). store lighting can influence the consumers’ perception. bring effect to the color of merchandise and able to direct the customer going through the store either deeper. proper use of light is another method to attract customer attention on specific products. capture certain experience and also hide any retail weakness and error. In fact. Besides. 2012). the lighting design reflects the store’s image and as a tool to feature the store’s merchandise and business selling strategy According to Hoyle (2003). a successful lighting at any retail store and business environments has the potential and probability to dramatically affect sales since lighting can increase the floor traffic. hiding some parts of store to ensure those the dark areas are a strategy to maintain good store image. Donnovan et al (1994). value and at last the purchase decision making. Lighting in a store did not only focus on the light itself. also stated that a bright light and compatible background music can increased consumer arousal and their enthusiasm. Mehrabian et al (1974). most of the retailer chose to have more natural lighting by having a large glass windows setting in their store. ideal store lighting can draw the customer’s attention to observe the products particularly. Occasionally. Auto Bavaria must to avoid a fluorescent light because it really can create a low image of it since the 22 . lighting also can give impact on consumer’s cognition. In this case. with this conditions. and timbre. rhythm. There are many studies show that background music in a retail store can inspires customers to buy and make their shopping experience more pleasant. incandescent and LED type of lighting. It consists of various style of music and soundscapes primarily intended to be passively listen and hear by the store visitor. On the other hand. The combinations succeed to indicate the store elegance and exclusivity. and evocative composition through the melody. 1982). For Pete (2013). Based on Kulkarni (2012). Since years ago many retailer set a background music in their store because the ability to enhance the store atmosphere. music is popularly known as the influence factors of customer’s emotion and behaviour (Milliman. The company already applies the combination of natural lighting. unified. 2010). smaller and flexible to placed anywhere in the store (Pete. A lot of studies state that background music is capable of evoking emotional state. Morrison (2001) stressed that playing classical 23 . LED light fixtures are relatively new in retail industry. Compatible background music means that the store played the right music at the right time which is depends on situation and season to create positive impact on the customer experience (Ruchi et al.company involve in luxurious sectors. Besides. background music is the art of arranging sounds continuously. retailer should carefully select music genre. style and tempo from their marketing toolbox. 2. leaving a lasting impression and behavioural responses in consumers (Matilla & Wirtz.1. A store can simply create the mood. specialty stores like Auto Bavaria itself are rely on glass windows in order to show the expensive and create the interest from the customer. able to stimulate the customer’s mind with install the right music. 2001). harmony. It has many advantages compared to the traditional light fixtures since it is more energy efficient.3 Background Music Based on Yalch (1993). A study from Freyssinier et al (2006). 2013). incandescent light fixtures are useful especially for put the customer attention to a certain goods or section in the store. leading to a customer perception of luxury merchandise. attract attention. With colors the retailers can set mood. Color can be defined as the visual perceptual property corresponding in humans to the base categories that we called primary colors which are red. Color derives from the spectrum of light interacting in the human eyes. Color has a powerful subconscious effect on every part of human lives (Zalanski. it is not appropriate to play a loud music because the customers need a calm situation in order to think and make a right decision when dealing and purchasing something expensive. the store manager can create an ambience of elegance. So. It also can create prestigious store atmosphere.background music can influence the decision making rather than the product itself. and also make statement. and yellow (Bellizzi. warmth and tranquility and convey an image. 2. 1988). color can be the retailer most powerful design element if they learn to use it effectively (Kemmis. promotional efforts and receives best customer experience and feedback. many past researchers have been carried out a study about the physiological effects of color towards the customer. Playing a happy and upbeat background music can creates customer’s enthusiasm towards particular products while or slow music able to create high purchase decision and intention (Alpert et al. According to Milliman (1982). 1992). 1989). Being understood about the meaning of color especially in business gives the store manager an invaluable tool to create a successful business by do the marketing. In Auto Bavaria. 1998). It is disappointed when there are still many retailer did not aware or did not know the use of color psychology in their business. Paul & Fisher. to make it simple.1. Colors also can use to energize and also to cool down. Auto Bavaria prefers 24 . instead of arousing the customer’s feeling. By selecting the right color scheme. background music also one of the effective tools to communicate with customers in non verbal way. blue.4 Color According to Kouchekian (2012). grey white and green. 2. In order to have a good visual merchandising. Deepavali. country and contemporary. warm. In other words.5 Visual Merchandising Based on Kouchekian & Gharibpoor (2012). a potential customer will view it more closely. special events. 2008). It includes the activity of enhancing the products presentation. increase store traffic and sales and adds visual excitement. the retailer must establish a different strategy such as 25 . and merchandising departments in order to sell the goods and services offered by the store. by having strategic arrangement and illuminated the focal destinations in a store atmosphere. independent day. support brands. it can facilitate the store manager to decorate the store when it come to the seasonal month such as Raya celebration. Christmas and more. visual merchandising must attract and hold the passerby until it can arouse the interest from the customers. tans. Visual merchandising is becoming more and more important in giving a store competitive edge. Visual merchandising plays many important roles in retail sector. Kim (2013) said that visual merchandising can heighten the store images and increase sales efficiency. The advantage of having a neutral or earth store color. Chinese New Year. 1995). display. If a display is sufficiently surprising and unusual.the earth color tone as its theme of color. good visual merchandising gives the merchant an invaluable competitive edge as well as defining a store’s personality in today’s marketplace (Mills et al. Based on Moormann (1995). since many stores share merchandise sources and therefore carry similar items. visual merchandising is the presentation of a store and its merchandise to the customer through the teamwork of the store’s advertising. from traditional. The colors draw from a palette color such as browns.1. decoration. merchandise arrangement. Based on Pillai et al (2003). Earth tones and the warmth of wood and stone and along with the patina of various metals are the set of the harmonious mood (Annemiek. it can be adapted to any style. By using a neutral color as the store background. showroom coordination. seasonal projections and various other retailing innovations (Paul et al. and emotion.1. improved the customer loyalty through valued and memorable store atmosphere. Based on SAS Institute (2013). attraction. customer experience refers to the practice of designing and reacting to customer interactions to meet or exceed customer expectations and thus increase the customer satisfaction. Good customer experience management can strengthen the brand and store preference through different experiences. 26 . That experience may be good. changes of physical facilities. bad or indifferent. Besides. and also can lower the cost by reducing dissatisfied customer. Customer experience consists of awareness. interaction.6 Customer experiences Every business provides a customer experience. top level executives such as store planning director and the visual merchandising director who are the ones that responsible to meet with the corporate executives of a company to determine such things such as the corporate image. communication. 2003). it is an individual experience whether conscious or subconscious while having a transaction in a store (Gilboa et al. In other words. discovery. experience also can inspire loyalty to the customers (Richardson. 2010). loyalty and advocacy. purchase. 1995). Customer experience can be defined as a sum of all experiences and perceptions a customer has while purchasing goods or services with a retailer based on all interactions and thoughts about the business. boost revenue with incremental sales. Visual merchandising is integrated with the total planning and operation of a store.create an enjoyment store atmosphere and organize the merchandise in the store effectively. the probability for the customer to spend in the store are high. When a retailer success to deliver and create different experience to the customers. In addition. 2. to deliver customer experience. bad or indifferent (Johnston & Kong.1. the store manager has to know the customer better than ever before. & Maclnnis D. According to Yoo.. emotion. customer experience also a phrase used to describe the relationship a customer has with a business. C. 2.. That means creating and maintaining complete customer profiles that help managers to understand and measure the customer’s experience when dealing with a business transaction. because experiences inevitably involve perception.J. Customer experience also an integral part of customer relationship management (CRM). it is about the customer behavioral response are from the customer’s intention to approach or avoid a certain environment and it is also called as approach-avoidance behaviors. and it is important to company because customers who have positive experiences tend to become repeat and loyal customers of a business. and unexpected behavior from the customers. feeling.Based on Johnston & Kong (2011). In retail perspective. Park J. Approach behavior occur when the customer show a positive response such as willing 27 . (1998).7 Customer Behavioral Intention Customer behavior intention is driven by the combination of attitude toward the purchase behavior and individuals’ beliefs and motivations toward the customer behavior (Burnkrant & Page Jr.J. their willingness to repurchase in the future and give the other peoples recommendation and good word of mouth to visit and purchase at the store (Baker et al. 2011). the intentions usually will be determined by the customer willingness to stay longer in the store. There are an issue that companies cannot fully control experiences. the closer the relationship between the business and the customer (Yoo et al. which is the S-O-R model. A model suggested by Mehrabian & Russell (1974). 1998). 1982). The more relevant the business’s offer. that customer will have the experience whether it good.H. 2002). Many previous studies stated that whatever the product or service that a business organization offer to the customer to buy or receive. Based on Kang et al (2010). having a good impression on the environment and intend to return and come to feel the environment again (Han. 28 . sociology. lighting. there are important relationship between store environment cues. revisit intention. Behavioral intention become a strong predictors of actual behaviors have thoroughly been researched. 2003). Based on Kang et al (2010). (2003). The study also includes the consumer characteristics such as their demographics. Behavioral intention also includes the consumer willingness to buy. 2011). when. colors and odor (Kouchekian et al. It is a combination from various elements which are psychology. psychographics. having thought to recommend other peoples and trusting the environment component values (Wakefield & Brodgett. socio psychology.to stay longer in the store. 45% consumers are driven to visit a retail store by recommendation by other peoples such as family and friends. In addition. 1996). and behavioral variables in order to understand the consumer’s want (Sangvikar & Katole. what. identify in the environment. Besides that. and why they buy. As state by Grewal at al. The factors include the social factors. store choice criteria and the store patronage intention. fresh scent. A previous study from Grewal et al (2003). it attempts to understand the consumer decision making process. design factors and also the ambient factors (Grewal. spending more time and money. 2012). bright light and soft fabrics evoke pleasure and arousal which is lead to patronage intention. Consumer behavior is a study about the way or attitude of the consumer when it comes to purchase or spending pattern such as how. interact. anthropology and economics. 2012). explore. they have identified several amount of control over factors that can contribute to consumer’s patronage intention. interesting environmental factors such as pleasant background music. the store manager also can enhance the store’s atmospherics through visual communications. Store managers can creatively design the layout of the store and displaying the merchandise in attractive way to give positive reaction and perception from the customer when being at the retail store. It also includes the identifications of the four independent variables in this research namely as lighting. 2009).0. (Sekaran & Bougie.1 Research Design Research design is the important step to gather and analyze the imperative data and assist to find the location of the study. On the other hand. and visual merchandising. 3. the methods of data analysis which consists of factor analysis. the design of the questionnaire.0. 3. data and information collection methods. experience and behavioral intention of the customers that have been visited to Auto Bavaria. 29 . expectations. 2011).2 Quantitative Design Quantitative research will be applied based on the nature of study to gather a representative data from the targeted respondents. population and so on. reliability test.CHAPTER 3: METHODOLOGY 3. descriptive statistics. To better understand the impact of store atmosphere on customer experience and behavioral intention through several factors that have been selected. It is used to quantify attitudes. 2000). colour. In this study.0 Introduction This chapter is focused on the approach of the study. researchers have often focused on quantitative approaches by (Turley and Milliman. mean aid on development of hypotheses for this study. The advantage of using quantitative research is that it produces reliable data that are usually qualified to some large population. online and paper survey are used to collect the data from the respondents (Wyse. opinions. sample size. sampling design and so forth. Chapter Three will have discussion on research design. background music. Besides that. time consuming and energy to the researcher. the relevant articles and other sources through internet and online library are aiding in the research. 3. (2009.184).3. Furthermore. secondary data refer to information gathered by other party that already conduct a previous study. 132). EBSCOhost. primary data refer as first hand information or data obtained originally by the researcher on the variables of interest for the specific purpose of the study (Sekaran & Bougie. p. It helps researchers to get better understand and define the problems.1 Data Collection Methods In this study. 3. there are two ways in gathering data which is through primary and secondary data. p. The advance of technology helps a lot in finding resources especially the Internet. p. Those questionnaires were distributed personally to the respondents. Emerald Journal.1 Primary Data According to Naresh (2010. the researcher need cooperation and clarification from the respondents.1. 2009. the previous researchers’ study can be obtained through online journal databases such as ProQuest. Malaysian Thesis and other available databases which are available in Universiti Teknologi MARA (UiTM) online databases. It requires inexpensive cost. primary data will be organized for the specific purpose of addressing the problem on hand.180). Questionnaires can be efficient data collection mechanism of what and how to measure the selected variables.2 Secondary Data According to Sekaran & Bougie. To obtain secondary data.1. While distribute the questionnaire. 30 . The primary data that will be used is questionnaire survey whether by online or manual. The questionnaires were distributed to the respondents whom their respond and answers may differentiate on specific issues regarding to the topic. (Sekaran & Bougie. the sampling frame is a (physical) representation of all elements in the population from which the sample drawn. Kuala Lumpur. 3. The population refers to the entire group of people. Besi. Penang) in Malaysia. p. customer services department. or things of interest that the researcher wishes to investigate. While simple random sampling is one of the probability sampling which is randomly selected sample from a larger sample or population (McCullagh. Convenience sampling a method of finding the data by selecting people because of the ease of respondent volunteering or selecting units because of their availability and easy access (Sedgwick. setting sampling frame and location. 2009. On the other hand. Motorrad (Motorcycle. the sampling frame will be the customers that are already made any purchase or the potential customer at Auto Bavaria Glenmarie. Johor Bahru.267). parts. deciding the sampling elements.2 Sampling Design There are five steps under sampling design which are determining the target population. accessories and gift areas. & scooter). In fact. 2013).2 Sampling Frame and Sampling Location According to Sekaran & Bougie. 2007). In this study. events. the sampling location for the survey is the various sales and customer area in Auto Bavaria Glenmarie such as the sales and service area of BMW cars. Auto Bavaria Glenmarie has the advantage to do the customer survey 31 . which is a headquarter branch was selected as the representative of all Auto Bavaria’s branches (Sg. (2009. selecting sampling techniques and determining the sampling size of respondents. bike.2.2.3. p.1 Target Population Target population is the group of people where researcher is interested in analyzing to get relevant information for research purpose. convenience and simple random sampling has been chosen in order to select the customer in Auto Bavaria Glenmarie which is the respondents in this study. 3. car’s service and so on . MINI Cooper cars and after sales areas.262). Auto Bavaria Glenmarie. Since the researcher will distribute the questionnaire manually to the respondent. In this research. 32 . Taman Industrial Park. The store is located at Sime Darby Auto Bavaria Sdn Bhd. availability and proximity to the researcher (Crossman.3 Sampling Elements The respondents in this study referred to customers who perceived the service at Auto Bavaria Glenmarie Branch. convenience and simple random sampling technique was selected.4 Sampling Technique In this study. researcher has several options. Persiaran Kerjaya. researcher will go through company’s customer records and history to identify the customers’ information such as email. 2013) Then. researcher want to select 170 respondents to survey and that there were thousands customers over the past 12 months. To assess customer's perceptions on store atmosphere factors at Auto Bavaria. Decide on the number of respondents researcher would like to have in the final sample. The reason to choose these sampling elements are because they are the main subject in this research since the research topic is about the store atmosphere that can be experienced by the customer itself and in fact there are only few obstacle in language issues since most of the customers understand and using English very well. home or office address (Knottnerus. 40150 Shah Alam.2. Besides that. it also includes foreign respondents since Auto Bavaria’s market are wide and international. the biggest and also success to attract a lot of customers compared to other branches. 3A. 2003). As stated by Chambers & Skinner. researcher has to get organized sampling frame. to draw the sample. Glenmarie. Now. researcher has to draw the sample. convenience sampling is the best sampling technique where subjects are selected because of their convenient accessibility. Section U1. Selangor. 3.since it is headquarter. 3. Total of 170 populations range from 20 to 70 years old were selected in this study.2. To accomplish this. Thus. Researcher distributes 5 questionnaires for this pre-test (Israel. If any misunderstanding about the questions. then researcher need to redo the questionnaire until it suits with the purposes of the study. the researcher also conducts a preliminary study which is an activity of conducting a simple interview about the knowledge of store atmospheric attributes. a mechanical procedure is very feasible. 2013). it is reasonable to generalize the results from the sample back to the population (Knottnerus. The purpose of the interview is to know how far the comprehension knowledge of the customer regarding to the atmospherics factors and it is important when the researcher want to construct a questionnaire (Lennora. It means that. It can be done through EXCEL spreadsheet. 3. It is important to ensure the respondents understand the questionnaires and to avoid any misunderstanding issues occur in the future. the study will only conducted 170 questionnaires because of the limited budget and also problem of the time constraint. 33 .5 Sampling size Before distributing the real questionnaire to the selected respondents. Many computer programs can generate a series of random numbers. Israel (2009) clarified that factors such as cost are critical in determining sample size. researcher needs to pre-test the questionnaires to the other people such as friends and family members. 92% rate of response the researcher success to collect in this survey. 2003). Researcher can use the function =RAND() in formula text box which is EXCEL's way selecting random sample. Here is a simple procedure that is especially useful because researcher already have the customer’s information on the computer. A total of 170 questionnaires were distributed and 156 questionnaires were collected. effective and with the development of inexpensive computers there is a much easier way. 2013). Simple random sampling is simple to accomplish and is easy and a fair way to select a sample.(2003).2. Besides. not confusing and only consists of one element in each statement. Questionnaires are defined as the series of questions aim to gather prompt and accurate information from respondents. the respondents will answer some general question provided in the Section A. and Ortinau (2006). The respondent will rate the questions by using five-point Likert-type scale ranging from 1. Babin. 34 . close-ended questions can be defined as a set of answers that provide by the researcher for the respondent to choose.strongly disagree to 5. The questionnaire was structured by simple English words and sentence for the respondents easily understand each of the question ask and thus it will contributing of getting accurate answer. While in Section B and C. Section D is about respondents’ demographic information such as gender.strongly agree. race. The researcher attaches the sample of questionnaire in the Appendix. scale-response and opinion type of question. background music. the researcher gives the opportunity to the respondents to give their comments and opinion about the store’s atmosphere. age. a good questionnaire must be designed. there are six part of question that consist different type of variables. Money. nationality. and status of employment. In Section B.1 Questionnaire Design There are four basic question-response formats used in order to design a questionnaire which are open. According to Hair.3. In this study. close-ended. and Samouel (2003) mentioned that effectiveness and high response rate are the reasons for researchers use questionnaire widely to collect primary data if the population of respondents is well-educated.3 Research Instrument Questionnaire survey has been used in this study. consists of questions that related to four (4) independent variables tested in this research. researcher decided to apply close-ended questions because it can save respondents’ time and effort when answering the questions. Thus. Bush. The independent variables are lighting. Hair.3. in order to perform a good research. While in Section E. academic qualification. In the questionnaire. Respondents can easily pick up any answers from the five-point Likert-type scale. The questions is direct. 3. the researcher will study carefully which four (4) types of scale which are nominal. 2011). identifiers. this type of scale was structured by a set of rankings and the categories of ordinal scale must have a logical or ordered hierarchically to each other which are the most significant characteristics (Brown. Questions in Section B and C are created to test the independent. ordinal scale becomes the next higher level of measurement after nominal scale and actually ordinal scales are more accurate compared to nominal scale. ordinal. Lastly. type numbers. interval or ratio will be use in this research (Stevens. a nominal scale also does not involve with any mathematical attributes of magnitude. where the numerals are used only as labels. The researcher also must be assured that all the respondents’ responses and information are private.colour and visual merchandising. All the provided questions are set in multiple choices to facilitate the researcher get a specific response. 2004). words or letters (Grace. or absolute zero point.4 Constructs Measurement 3. moderating and dependent variables. Usually. interval types of ratio are used. It merely mutually exclusive categories and often used as the tool to measures the percentage (Pagano. Section C is the questions about the customer experience and their behavioral intention at Auto Bavaria based on store atmospheric attributes stated above. the researcher only use nominal and ordinal in Section A and D. researcher used with variables that are qualitative in nature rather that quantitative. In this study. confidential and undisclosed no matter any situation happen. This type of scale referred as a way of categorical data or grouping behaviour. 2012). In addition. mode. equal interval. Based on Cliff & Keats (2003). 1946).1 Scale Definition Before starting the process of collecting data. As a way of quantification. Nominal scale is the lowest form of measurement among other scale. 3. an ordinal data can be use as non-parametric statistics which is important to do the correlation by measuring the association of the variables and it include median.4. rank order 35 . On the other hand. For Section B and C. K. ranging from 1. and subjective perception of temperature (Kemp et al. Low.L.1: Sources of Measurement No. Table 3.H.Y.P. S. there are seven constructs namely lighting. Frering. & Rizzo. middle or high). interval scales also has the same rank characteristic as ordinal scales. & Van Cleempoel. In the perspective of psychology. D. P. According to Price & Oswald (2006). a respondent will give a rate to a statement on the Likert scale in which to know the respondent’s evaluation of agree-disagree with the statement. customer experience and behavioral intention.correlation and non parametric analysis of variance. H. Kuang. Lighting Freyssinier. J.strongly disagrees to 5. the research variables and element can be evaluate by those measurement such as satisfaction. 3.2 Sources of Measurement In this questionnaire. background music. The researcher use five-point scale as the response format with assigned values. Narendran. Taylor. K. The scales were adopted from previous study due to the relevance of literature.1946).4. color. level of agreement. or 8 and 9. (2008) Choong. Construct Adapted from 1. Christiaans. Interval scale can be referred as a measurement scale of data where the difference between two values are meaningful and can be quantified (Stevens. but interval scales show the differences between each data point which mean that the difference between 1 and 2 on an interval scale is the same as the difference between 4 and 5. 2012). In interval scale. S. context and compatibility and reliability. frequency. R.strongly agrees. B. The examples for this type of scale are the rank of education qualification and the social economic class (low. Yap. visual merchandising. (2006) Quartier.F (2011) 36 . J. N. 3. R. M (2003) 4. (2013) Kouchekian.R. C. D. (1994) Alba. (2003) Sangvikar. & Hutchinson. Background Music Areni. (2001) 5.F. J. & Laria.R. & Kong. J. (2000) Morrison.W. V. E. M. X.C. & Katole. Visual Merchandising Kim. M. & Hasty. & Voss.S. R. F. Parasuraman. D. B.A. Park. & Maclnnis. J. R. A.S.S. A. Grewal. (2011) Pantano. (2006) Annemiek. (2012) Chen.J. (2008) Kumar. I. N (2011) 6. & Spangenberg. R. Crowley. & Back.B. D.W. J. (2003) 7. Z. Iqbal.J. & Hsieh. Boger. K. A. Intention G. Customer Behavioral Baker. T (2011) Gillani. & Rahman. & Kim. J. (2010) 37 . G.W.. H.E. A. & Sunil. Garg. & Gharibpoor. (1998) Yalch. (1998) Gilboa. (2010) Bellizi.A. J. C. (2012) Kang. A. H. (2012) Yoo. S.V. (2012) Pillai. E. K. Maqbool.J. S.E.. & Rafaeli. Umer. Color Singh. Customer Experience Johnston.H. E. The tempo of the music background makes me want to stay longer in the store. The lighting used in the store looks exclusive. of Items 5 Sample items      Background Music 5      Color 5      The type of lighting used is compatible with environment of the store. 38 . For me. Choices of the theme colors at the store successfully to create attention. the volume of the music background is appropriate. The color of the furniture and its fabric also looks elegance. The lighting used in the store allows me to examine the products clearly The lighting level of brightness makes me comfortable being in the store.3. The music background played in the store can enhance my interest. The combination of natural lighting in the store is convenient. The choices of the music genre are pleasant to hear. For me.4. The colors apply in the store shows a trendy coordination.3 The survey instruments Table 3. I really enjoy the rhythm of the music background in the store. The color used in the store able to create desires to purchase.2: The Survey Items of Construct Multi-item of Scale Measure Lighting No. the choices of the color combination create a good emotion. The atmospheric attributes success to create a positive image in this store.Visual merchandising 5      Customer experience 5      Customer Behavioral Intention 5      I am satisfied with the merchandise presentation in the store. The creative props used in the store give an inspiring idea to me. 3. 2009.5 Getting the data for analysis Once researcher gets the data through questionnaires. For me. I would like to purchase again in the future. The atmospheric attributes in the store help me to make a decision. The lighting in the store gives an impact to me. The store atmosphere makes me comfort to stay longer in the store. The atmospheric factors in this store are successful in putting trust in me. it will go through several processes. First. p. keyed in and edited (Sekaran & Bougie. The store decorations also create an evocative presentation. the researcher will code the data by labelling a number to the participants’ responses for avoid any confusion and then 39 . The presentation of the visual merchandising success in creating an impressive experience. The store visual merchandising success to create confidence in me. it will be analyzed. I would like to recommend other peoples to buy their car in this store. The background music creates an enormous experience to me. The colors in the store also bring a fascinating experience to me. the displays used in the store are very convincing. In order to produce data that have the quality standard.306). health researchers. 2010).306). data will be corrected. in order to avoid problems in the next analysis process.6. For example. Researcher can get the result from SPSS after key-in and interpret the collected data from the questionnaires and explained by chart or table (Siers. Descriptive research involves transformation of raw data into a form that would provide information to describe a set of factors in a situation. 3.308). The researcher has to determine if the characteristic and quality of data have been met a standard analysis. So. 2009.6 Data analysis Data analysis is an important step that should be monitored to avoid any error that may affect the results. Descriptive study requires a sample of hundreds or thousands of subjects to generate an accurate relationship between selected variables. 105). Descriptive statistics are used to explain the basic features of the data and present quantitative description in a manageable form. p. SPSS often used by the government surveyor. if any blank responses and inconsistently data need to be managed. 2009.1 Descriptive Analysis According to Sekaran & Bougie (2009.facilitate the researcher to fill up and categorize it in SPSS (Sekaran & Bougie.310). The data will go through editing process after coded and filled in the database. (Sekaran & Bougie. The data will be reduced because it provides simple summaries of sample or measures. “male” will be coded as 1 and 2 for “female”. university lecturer. p. p. check and do follow up. 3. the respondent profile for gender. in Section D. p. Descriptive analysis is useful to explore and check data before performing statistical test and data interpretation. Next. For example. the data will be transformed from the original numerical representative value to another value. corporate and business researcher to assist the interpretation of data collected (Sekaran & Bougie. 2009. Descriptive research is more efficient and able to obtain information with reference to 40 . 2008). variance. The coefficient alpha value can range from 0 to 1 and a value less than 0. C and D in the questionnaire will be interpreted by percentage.1). nominal) data and for example. 2010). pie charts. median and mode and measures of dispersion and variability through standard deviation.. The central tendency of question in Section A and D measured through mean.1 Reliability Test In order to avoid any bias and error. According to Cavana et al (2001).6. In a period. only one variable is considered for non parametric scale (ordinal.2. Cronbach’s alpha is useful for the multi-scaled items and able to determine how well the items in a set are positively correlated to one another. The reliability of a research can be obtained from Cronbach’s alpha. central tendency such as mean. 3. Besides that. and cumulative percentages for all the information regarding to demographic data will be generated by SPSS (Appendix 4. researchers also can know the research problem and able to clearly define what should be measured on this research. 41 . percentages. Based on Hon (2008). bar chart and line graph will be used for visually exploring data and statistics (Hon. median. The responses receive from Section A. mode and standard deviation.6.2 Scale Measurement 3. the percentage of respondents’ age. kurtosis and skewness (Siers. the internal consistent reliability is high (Hair et al. frequency distribution analysis is a representation of graphical or tabular format such as pie charts based on the respondents’ demographic data. Histograms. From the frequency analysis. tables of frequency counts. B. 2006 & Malhotra. It includes measures of frequency.6 shows unsatisfactory internal consistency reliability while when the value is closer to 1.test for hypotheses. 2010). reliability test must be measured to get a consistent result. the researcher will measure the Kaiser Meyer Olkin (KMO) & Bartlett’s test. Jr. Component Matrix and Rotated Component Matrix.. Money. Factor Analysis also removes redundancy or duplication from a set of correlated variables. the communalities. as it attempts to represent a set of variables by a smaller number. 3. B. F. 2013).3 Inferential Analyses Normally. 42 . A. The technique involves data and variable reduction.90 Excellent Source: Hair. Babin.6. background music. total variance explained that consists of Initial Eigenvalues.70 Moderate 0. United Stated of America: John Wiley & Sons. Essential of business research methods.1 Exploratory Factor Analysis According to Hall (2013).3: The Rule of Thumb for Cronbach’s Alpha Coefficient Value Alpha Coefficient Range Strength of Association <0. All hypotheses will be tested through inferential analyses is Pearson Correlation (Elst. J.80 Good 0. factor analysis is a statistical data reduction and analysis technique that strives to explain the correlations among multiple variables and components as the result of one or more underlying explanations or factors.6. H.2. (2003). inferential analysis used to analyze the parametric scales (Interval..60 to <0. In this analysis.Table 3. & Samouel.60 Poor 0. customer’s experience as a mediating and the dependent variable is customer behavioral intention.70 to <0.80 to <0. P.90 Very Good 0. 3. color and visual merchandising. Ratio) and investigate the relationships between independent variables which are lighting.. the significance level is 0. 3.1 Pearson Correlation Analysis Correlation is a statistical analysis to measure the association strength between variables that have been identified (Malhotra & Peterson. how strong the relationship. and if yes.05 means 95% of confidence level..6. 2002).or +). The positive sign of r (+1). means there is positive correlation between X and Y. 2006). whether the relationship between the variables are exits or not. the model becomes more useful and it has better variance which is the dependent variables is explained by the independent variables. 2006). While 0 result means there is no relationship between X and Y (Taylor. then the hypothesis are accepted (Malhorta. In general. does the relationship is positively or negatively skewed and what is the proper method to describe the relationship through the multiple regression analysis (Hair et al.05. Coefficient of Determination (R2) is a vital tool in identifying the degree of linear correlation of variables in regression analysis. regression analysis is a statistical tool to examine the relationships between variable while multiple regression is a technique that allows additional factors to enter the analysis separately so that the effect of each variables can be estimated. When the significant p-value is less than 0. Thus. multiple regression is to identify the relationship between one variable on several other variables by analyzing coefficients for the equation in a straight line (Faraway.3. In Pearson Correlation test. 1990). it means that when R2 is high. it shows negative relationship between X and Y.4 Multiple Regression Analysis According to Berger (2004). 2010). When r is negative (-1). There must be two results from correlation coefficient (r) which is magnitude of the linear relationship (-1 to 1) and the direction of the relationship (.3. the impact 43 .6. There are four questions can be develop in this part. The higher the value of R 2. 05. On the other hand. Then. it still has the same concept as the first model. 2011). Then f is the slope of regression line. in this study. constant and the value is equal to Y when X5 is equal to 0. ANOVA is one of the statistical analysis of the variation present in an experiment. While a is fixed. X4= 0. If the significant value is less than or equal to 0. X3. While h is a random term associated with each of the observation. equation is used to find out the relationship exist between a set of variables. Y2 is the value of customer behavioral intention which is the dependent variable for the second model. it means that there is a statistically significant difference between the two or more variables (Taylor. there are equation can be used in this research to determine the statistical significance of each variable. While h is a random term associated with each of the observation. X3 is the value for color and the last one is X4 which is the value for visual merchandising. Like the analysis. ANOVA can be available at both parametric and non parametric data. X2. First Model Equation: Y1= a + bX1 + cX2 + dX3 + eX4 + h Second Model Equation: Y2 = a + fX5 + h Based on the above linear equation. Y1 is the value of customer experience which is the dependent variable. d. 2003). Generally. constant and equals the value of Y when X1. The values take between 0-1 (Brown. ANOVA can be referred as a hypothesistesting technique to test if statically significant differences between means of two or more groups. customer experience and the purchase decision. b. Through multiple regression analysis. and e are the slope of regression line. X2 is the value for background music. X1 is the value for lighting. there are two model of equation based on variables selected. 44 . X5 is the value for customer experience. In the first model equation. for second model equation. the researcher want to know whether there are significant between the identified variables which are the atmospheric attributes. For example. c.of store atmospheric attributes on customer experience and purchase decision also high. According to Faraway (2002). while a is fixed. from the result of doing the analysis. In SPSS. the store atmospheric attributes. central tendencies measurement of construct which is the descriptive statistics.CHAPTER 4: DATA ANALYSIS & FINDINGS 4.1 Preamble In this chapter. The researcher will analyze the entire element in the questionnaire such as demographic profile. after a complete 156 questionnaires have been collected. Then. Since it is not about household product.0 software. Those responses will be organized and explained by using the SPSS 20.2 Demographic Profile Figure 4. present the results and having further explanation of the feedback from the respondent. 4. reliability test. exploratory factor analysis (EFA).1: The percentage of the respondent based on gender Gender 36% Male Female 64% Based on the figure above. the researcher will know the hypothesis results. majority of the decision 45 . the researcher will do the data analysis. and also the multiple regression analysis. the data will go through several analyses such as the frequency distribution analysis. inferential analyses which is Pearson Correlation Analysis. the customer experience and also the customer behavioral intention. majority of the survey’s respondent are male with 64% while the remaining with 36% is female. 3.8% of the respondent from at age 61 – 65 years old and the last one is 2.50 years old with 29.40 years old with 26. at this age most of the respondent already have their own career and also have a stable financial planning rather than peoples with age less than 30 years old. then 7.1%.2.6% which is the respondent that age more than 66 years old.30 years old with 14. Details of the result are shown in Appendix. male are more interested with this technical product like automotive.2: The information about the age of the respondent 50 45 40 35 30 25 20 Age 15 10 5 0 Less than 25 26-30 31-40 41-50 51-60 The respondent age 61-65 More than 66 Based on figure 4.making are made by male. 46 .4% come from respondent with the age range from 51 . usually they already have the assets and did not want to burden with loan anymore. Moreover. while 15. majority of the respondents come from age 41 . the second highest is age 31 .9%. then 26 .7% is the respondent age less than 25 years old. gadget. For people’s age more than 66 years old. electrical appliances and so on. It is because. Majority of the respondents are age from 30 – 50 years old. Figure 4. Details of the result are shown in Appendix. compared to female.5%. Besides that.60 years old. they have children to take them anywhere they want to go. the potential to get more Non Malaysian respondent are high compared to Auto Bavaria Glenmarie. It is not surprises since the surveys are conducted at Auto Bavaria. If the survey is conducted at Auto Bavaria Kuala Lumpur. American. Figure 4.3 shows that majority with 96% of the respondents is Malaysian and only 4% are Non Malaysian respondents.Figure 4.4: The percentage of the respondents’ race The respondent race 5% 10% Malay Chinese 23% Indian 62% 47 Others . Malaysia and Glenmarie are not like Kuala Lumpur which is the place that foreigner prefer more to stayed and worked. The Non Malaysian respondents are Australian. and Singaporean.3: The percentage of the respondents’ nationality The Respondent Nationality 4% Malaysian Non Malaysian 96% Figure 4. Finnish. Eurasian.5. While 23. Glenmarie is under Shah Alam district. specific skills.1 % are others respondent that consists of different races like Sabahan. Figure 4. 48 . 10.6% of them. Caucasian. Details of the result are shown in Appendix.5% as the majority and it goes to Malay. Sarawakian.6% among all the respondents.5: The percentage of the respondent highest academic qualification The respondent highest academic qualification 3% 4% 15% 17% PHD Master Bachelor Diploma 19% SPM 42% Others Based on figure 4. Sikh. Others in the list consist of peoples that take professional certificate such as ACCA. and Irish.5% and PHD holder only 2.According to the above figure. management professional cert and so on.1% of the respondents are Chinese. it shows 61. Majority of the Malaysian stop studying until they receive their first degree and after that they continue their life in working phase.3% of the respondents are Indian while 5. followed by Chinese and Indian. IT. most of the Shah Alam residents are Malay.3%. then 16.4%. Details of the result are shown in Appendix. others with 4. as expected majority of the respondent hold a degree with 42. next is SPM holder with 15. followed by diploma holder with 18.7% of the respondents hold for Masters. For private sectors employees.7%. Some of the private companies reward their employees based on their performance.1% Semi Government/ Statutory Body Self employed/ Businessman Private Sector 7. Others category comes from various type of respondent such as housewives. Details of the result are shown in Appendix.6: The percentage of the respondents’ employment status The respondent employment status The respondent employment status 48.1% are pensioner and followed by semi government or statutory body respondent with 5. usually their bonus and allowance are high compared to those who work at government sectors.1% 30. freelance.1% comes from the private sectors. 49 . it can be concluded that majority of the respondents with 48. traveler.1% 1. Third fall to others with 7.1% 7.1% and the last rank are those from government with only 1. students.9%. unemployed. while 7.9% Government 5.6. Many of the respondents are working at the private sector since it gives more rewards and incentives. Second highest is 30. broker and so on.70% Pensioner Others According to figure 4.Figure 4.1% goes to those who are self employed and also the businessman. 7 26-30 years old 22 14.6 Malaysian 150 96.1 PHD 4 2.3 Others 8 5.1 Female 56 35.1 Summary of Demographic Profile Demographic Profile Frequency Percent Gender Male 100 64.3 Diploma 29 18.2 Non-Malaysian 6 3.7 Bachelor 66 42.6 Age Nationality Race Highest Academic Qualification 50 .6 Masters 26 16.8 More than 66 years old 4 2.Table 4.5 51-60 years old 24 15.5 Chinese 36 23.9 Less than 25 years old 12 7.9 41-50 years old 46 29.1 31-40 years old 42 26.1 Indian 16 10.4 61-65 years old 6 3.8 Malay 96 61. 1% which is the lowest percentages of respondents based on race.6% while PhD holder only 2.SPM 24 15. Last but not least.4 Others 7 4.1 Others 12 7. Besides that.5% followed by Chinese respondents which are 23.6% of them become the research respondent. majority of the respondents are Malay which consists of 61. majority of the respondents come from various private sectors with 48.8% of them are Non Malaysian. 96. By looking at their races. many respondents fall into the age group between 41-50 years old with 29.5%. Then. 10. Small portion of respondents fall into the age group above 66 years old with only 2.3% of the respondents are Indian and the other races consist of 5.1% while the lowest percentages come from the government sectors which are only 1.7 Employment Status Based on the above summary of respondents’ demographic profile.5 Government 3 1.1% compared to the male respondents which only consist of 35. for the status of employment.9%.1 Pensioner 11 7.1 Private Sectors 75 48.6%. 51 .2% of the respondents are Malaysian and only 3. Besides that.9%.9 Semi Government/ Statutory Body 8 5.3%) for their highest academic qualification.1 Self Employment/ Businessman 47 30. second highest academic qualification fall to Diploma holder with 18. majority of respondents are male with significant percentage of 64.1%. most of the respondents hold Bachelors (42. The second rank goes to MINI Cooper Car with 14. BMW Car achieved the highest product purchase with majority 63. It is due to the safety and also the satisfaction. followed by Motorrod (Motorcycles. For Motorrad.5%.3 General Information Figure 4. BMW cars are the main product that the customers always want to purchase. however 5.6% respectively.7: The percentage of the respondents’ first product purchase First product purchase First product purchase 63. peoples usually want to buy new car rather than used car as offered by BPS (BMW Premium Selection).5% BMW Car MINI Cooper Motorrad BPS 0.1% 11.5%.4. From the Auto Bavaria’s sales report. Superbike.5% are from BPS products which is BMW and MINI Cooper used car. Last products are Parts & Accessories and Gifts & Souvenirs got the same result with 0.1% of the respondents are not done any purchase or intended to buy.6% 0. Usually a family will buy sedan cars which is more comfortable and can pack it with lot of things rather that small cars like MINI Cooper. 52 .1%. Even the price are further low than new car. usually they have special buyer like those peoples that have deep interest and hobby to motorspot.5% 4.1% Others Based on the bar graph in figure 4. 4. Details of the result are shown in Appendix.6% Parts & Accessories Gifts & Souvenirs 5. Scooter) with 11.7 above.5% 14. 8% among 156 respondents. Based on the figure 4.8: The percentage for the respondents second product purchase Second Product Purchase Second Product Purchase 68.7% of the respondents bought the gifts and souvenirs.5% of the respondents bought parts and accessories as their second purchase after they buy the car. 11.2% 5. MINI Cooper and BPS shows the same rate which are 3.8% 3. the rank followed by Motorrad with 5. After that. It means that.5% 3.Figure 4. majority of the respondent do not have any second product purchase and achieve 68. since then they did not buy any other products beside BMW car at Auto Bavaria. after the respondents buy the BMW car. BMW car are excluded since it was the main product at Auto Bavaria and the researcher already calculate for it at the firstplace.6%. For example.6% 11. while 7.7% Gifts & Souvenirs None For this survey. 53 .2% respectively and also the lowest percentage among the other products. the respondents perhaps have bought two types of product at Auto Bavaria which is the car and motorcycle.2% MINI Cooper Motorrad BPS Parts & Accessories 7.8. Details of the result are shown in Appendix. Figure 4.10: The percentages of the medium that customer knows about Auto Bavaria How the respondent know about Auto Bavaria (1) 4% 4% 34% 31% Advertising Peoples Internet Self Awareness 7% 20% Events Others 54 .Figure 4. being different and unique and so on.9: The percentage of the customers’ rating whether Auto Bavaria needs atmosphere changes or not? Auto Bavaria Changes Yes 49% 51% No Based on the above pie chart. attract the customer’s attention. While 49% of the respondents said that there is no need to do any changes at Auto Bavaria since they are already satisfied and comfortable with store atmosphere. 51% of the respondents said that Auto Bavaria really needs changes in order to create an appeal store atmosphere. Details of the result are shown in Appendix. 19.9% of the respondents know Auto Bavaria from other peoples such as their own families and also friends. Besides that.5% of the respondents do not have their second medium how they know Auto Bavaria. It is proved that the effectiveness of word of mouth influences are never fails.4%. it shows the second analysis that how the respondents know Auto Bavaria. the rank followed by events with 15. Moreover.11: The percentage of the medium that respondent knows about Auto Bavaria How the respondent know about Auto Bavaria (2) 37% 19% 10% 9% 10% Peoples Internet Self Awareness Events 15% Others None Based on the above pie chart. Then.8% respectively. 34% of the respondents which is the majority know Auto Bavaria from the advertising like newspaper.10. 36. Details of the result are shown in Appendix. Most of the respondent that rates this is the customer that self awareness knows about Auto Bavaria. most all of the Auto Bavaria branches are located at strategic locations and it includes with the Auto Bavaria Glenmarie. Auto 55 . Figure 4. magazines and billboard.Based on the figure 4. While 30. Next.2%. internet likes the Auto Bavaria owns websites and BMW (Malaysia) websites are the next medium that respondents know about Auto Bavaria with 7. events and others medium have the same rate by the respondents which is 3. Second ranks falls to respondent that know Auto Bavaria from the other peoples such as family and friends with 19.7%.8% of the respondents know Auto Bavaria by themselves since Auto Bavaria already be in the market for more than 20 years old. 6% of the respondents know Auto Bavaria from others medium like catalogs. for factor analysis to work the researcher need some relationships between variables and a significant test tells that the R matrix is not an identity matrix. Any values that closed to 0 means that the sum of partial correlations is large relative to the sum of correlations. television news and so on. it is Kaiser. indicating diffusion in the pattern of correlations. acceptable and also the researcher should be confident that factor analysis is appropriate for these data. While 9% of the respondents self awareness know about Auto Bavaria.4 Exploratory Factor Analysis Table 4.887 Approx. Then. 2005) Since the KMO value in this study is 0. Since there are two analyses regarding to the medium of knowing Auto Bavaria. The KMO statistic measurement is between 0 and 1. 56 . articles. However.3% respondents know Auto Bavaria from Internet.Bavaria often involve in exclusive events like LPGA.000 Based on the table 4. so self awareness become the lowest percentage among others because it already pick as first medium by the respondents. values that near to 1 means that patterns of correlations are relatively compact and so factor analysis should yield distinct and reliable factors (Field. 4.Meyer.000 and it means that the factor analysis is appropriate. thus.2 above. the researcher must have a significant value for this study. 9.887. Chi-Square Bartlett's Test of Sphericity 3492. On the other hand.Olkin measure of sampling adequacy and Bartlett’s test of sphericity. . . Monsoon Cup. 10. Sultan Cup and others.2 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett’s measure tests are highly significant since p is 0. it shows a good value. the value of factor analysis that closed to 0 is inappropriate.195 df 435 Sig. 782 2.291 15 .008 8 .420 22 .287 .282 2 2.753 17 .343 13 .103 .254 55.184 90.947 1.918 3.820 6.418 49.958 93.067 67.409 1.921 3.363 99.048 26 .514 1.987 48.785 39.895 55.000 Extraction Method: Principal Component Analysis.330 61.027 71.143 91.927 14 .226 .873 12.628 12.598 1.993 81.174 71.136 23 .268 3.615 9 .553 1.176 7.665 21 .555 27 .406 1.821 94.896 12.896 18 .716 96.302 100.091 .523 3.410 11.698 30 .345 99.899 5 Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Total % of Cumulative Variance (%) 39.109 .795 10 .435 98.208 4.246 .568 16 .985 2.909 25.712 85.990 92.676 96.442 25 .352 11.607 77.176 7.027 71.282 11.820 6.844 20 .297 .812 24 .523 2.853 3.268 3 2.987 6.208 4.696 8.630 97.785 Total % of Cumulative Variance (%) 39.363 88. Table 4.755 95.383 1.343 1.585 86.507 98.607 98.282 39.475 1.353 29 .180 79.947 3.899 6.886 19 .282 3.789 11 .203 .131 .278 89.330 61.990 28 .985 12.092 37.947 7 .426 11.3 57 .654 2.987 48.189 .921 1.696 8.853 1.842 83.631 12 .355 1.773 6 1.254 4 1.152 .Total Variance Explained Component Initial Eigenvalues Total % of Cumulative Variance (%) 1 11.367 60.215 .182 .061 75.067 67. 987%. 5 and 6 explain 39.330%.754 C1 0.714 2 M4 0.794 M5 0.692 3 4 C3 0.067% and 4.827 L5 0.777 M2 0.In table 4. 7.742 VM5 0.027% of the variance respectively with a cumulative total of 71.801 C2 0. Before extraction. 4. SPSS has identified 30 linear components within the data set. Components 1.947% which is acceptable.852 L1 0.791 VM2 0. and the cumulative variance of the factor and the previous factors.832 M3 0. 8.707 L4 0.4: Rotated Component Matrix Items 1 VM3 0.699 C5 0. Table 4.254%. 3.282%. 2. 6.736 M1 0.800 VM1 0. 6.589 L2 0. All the remaining components are not significant since less than 1.736 C4 0. In the initial Eigenvalues there are first six components are meaningful as they have Eigenvalues > 1.49 L3 0.780 VM4 0.578 58 5 6 . the % of variance attributable to each factor.3 shows all the factors extractable from the analysis along with their eigenvalues. 701 CBI1 0.677 CE2 0. all components have higher factor loading and (>0.820 1.644 CBI2 0.208 Cumulative 39.899 1.5 and sorted the variable by size at SPSS (Zikmund. This rotation is to reduce the number factors on which variables under investigation have high loadings.785 2. factor loading that has value more than 0.820 CBI3 0.330 6.622 CE3 0. background music in the component 2. 59 .716 CE1 0.282 8.670 11.5). visual merchandising loaded on component 1.696 2. customer behavioral intention in component 5 and the last one is customer experience which is in component 6. 2003).4 above. lighting in the fourth component.781 CE4 0. According to the analysis.027 Eigenvalue % of explained variance Based on table 4. color in the component 3.254 6.067 4.CBI5 0. Therefore. it is a table of rotated component (factor) matrix which is a matrix of the factor loadings for each variable onto each factor.745 CE5 0.987 7.176 1. Rotation does not actually change anything but makes the interpretation of the analysis become easier by clicking suppression of loading less than 0. According to Hair et al (2006).5 were considered as acceptable and as we can see at the table above.836 CBI4 0. these factors can be used as variables and test the hypotheses for further analysis. 897 3.878 Customer Behavioral Intention 5 0. While in the second model. Table 4. This reliability test will includes all items in each variable. background music. it can be concluded that all items for each construct in this research are in the range of ‘good’ and ‘very good’ which shows high stability. Background Music 5 0. By referring to Table 4.5.864. Visual Merchandising 5 0. 60 . consistent results and also in the satisfactory level. Details of the result are shown in Appendix.887 for Cronbach’s Alpha value.917 for the Cronbach’s Alpha value.864 4.868.887 Construct Store Atmospheric Attributes Based on Table 4. while background music also with five items is 0.5 Reliability Test The following table shows the summary of reliability statistics for the first model includes four independent variables which are lighting.4. color with five items is 0. all Cronbach’s alpha values for each constructs are more than 0.878 and at last for the customer behavioral intention also have five items got 0. Lighting 5 0.600. the Cronbach’s alpha value for lighting with five items is 0.897.917 Customer Experience 5 0. color and the visual merchandising and one dependent variable which is customer experience.5: Summary of Reliability Analysis Number of Items Cronbach’s Alpha 1. Thus.2. then customer experience shows 0. visual merchandising also have five items have 0.868 2. customer’s experience becomes the independent variable while the customer behavioral intention as the dependent variable. Color 5 0. 055 3.370 0. 3.230 -0.6.6 The Central Tendencies Measurement of Construct 4. For the kurtosis. a higher standard deviation means that the data will be spread much more and not too accurate. All of the lighting statements are negative skewness which is less than 0. all of the statements are positive except for the second statement which is “The lighting used in the store allows me to examine the products clearly”. “The lighting level of brightness makes me comfortable being in the store” scores the highest mean which is 3.94. For the standard deviation.856 Table 4.4.94 0.694 -0.952 -0.809 -0.782. The lighting level of brightness makes me comfortable being in the store.070 3. 4. The lighting used in the store looks exclusive. A low standard deviation means the data is packed closer together which is more clustered.326 0. When the skewness is equal to zero means the distribution is symmetrical around the mean.6 demonstrates five statements for lighting.737 -0. It means for left skewed distribution.6: Summary of Central Tendency for Lighting No. 61 . Details of the result are shown in Appendix.87 Standard Deviation 0. The lighting used in the store allows me to examine the products clearly.576 0.56 0. Skewness Kurtosis 3. The type of lighting used is compatible with environment of the store.56.793 -0.140 3.1 Lighting Table 4. 5.376 3. Description Mean 1. while “The lighting used in the store looks exclusive” scores the lowest mean which is 3. 2. “The lighting used in the store looks exclusive” scores the highest standard deviation with 0. The combination of natural lighting in the store is convenient.751 1. accurate and useful.87 0.952. Positive kurtosis means the distributions for the statements is more peaked than a normal distribution. While “The lighting used in the store allows me to examine the products clearly” scores the lowest standard deviation with 0.91 0. 6. while “The background music played in the store can enhance my interest” scores the lowest mean 3. a higher standard deviation means that the data will be spread much more and not too accurate.987 -0. accurate and useful. I really enjoy the rhythm of the background music in the store.065.015 3. While “I really enjoy the rhythm of the background music in the store” scores the lowest standard deviation with 0. Positive kurtosis means the distributions for the statements is more peaked than a normal distribution.33 0.654 3. Skewness Kurtosis 3.741 0.66 1. The tempo of the background music makes me want to stay longer in the store.028 3. “The background music genre are pleasant to hear” and “For me. For the kurtosis.66 Standard Deviation 0.425 Table 4.4. The background music genres are pleasant to hear.583 -0. Descriptions Mean 1. A low standard deviation means the data is packed closer together which is more clustered.7 demonstrates five statements for music background.013 -0.065 -0.312 -0. Details of the result are shown in Appendix. 62 .23.947 -0. 3. All of the background music statements are negative skewness which is less than 0. the volume of the background music is appropriate” both have the same mean value and also scores the highest mean 3.986 -0. It means for left skewed distribution. there are three statements are positive while for the first and second statement which is “The background music genres are pleasant to hear” and “For me. the volume of the background music is appropriate. “The background music played in the store can enhance my interest” scores the highest standard deviation which is 1.53 0.66 respectively. 2. Negative kurtosis indicates a flat distribution.7: Summary of Central Tendency for Background Music No.2 Background Music Table 4. 5. 4. For the standard deviation. the volume of the background music is appropriate” is negative.936 0.575 3. For me. The background music played in the store can enhance my interest.947.23 1.385 -0. Skewness Kurtosis 3.815 -0.393 0.149 3. 2.025 3.58 0. the choices of the color combination create a good emotion” scores the lowest standard deviation with 0. the choices of the color combination create a good emotion” scores the highest mean which is 3. 4.976 -0.554 0. Details of the result are shown in Appendix.142 3.8 demonstrates five statements for store’s color. the choices of the color combination create a good emotion.57 Table 4. accurate and useful.976. 5.6. The color of the furniture and its fabric looks elegance.62 Standard Deviation 0.815. Negative kurtosis indicates a flat distribution.523 0.950 -0. Choices of the theme colors at the store successfully to create attention. “For me.59 0.911 -0.4. 63 . For me.31 0. All of the color statements are negative skewness which is less than 0.70 0. For the standard deviation.70. The colors apply in the store shows a trendy coordination.666 3. 3. For the kurtosis. a higher standard deviation means that the data will be spread much more and not too accurate. It means for left skewed distribution.3 Color Table 4. “The color used in the store able to create desires to purchase” scores the highest standard deviation which is 0. while “The color used in the store able to create desires to purchase” scores the lowest mean 3.31.930 -0. Positive kurtosis means the distributions for the statements is more peaked than a normal distribution.246 -0. While “For me.422 0. The color used in the store able to create desires to purchase. A low standard deviation means the data is packed closer together which is more clustered. Items Mean 1. there are four of the statements are shows positive values while the last statement which is “The color used in the store able to create desires to purchase” is in negative value.8: Summary of Central Tendency for Color No. 46 Standard Deviation 1.9: Summary of Central Tendency for Visual Merchandising No.288 0. The store decorations also create an evocative presentation. Positive kurtosis means the distributions for the statements is more peaked than a normal distribution.917. For the standard deviation.917 -0. For the kurtosis.53 0. Negative kurtosis indicates a flat distribution.63.4 Visual Merchandising Table 4.609 3.440 -0.086 3.112 Table 4.031. It means for left skewed distribution. The store visual merchandising success to create confidence in me. there are four of the statements are shows positive values while the second statement which is “The creative props used in the store give an inspiring idea to me” is in negative value. While “The store visual merchandising success to create confidence in me” scores the lowest standard deviation with 0. The creative props used in the store give an inspiring idea to me. All of the visual merchandising statements are negative skewness which is less than 0. A low standard deviation means the data is packed closer together which is more clustered. accurate and useful. Skewness Kurtosis 3.987 -0. For me.240 -0. the displays used in the store are very convincing.33 0.117 3.6. 3. I am satisfied with the merchandise presentation in the store.060 3.4.33. 64 . 4. Details of the result are shown in Appendix.031 -0. 2.57 0.512 -0. while “The creative props used in the store give an inspiring idea to me” scores the lowest mean 3.9 demonstrates five statements for store’s visual merchandising.63 0.939 -0. Descriptions Mean 1. “The store visual merchandising success to create confidence in me” scores the highest mean which is 3.984 -0. a higher standard deviation means that the data will be spread much more and not too accurate.557 -0. “I am satisfied with the merchandise presentation in the store” scores the highest standard deviation which is 1. 5. All of the customer experience statements are negative skewness which is less than 0 except for the first statement which is “The lighting in the store gives an impact to me” is show positive value. For the standard deviation.397 0.71. Skewness Kurtosis 3. 2.905 -0.143 Table 4.905. 4. Details of the result are shown in Appendix.876 -0.10 demonstrates five statements of customer experience.37 0. The colors in the store also bring a fascinating experience to me. accurate and useful.888 -0.5 Customer Experience Table 4. While “The lighting in the store gives an impact to me” scores the lowest standard deviation with 0. Positive skewness means it has right skewed distribution while for the negative skewness it means for left skewed distribution. 5.795.352 3. For the kurtosis.044 0. The atmospheric attributes success to create a positive image in this store. The lighting in the store gives an impact to me.622 3. The background music creates an enormous experience to me.71 0. while “The lighting in the store gives an impact to me” scores the lowest mean 3.36.47 0.10: Summary of Central Tendency for Customer Experience No.865 -0.795 0.428 0. A low standard deviation means the data is packed closer together which is more clustered. Items Mean 1. “The presentation of the visual merchandising successful in creating an impressive experience” scores the highest standard deviation which is 0. The presentation of the visual merchandising successful in creating an impressive experience.372 0.36 Standard Deviation 0.4. a higher standard deviation means that the data will be spread much more and not too accurate.271 3.52 0. “The atmospheric attributes success to create a positive image in this store” scores the highest mean which is 3. all of the statements are shows positive values. Positive kurtosis means the distributions for the statements is more peaked than a normal distribution.233 3. 65 . 3.6.485 0. 891.202 3.47 0.100 3.388 0.598 3. Items Mean 1. accurate and useful. 3.876 -0. For the kurtosis. while “The atmospheric attributes in the store help me to make a decision” scores the lowest mean 3.298 0. 5.11: Summary of Central Tendency for Customer Behavioral Intention No. For the standard deviation. “I would like to recommend other peoples to come and buy product or service from this store” scores the highest mean which is 3.808 -0.6. only two of the statements are shows negative values which are “I would like to recommend other peoples to come and buy product or service from this store” and “I would like to purchase again in the future” while the others statements is in positive value.72 0.424 -0.51 0. All of the customer behavioral intention statements are negative skewness which is less than 0. Skewness Kurtosis 3. A low standard deviation means the data is packed closer together which is more clustered.32.359 3.32 Standard Deviation 0. While “I would like to recommend other peoples to come and buy product or service from this store” scores the lowest standard deviation with 0. there are two statements which are “The atmospheric factors in this store are successful in putting trust in me” and “I would like to purchase again in the future” scores the highest standard deviation which both of the statements got 0.891 -0. I would like to recommend other peoples to come and buy product or service from this store.6 Customer Behavioral Intention Table 4. Positive kurtosis 66 . I would like to purchase again in the future.808. The atmospheric factors in this store are successful in putting trust in me. Negative kurtosis indicates a flat distribution. The store atmosphere makes me comfort to stay longer in the store.219 Table 4. The atmospheric attributes in the store help me to make a decision. 2.255 -0.75 0. It means for left skewed distribution.11 demonstrates five statements for the customer behavioral intention.891 -0. 4.4. a higher standard deviation means that the data will be spread much more and not too accurate.649 0.858 -0.75. 000 .01 level (2-tailed).5 shows weak relationship and below 0.000 . (2-tailed) N Pearson Correlation Music Experience .000 N 156 156 156 156 Pearson Correlation Experience .000 156 156 156 156 1 .7 Correlation Matrix First Model Table 4.464** Merchandising .5 – 0.000 .7 – 1.464** Sig.7 shows a moderate relationship.000 Pearson Correlation Merchandising 156 Colour . The researcher used the Pearson Correlation Matrix to indicate whether there are positive or negative relationships between those variables.510** .557** 1 .000 156 **. 0.000 .372** .000 . (2-tailed) . Correlation is significant at the 0. When the correlation values are close to -1 or +1. Details of the result are shown in Appendix.000 .000 N 156 156 156 156 156 .12: The Correlations between the Store Atmospheric Attributes and the Customers’ Experiences Correlations Lighting Pearson Correlation Lighting 1 Sig.596** 1 Sig. 67 .0 shows a strong relationship.596** Sig. 0.440** .means the distributions for the statements is more peaked than a normal distribution.510** Sig.000 156 156 156 1 . (2-tailed) .000 N 156 156 156 156 156 .372** .377** . 4.505** .557** . Positive value indicates positive relationship while negative value indicates negative relationship.391** .398** . (2-tailed) . (2-tailed) Pearson Correlation Colour Music . then the variables will more near to the perfect linear relationship.000 .377** .000 N 156 156 .000 .440** .000 . 0.000 .3 means there is little or no relationship between the variables.505** .398** .000 .3 – 0.391** .000 . From the result in table 4. (2-tailed) . Then. for the second model.505. it shows that there is a moderate positive association between the customer experience and customer behavioral intention. 68 . it can be said that if the customer experience level increase.506. Correlation is significant at the 0. then the customer behavioral intention also will increase with 50. The weakest level of positive association is between store lighting and customer experience with r = 0.6%.13: Correlation between Customers’ Experiences and their Behavioral Intention Correlations Experience Pearson Correlation Experience 1 Sig.000 N 156 156 **.13. Second Model Table 4.12.According to Table 4.596.000 N Pearson Correlation Behavioral Behavioral 156 156 .01 level (2-tailed). So.506** . it is followed by the positive correlation between background music and customer purchase decision with r = 0.506** 1 Sig.391. customer experience which is r = 0. The significant value is r = 0. visual merchandising has the strongest positive association with the dependent variable. (2-tailed) . 000 156 156 .425. The significant value is r = 0.14. So. it shows that there is a moderate positive association between the customer experience and customer behavioral intention (The store atmosphere help the customer in make decision). then the customer can make decision with the help of store atmosphere also will increase with 42. (2-tailed) .538** 156 . Table 4.000 N 156 156 **. the researcher do a further description and analysis for second model at each of the element been test. From the result in table 4.14: The Correlation between the Customers’ Experiences and the Behavioral Intention (The store atmosphere helps me to make a decision) Correlations Experience The atmosphere help in make decision Pearson Correlation Experience . Correlation is significant at the 0. 69 .538** 1 Sig. Correlation is significant at the 0. it can be said that if the customer experience level increase.15: The Correlation between the Customers’ Experiences and the behavioral intention (The store atmosphere makes me comfort to stay longer in the store) Correlations Experience The atmosphere comfort to stay long Pearson Correlation Experience Sig.000 N 156 **.5%. (2-tailed) .01 level (2-tailed).Table 4. (2-tailed) N Pearson Correlation The atmosphere comfort to stay long 1 .425** 1 Sig.000 N Pearson Correlation The atmosphere help in make decision 156 156 .425** 1 Sig. (2-tailed) .01 level (2-tailed). From the result in table 4.15, it shows that there is a moderate positive association between the customer experience and customer behavioral intention (The store atmosphere makes customer comfort to stay longer in the store). The significant value is r = 0.538. So, it can be said that if the customer experience level increase, then the customer behavioral intention (The store atmosphere makes customer comfort to stay longer in the store) also will increase with 53.8%. Table 4.16: The Correlation between the Customers’ Experiences and the Behavioral Intention (The atmospheric factors in this store are successful in putting trust in me) Correlations Experience The atmosphere success put trust Pearson Correlation Experience Sig. (2-tailed) N Pearson Correlation The atmosphere success put trust 1 .504** .000 156 156 .504** 1 Sig. (2-tailed) .000 N 156 156 **. Correlation is significant at the 0.01 level (2-tailed). From the result in table 4.16, it shows that there is a moderate positive association between the customer experience and customer behavioral intention (The store atmosphere successful in putting trust to the customers). The significant value is r = 0.504. So, it can be said that if the customer experience level increase, then the customer behavioral intention (The store atmosphere successful in putting trust to the customers) also will increase with 50.4%. 70 Table 4.17: The Correlation between the Customers’ Experiences and the Behavioral Intention (I would like to recommend other peoples to come and buy product/services from this store) Correlations Experience Recommend to other peoples to come and buy Pearson Correlation Experience Sig. (2-tailed) N Pearson Correlation Recommend to other peoples to come and buy .376** 1 .000 156 156 .376** 1 Sig. (2-tailed) .000 N 156 156 **. Correlation is significant at the 0.01 level (2-tailed). From the result in table 4.17, it shows that there is a weak positive association between the customer experience and customer behavioral intention (The customers will recommend other peoples to come and buy products at auto Bavaria). The significant value is r = 0.376. So, it can be said that if the customer experience level increase, then the customer behavioral intention (The customers will recommend other peoples to come and buy products at auto Bavaria) also will increase with 37.6%. Table 4.18: The Correlation between the Customers’ Experiences and the Behavioral Intention (I would like to purchase again in the future) Correlations Experience Purchase again in the future Pearson Correlation Experience Sig. (2-tailed) N Pearson Correlation Purchase again in the future 1 .001 156 156 .253** 1 Sig. (2-tailed) .001 N 156 **. Correlation is significant at the 0.01 level (2-tailed). 71 .253** 156 From the result in table 4.18, it shows that there is only small value of positive association between the customer experience and customer behavioral intention (The customers will purchase again at Auto Bavaria in the future). The significant value is r = 0.253. So, it can be said that if the customer experience level increase, then the customer behavioral intention (The customers will purchase again at Auto Bavaria in the future) also will increase only with 25.3%. 4.8 Multiple Regression Analysis First Model: The relationship between the four factors of store atmosphere and the experience perceived by the customers Table 4.19: Multiple Regression Analysis; Model Summary (First Model) Model 1 R R Square .673a Adjusted R Std. Error of the Square Estimate .452 .438 2.66350 a. Predictors: (Constant), Merchandising, Lighting, Music, Colour In the model summary above, it shows the list of the predictors which all are independent variables for store atmospheric attributes. The R square shows 0.452 in value and it means that 45.2% of the variance in the customer experience was been significantly explained by the four independent variables (lighting, music background, color and visual merchandising). The remaining percent were explained by other factors. Table 4.20: ANOVA (First Model) Model Sum of Squares Regression 1 df Mean Square 884.850 4 221.212 Residual 1071.227 151 7.094 Total 1956.077 155 a. Dependent Variable: Experience b. Predictors: (Constant), Merchandising, Lighting, Music, Colour 72 F 31.182 Sig. .000b the researcher find that the p value is 0. therefore it proved that there is significant relationship between the selected store atmosphere attributes which is the independent variables and also with the customer experience which is the dependent variable.079 .Based on table 4.380 . the H2: There is a significant relationship between background music and customer experiences in Auto Bavaria. Glenmarie is rejected The relationship between background music and customer experience was significant at 0. Glenmarie is accepted 73 .451 6.05 significant levels.05. Standardized coefficient beta for background music was 0.422 Lighting .093 . It shows that lighting is not significant relationship with customer experience.000.002 .203 . It shows that there were two independent variables that have below 0. Error 4.077 Music .062 .000 < 0.000 .21 shows the findings of which among the four independent variables most influenced to the customer experience. Dependent Variable: Experience Table 4. Standardized coefficient beta for lighting was 0.929 .063 .223 .085. the H2: There is significant relationship between lighting and customer experiences in Auto Bavaria.076 . Therefore.006 .247 Colour Merchandising Beta 3.231 and it is more than alpha value.292 3.084 . Table 4.085 1. The relationship between lighting and customer experience was not significant since the p value is 0.006 .05. Coefficients B (Constant) 1 Std.583 1.000 a.20.937 . (95% confidence level).231 . It shows that background music have significant relationship with customer experience. 0.292.21: Coefficients (First Model) Model Unstandardized Coefficients Standardized t Sig. Therefore. the H2: There is significant relationship between color and customer experiences in Auto Bavaria. It shows that visual merchandising have significant relationship with customer experience. the H4: There is a significant relationship between store visual merchandising and customer experiences in Auto Bavaria. In the model summary above.6% of the variance in the customer behavioral intention was been significantly explained by customer experience. Glenmarie is rejected The relationship between visual merchandising and customer experience was significant at 0.006.4% were explained by other factors.05.The relationship between color and customer experience was not significant since the p value. Therefore. Glenmarie is accepted Second Model: The relationship between the customers’ experiences and their behavioral intention Table 4. Error of the Square Estimate .000.22: Model Summary (Second Model) Model 1 R R Square . Standardized coefficient beta for music background was 0. it shows the predictor.251 3. 74 .451. The R square shows 0. It shows that color is not significant relationship with customer experience.937 which is more than alpha value 0. Customer experience as the independent variable.506a .10633 a. the remaining percent which is 74. Experience The regression analysis also conducted to test the second model which is the relationship between the customer experience and customer behavioral intention.256 in value and it means that 25.256 Adjusted R Std. 0. Thus. Therefore. Predictors: (Constant). Standardized coefficient beta for lighting was 0. 649 Total 1996.916 .598 1 510.880 1.000b a.590 155 F Sig. Dependent Variable: Intention The relationship between customer experience and customer behavioral intention was significant at 0.274 .991 154 9.506 a.506.112 .000.05. Experience Based on table 4.511 .000 7.249 Experience . Dependent Variable: Intention b.000 1 .000 < 0. Glenmarie is accepted.070 Beta 7. 52. It shows that customer experience have significant relationship with customer behavioral intention. Therefore.598 Residual 1485. 75 .23 ANOVAa Model Sum of Squares Regression 1 df Mean Square 510. Table 4. therefore it proved that there is significant relationship between the customer experience which is the independent variables and also with the customer behavioral intention which is the dependent variable.24 Coefficientsa Model Unstandardized Coefficients Standardized t Sig. the researcher has find that the p value is 0.Table 4.23. Error (Constant) 8. Standardized coefficient beta for music background was 0. Predictors: (Constant). Coefficients B Std. the H5: There is a significant relationship between the customers’ experience and behavioral intention at Auto Bavaria. 25: Summary of hypotheses result for store atmospheric attributes and customer experience (First Model) No of hypothesis 1.2% of the variation in the dependent variable customer experience can be explained by four independent variables (lighting.9 Multiple Regression Equation First Model R2 for the first model is 0. Hypothesis Result There is a significant relationship between the customers’ experience and behavioral intention at Auto Bavaria. There is a significant relationship between colors and customer experiences in Auto Bavaria.26: Summary of hypothesis result for customer experience and the customer behavioral intention (Second Model) No of hypothesis 5.Table 4. There is a significant relationship between store visual merchandising and customer experiences in Auto Bavaria. Glenmarie. Glenmarie Accepted Table 4. There is a significant relationship between background music and customer experiences in Auto Bavaria. Accepted 4. and customer experience in Auto Bavaria.452 which means that 45. Glenmarie. Glenmarie Rejected 2. Accepted 3. Glenmarie Rejected 4. 76 . Hypotheses Result There is a significant relationship between store lighting. An equation is formed for this study: CBI = 8.6% of the variation in the dependent variable which is the customer behavioral intention can be explained by an independent variable which is the customer experience.20.006C + 0.background music. F value for this model is 31. An equation is formed for this study: CE = 4. According to the linear equation of this study.256 which means that 25.247BM + 0. customer experiences have significant positive relationship with customer purchase decision. According to the linear equation of this study.182 together with 0.583 + 0.000 significance level as stated at the table 4.880 + 0. F value in this second model is 52.380M Second Model R2 for the first model is 0.511CE 77 . color and visual merchandising).916 and 0. color and visual merchandising have significant positive relationship with customer experience. background music. lighting.093L + 0.000 of significance level. While positive value means that when the lighting at Auto Bavaria give more satisfaction to the customers which is the value of the variable increase. the customer experience. lighting achieves 0. For Pearson Correlation analysis.1 Lighting First objective that will be discussed is “to determine the relationship between the lighting used in Auto Bavaria and the customer experiences throughout their visit in this store”. researcher will clarify on the implication of the study regarding to the all (4) four atmosphere attributes and draw conclusion.1 Discussion This chapter highlights discussion of research findings based on the identified research questions. 78 . and also the research objectives. 5. with five numbers of items.0 Preamble In this chapter the researcher will discuss the summary of the identified issues and major findings based on the hypotheses. the researcher also provides several recommendations for Auto Bavaria’s perusal and also the direction of the future research. It was above the satisfactory level.868 for the Cronbach’s Alpha value. lighting significant value is 0.CHAPTER 5: RECOMMENDATIONS AND CONCLUSIONS 5. the correlation is 0. 5. Besides that. it also will increase 39.1% the perceived experience from the customers. hypotheses. and from the discussion.05 and the researcher need to accept the null hypothesis which is the lighting as independent variables is not a significant predictor of the dependent variable.231 that is above p > 0. While based on the multiple regression models. Based on the reliability test.391 which is positive and it means that it has weak level of association between lighting and the customer experience.1. colours also have five numbers of items and the value of Cronbach’s Alpha for this attributes is 0. the correlation is 0.2 Background Music Second objectives need to be discuss is “to highlight the significant impact of background music choice towards the customer experiences in Auto Bavaria” Based on the reliability test. same with the lighting. which is the customer experience. 5. Based on the reliability test.864.897. background music also have five numbers of items.505 which is in moderate strong association with the dependent variables.05 and the researcher can reject the null hypothesis because the background music as independent variables is a significant predictor for the dependent variable. based on Pearson Correlation analysis.00 that was below p < 0.937 that which is above p > 0. For Pearson Correlation analysis.1. It also was above the satisfactory level.440 which is positive in value and it means that when the store’s colour at Auto Bavaria give satisfaction to the customers which is the value of the variable increase. Besides that it is also has moderate strong association between colour and the customer experience. which is the customer experience. While based on the multiple regression analysis. it also will increase 44% the perceived experience to the customers.5. It is also having positive value and it means that when the background music at Auto Bavaria gives more satisfaction to the customer which is the value of the variables increase. it also will increase 50. the reading shows 0. While based on the multiple regression analysis. the reliability test achieves for the background music is 0.5% the perceived experience to the customers. It was above the satisfactory level. customer experience. 79 . the significant value for colour is 0.3 Colour While the third objective that need to be explained is “to prove the significant relationship of colour adaptation used in Auto Bavaria and the experiences perceived by the customer”. On the other hand.1.05 and the researcher need to accept the null hypothesis which is the colour as independent variables is not a significant predictor for the dependent variable. the significant value for background music is 0. 917. While based on the multiple regression analysis. While based on the multiple regression analysis.6% the perceived experience to the customers. the reliability test achieves for the customer experience is 0. For Pearson Correlation analysis. 80 .878 while the value of Cronbach’s Alpha for customer behavioral intention is 0. the correlation is 0. the correlation is 0. Visual merchandising becomes the most stable and consistent item among the other item since the Cronbach’s Alpha value is 0. the significant value for customer experience is 0. For Pearson Correlation analysis.05 and the researcher can reject the null hypothesis since the visual merchandising which is the independent variables is a significant predictor for the dependent variable. the objective of the study is to explore the relationship between the store visual merchandising and the experience acquired by the customer in Auto Bavaria. visual merchandising also has the strongest association among the other attributes to the customer experience. it also will increase 59.00 same as the music background significant value. customer experience and behavioral intention also have five numbers of items.4 Visual Merchandising Fourth.6% the value of the customer behavioral intention. visual merchandising also has five numbers of items to be tested.05 and the researcher can reject the null hypothesis because the customer experience as the independent variables is a significant predictor for the dependent variable.506 which is in positive value and it means that when the customer perceived more positive experience at Auto Bavaria which is the value of the variables increase. the customer experience. the significant value for visual merchandising is 0.887. same with the other store atmospheric attributes.5 Customers Experience & Behavioral Intention & The Best Atmospheric Factors For the fifth objective need to be analysed is to know the relationship between customers’ experience and their behavioral intention at Auto Bavaria. 5.00 that was below p < 0. Both were above the satisfactory level. it also will increase 50. Besides that. That was below p < 0.1. It is also at the above satisfactory level.596 which is in positive value and it means that when visual merchandising at Auto Bavaria success in giving satisfaction to the customers.5. Based on the reliability test.1. which is the customer behavioral intention. Based on the reliability test. visual merchandising was the strongest attributes that influence the customer experience which is 0. customer experience and also the customers behavioral intention at Auto Bavaria Glenmarie. there are varieties elements of store atmosphere that retailers must put attention in order to make an appeal store. visual merchandising has the most stable Cronbach’s Alpha value among the other attributes. visual merchandising also has best value which is 0. Based on the reliability test. Based on the first model. For the Pearson Correlation Analysis. While based on the multiple regression analysis at standardized coefficients (Beta).2 Conclusions As a conclusion.Besides that. the aim of this study is to investigate the relationship between store atmospheric attributes. There are three objectives in total that the researcher able to achieve in this study. By the way. To explain the insignificant values for lighting and color elements. Lastly the sixth objective is to identify which atmospheric factors that Auto Bavaria has performed the best based on the customers’ evaluation from the questionnaire. Chain Store Age also has conducted a survey among the customers and explore that the elements of cleanliness is to most influence factors to store environment. While the lighting and background music fall to the second and third tiers after the cleanliness factor (Chain Store Age. based on 81 . the researcher has found that there are positive relationships between all the four store atmospheric attributes and only two independent variables (background music and visual merchandising) that are significantly have the relationship with customer experience at Auto Bavaria. 2005).451. it is also has strong association between customer experience and the customer behavioral intention. according to Chain Store Age which is a magazine for retail executives.596 which is the nearest value to 1. 5. In addition. if the researcher calculate manually (based on the customers’ perspectives) the attributes that have the most level of agreement based on the customers’ evaluation at the questionnaire is lighting which is 70%. the researcher has concluded the respondent result based on the distributed questionnaire which is result from the respondents’ perspectives. However Auto Bavaria still needs some improvement in order to be competitive with the main competitors like Naza World. In the study state that genre. Ingress Auto. and so on.the previous research by Choong et al (2011). Audi.05.1 % which is majority of the respondents are strongly agree/ agree that the type of lighting used is compatible with environment of the store. The following paragraph. the positive and significant value for background music is fully supported by Yalch & Spangenberg (2000). Auto Bavaria really needs to do innovation and improvements in order to create an appeal store atmosphere and after that. 2011).1 Lighting Based on the result. Auto Bavaria also can be the competitive advantage among the other auto dealership (Han et al. While 75% of the 82 . This shows that the result get by the researcher supported the previous study and research. as overall Auto Bavaria’s current atmosphere still acceptable and the customer can purchase their product or wait for their car’s service comfortably. rhythm and the background music volume was played in the retail store to manipulate and attract the customers in the store. 2007). General Auto. A lot of business scholars said that every company and organization need to follow the trend and make paradigm movement from time to time or if possible making a small changes is better than never (Hill & Kerremans. based on the research results that have been conducted. Besides that. their research also shows a not significant in the p value because more than 0. 2011). Visual merchandising is important elements that a retailer needs to be applied since it can bring impact on customer’s mind and perception (Pillai et al. 73.2. for the second model there is also a positive and significant relationship between customer experience and the customer behavioral intention. other than create exciting experience to the customers. The store’s visual merchandising becomes the main attributes that lead to the customer experience. 5. From the analysis on store atmospheric attributes. So. Based on the result. with the help of a bright lighting. Auto Bavaria provide a lot of magazines. It is because majority of the customer are age 30 to 50 are no longer have the interest to hear music like techno. Auto Bavaria also needs to take a measure on this issue. books and news for the customer to fill their time. So. but the background music in the store did not success to build interest among the respondents. for the appropriateness of background music’s volume. However only 50.5% of the respondent said that the types of background music genre played in the store are pleasant to be heard. By the way.2. Only 43% of the respondents are agreed with the statement. 5.6% of the respondents agree that the lighting brightness level makes them comfortable being in the store.6% of the respondents agree that the types of lighting use in Auto Bavaria looks exclusive. It is because. Even the music genres played in the store are pleasant to be heard. It is because only some customer like customers who are waiting for their car’s back from the service are really affect with the background music. specification and features need a thorough observation and check.9% of the respondents are agreed with the music rhythms played in the store can create enjoyment. the remaining respondents are not agreed with the background music. Besides that. The tempo of the background music are not succeed to makes the customer want to stay longer in the stay. Background music only achieves 44.2 Background Music Next. a lot of respondents with 70.3% of the respondent agreed with the volume which is not too loud and not too slow.9% among the respondents that agree with the statement. So. While 58. a store that does not have background music sounds dull and creates a boring situation especially for the customer in waiting. 61. Auto Bavaria can take attention on this issue since Auto Bavaria is an automotive luxury store and all elements in the store also must have the exclusive and luxurious looks. Due to the long waiting time for the customer car’s service. 75.6% agree that the combination of natural lighting and the artificial lighting in Auto Bavaria is convenient. It is because Auto Bavaria only use the compact fluorescent lamps (CFLs) and some LEDs. The lighting pattern also looks common and it is known as recessed downlights. However. modern which is 83 . Since it was quite a big number.respondents agree that the lighting used in Auto Bavaria allow them to examine the products clearly since most of the product such as the car’s engine. 67. the customer can read and stay at the store comfortably. Some of the remaining respondents are even not aware with the color in the store. It is important to serve elegance things at Auto Bavaria since this is a luxury type of store and the customer already pay a high price with the expectation to be served like a king. Some of the customers ask to reduce the car display 84 .7% of the respondents agreed that color used in the store able to create desires to purchase among the customers. Auto Bavaria is play safe by having all white in color for the wall and earth color for the furniture. the gifts like t-shirt. they are not satisfied the merchandise presentation. It is because. However. additional engine accessories and so on. accessories like the travelling bag. blouse. For the remaining respondents. bottle. only 54. majority of the respondent with 55.1% of the respondents are agreed with the statement. parquet. toys and key chain. Classical music is preferable to them since it can bring calmness to the customers. hot and speed.3 Color There are 60. It is not because of the store’s color they buy something due of that factor and some of the respondents tell that before they came to Auto Bavaria.8%. But some of the respondent said that. For the customer. 5.5% of the respondent agreed that color of the furniture at Auto Bavaria looks elegance. jacket.2. Majority of them did not affect by the color and did not agree with the statement. parts like sports rims. they already have the thought to buy the car not because of the store atmosphere.more suitable for the young generation.5% of the respondents are satisfied with presentation of the merchandise in the store. thermos. 5.2. 64. It is not a good choice for the red color to be in Auto Bavaria since red is reflecting with fast. it is compatible since they have to wait for hours for their car. Auto Bavaria must put more color in the store to make it live and interesting.2% of the respondents that are agreed the choices of the theme colors at auto Bavaria successfully to create their attention. mugs. thoughts that the color apply in the store shows a trendy coordination. and decorations. only 41. The respondent are satisfied with display car and bikes arrangement. While for the color for the furniture and its fabric. Then.4 Visual Merchandising 54. For the statement about the choices of the color combination at Auto Bavaria can bring a good emotion or not. It was a bad news that the lighting only has 39. So. While 60. While 54. the display car present at the showroom more or less contributes a big help to them in making any decision. 50% of the customers are agreed with it and 50% of the customers are not agreed with it. makes them comfortable while being in the store but it does not even give impact to the customer.5% of the respondents. and so on. For the presentation of the visual merchandising whether it successful to create impressive experience or not. 5. Surprisingly. It is bad when Auto Bavaria fail to give a good experience to the customers. Besides that.5% for the background music can create an enormous experience to the customers. Thus. the response is 53. flowers.5 Customer Experience Customer experience is important since it can bring either positive or negative word of mouth to the other consumers.2. Some of the potential customers who come to Auto Bavaria still did not make any decision and they come to survey the potential car. 60. Same with the display statement. only 42. Majority of the respondents said that they are not affected with the props at Auto Bavaria and some of them said that the props are not enough and they ask for more props in order make Auto Bavaria as an appeal store.3% of the respondents are agreed that the visual merchandising success to create confidence.8% of the respondents said that the store atmosphere at auto Bavaria success to create a positive image for 85 .and did not put the same model of car at a showroom and do enhancement at the accessories part. The decorations can be includes the frame. Auto Bavaria can take revise back their marketing strategies especially in the choice of lighting. Same goes to the music background that only get 45. It is true that the lighting can assist the customers to check technical product.9% of the respondent agreed that the props used in the store can give an inspiring idea to them. the store decorations at Auto Bavaria present such an evocative presentation also agreed by 54. It is like their confidence to Auto Bavaria to be the main authorize dealer for BMW’s product by supporting of visual merchandising in the store.2% of the respondent are agreed with the statements.5% of the respondent agreed that the displays used in the store are very convincing. for a statement that color at Auto Bavaria can bring fascinating experience to the customer.1% of the respondents that agree the lighting can give impact to them. 9% of the respondents agreed that the store atmosphere makes them comfort while staying for a long period in the store.the store. However. Auto Bavaria should pay attention to highlight functional value of atmospheric factors and promote customer’s perceived experience by reasonable display and also information presentation (Chen & Hsieh. Some of them. especially for those who are really had a stable financial source agreed that the store atmosphere can help in make decision. Empirical studies show Auto Bavaria’s atmospheric attributes are positively correlated with the impact on customer experience and the other hand customer experience also have positive correlation with customer behavioral intention (Gillani.2% of the respondents who did not agreed with the statement. Trust among the customers is important to makes the customers to come again in the future and spreading a good word of mouth to the other peoples. Lastly 64. 5.8% of the customers agreed that the atmospheric factors at Auto Bavaria are successful in putting trust to the customers. While 55.3% of the respondents said that store atmosphere can help them to response positive behavioral intention.2.1% of the respondents will purchase again in the future at Auto Bavaria since they are satisfied with the Auto Bavaria’s credibility plus with the best store atmosphere presentation. Auto Bavaria cannot ignore the other 39. 86 . It is because the main factor that contributes to the behavioral intention is the financial status of an individual and also an individual’s interest on the best model offered at Auto Bavaria which means the customer already decided what they want to buy before they come to Auto Bavaria. this study proposed suggestions that can be taken as reference when retail industries especially in auto dealership want to make marketing strategies. 2011).8% of the respondents will recommend other peoples who want to buy BMW’s product and 64. 2012). According to such conclusion that atmospheric factors significantly affect the customer experience. 51.6 Customer Behavioral Intention Only 42.3 Implications of the Study According to the analytical discussions and conclusion review. 5. Besides that. Nowadays. the customer that want changes in order to create an appeal store atmosphere at Auto Bavaria is high which is 51% compared to 49% of the customer who are already satisfied with the current atmosphere . For this study. This research will be the reference to all Malaysia automotive retailers especially in creating an appeal store atmosphere and showroom. different types of stores have different perspective of atmosphere attributes because it based on the type of product that the stores present. there are four attributes of store atmosphere being tested in order to identify the impact of each variable to the customer experience and also the customer behavioral intention at Auto Bavaria. the topics that related to the store atmosphere become a trend and popular topic among the researchers. this peoples start to realize that store atmosphere can reflect an image to a company (Gilboa & Rafaeli. However. organization.The aim of this research project is to identify the effect of store atmospheric attributes towards the customer experience and also their behavioral intention in Auto Bavaria Glenmarie can make as the representative of automotive & showroom sectors. After the researcher do the research survey among the customers in Auto Bavaria. It is because. Glenmarie. Auto Bavaria offer luxury and technical type of product in their store and the atmosphere factors cannot be same as other retail store like fashion and apparel store. Actually. Besides that. 2003). It is not easy 87 . businessman. there are weaknesses can be traced and it was something valuable that Auto Bavaria need to show intensive care. improved and attention in term of enhancing the store atmosphere. managers and retailers. Not only that. this research also can make the retailer realize whether their stores having a close gap with the current customers’ expectation or not. based on the feedback from the distributed questionnaire. this research also becomes one of the ways to approach and know the customer well. In this case. many of the researchers do general research about the store atmosphere and did not specifically concentrate on the type of nature business or retail stores. Customers who were also the respondent of the survey already gave their respond and having different feedbacks towards the 4 factors of store atmospheric attributes in Auto Bavaria. By choosing luxury automotives as our research field. other researchers can enlarge this topic of study for the next research. It is true that conveying a competitive store image to customers is a big investment and also quite challenging task especially the organization already stands for more than 20 years in the market like Auto Bavaria. Sometimes.to draw closer with customers if there are no reasons that we can get their information and opinion especially when it comes to the high class and influential group. which can enhance more their experience and influence their permanence during their visit to a store. the researcher also proposed some recommendations to the company to improve and enhance the customer value through the store atmospheric attributes.4 Recommendations for Sime Darby Auto Bavaria Sdn Bhd In this research. Besides that. eating. The recommendations will be separately proposed based on the four (4) 88 . Followed equally by background music and colour with respectively 55% and the last one is visual merchandising with 53% in giving impact to the customers at Auto Bavaria. 2010). Based on Pantano & Laria (2012). Since the research conduct is an empirical study at Auto Bavaria. 5. Auto Bavaria can create a new position like retail officer that will taking care about the store atmosphere and the customer relation management. retailers need to take cost effective measures to periodically change these significant factors. It means that to some extent the atmosphere attribution study also help in build the customers’ experiences and also their behavioral intention. reading. Among all the store atmospheric attributes lighting with 70% be the most attributes that gives impact to the customers in terms of experiences and the behavioral intention. To build an enormous experience among the customer. the atmospheric attributes in Auto Bavaria contributes 58. and drinking. Kumar. there are still room for improvement that the managerial must look for. a profit making organization did not view all this aesthetic value that can bring a different experience to the customers. a lot of customers nowadays prefer the store atmosphere have the areas for relaxing. because of that. the atmospherics also has contributes to long term effect because they create a lasting impression on the consumers’ perception (Kumar et al.14% to the customers’ experiences and also to the purchase decision. So. Garg & Rahman (2010) recommend that even when the store already in the acceptable range in term of atmosphere value. Although advertising and other promotional activities are important in communicating brand value. acceptance.2013) Furthermore. Dardem et al stated that the physical attractiveness in a retail store contributes a higher impact on the store patronage compared to the product quality.4. warmth. the optimal application of prismatic daylighting/skylighting. color.1 Lighting Based on OSRAM (2013). In addition. background music. courtesy. the use of the right light can expect more customers and higher sales. LED is a new innovative solution and provides better lighting for the whole retail environment. the store only uses the glass windows and display as their natural element but 89 . Use the compatible lighting combination can attract the customers and also drive them in the right mood to buy. and the visual merchandising. wait for their car’s repair and services. air conditioner and washrooms also are very important to the store atmosphere. lighting. complex and need a thorough product examination. Auto Bavaria also can install more eco friendly LED lighting in the store in order to support the world environment safe campaign. It was tiny but extremely bring and durable light sources (Alaimo. 2011). using the right light in a retail store is a fundamental importance. glass windows and display in the retail space giving more opportunities to disperse and diffuse natural light. Modern and exclusive lighting can helps in promotes shop interiors by creating a stage sets and makes the product become the desire objects. Based on Ehbauer & Gresel (2011). Exclusive store atmosphere can be describes as the customers’ overall feeling of comfort. the physical facilities of a retail store such as elevator. unique and exclusive (Ehbauer et al. Auto Bavaria needs to present a very technical. This type of lighting generates less heat and brings satisfaction brightness and it can bring comforts to the store visitor. assortment and pricing. LED is the acronym for Light Emitting Diode. and also make the decision. 5. Besides that. In Auto Bavaria.categories of atmospheric attributes which are lighting. with modern electronic control gear allows lighting to be adjusted with flexible movement and also change needs and requirements. 5.still did not apply the prismatic skylighting.4. fresh. leads the customers to visit the store again and also recommend to others (Kulkarni. customer service. sponsorships 90 . Many comments from the Auto Bavaria’s customer said that volume of the background music sometime cannot be heard due to the noise and low volume. loudspeakers. Instead of playing the radio at the store. service packages. Thus. It is because the choice. service area. it will result in making store and also their merchandise look sad and pale (RetailMerchandiser Magazine. In opposite.2 Background Music Good background music can create relaxed atmosphere. outdoor zone. 2009). mini bar. genre of the music did not successful to create interest among the customers in Auto Bavaria. 2003). the other method that Auto Bavaria can use is creating their own radio station and make it as the most powerful marketing tools (Morrison. Normally in auto dealership store. Besides installing regular background music which is circulate over and over and make the customer bored. if Auto Bavaria uses the wrong lighting or conventional lighting. Auto Bavaria can promotes their new model product. Some of the customers do not enjoy with exposing too much of light and it also can bring effect to the human health. drive to excellent and enjoyable experience. Auto Bavaria needs to install a good amplification. volume. In addition. the feedback from respondents shows only 67% of them agree/strongly agree that background music played in the store can enhance their interest. 2012). While interviewing the customers. seasonal promotion. so combining the natural lighting with the normal lighting are preferable and also bring convenient feeling to the customers. leads to customers spending more time in the store. sales area. Having own radio station can entertain customer more live. When having own radio station. Auto Bavaria also can create an access for online radio in the company’s website. signal processing & routing system. feels comfortable. many of them did not even realize the present of the background music. offices and so on. events. trend. keeps customer engaged and informed during their store visit. there are several zone and compartment that consists of showroom. excite and entertain the store visitors. So. showcase. DMX Music also know how to develop a unique customised music solutions that make strategic links with specific target markets. and white. Auto Bavaria creatively needs to adjust the colour compatible with the store environment. customers who want to purchase. 2006). 2006). 2013). 2003). retail promotions. in store activities. brown. the radio must punctuate alternately with appropriate song (RetailRadio LLC. and the customer who want to survey their dream car and they still not decided whether they want to buy or not. volume based on the types of retail store. 91 . DMX Music offer music expertise and they are experts in choosing appropriate music. Actually Auto Bavaria have the benefit to select their store’s theme colour since they must be attach and synchronize with BMW colour.and so on.4. 5. and fabric. the atmosphere is illuminated by few green plants which are grown in all white vases (Singh. parquet. blue and grey in their furniture. Besides that. Auto Bavaria need to follow their theme colour which is blue. colour also give 55% impact to the customer in term of experience and also the purchase decision. Because there are scenarios that the customers must to wait for their cars or time to make decision. It is advice that did not expose too much advertisement in the radio. events and specific retail brands (Morrison. Besides that. Auto Bavaria can help all this customers to calm and relax their mind by providing an appeal atmosphere (Singh. The purposes of the music programs are to reach. There are many types of customers that come to Auto Bavaria which is customer that already make their purchase and come to service or repair their cars. Since Auto Bavaria is an authorize dealer for BMW motors.3 Colour Same with the music. black. Some of the customers comment that Auto Bavaria especially is playing safe because they use all white in colour as their wall’s paint and also use the combination of earth colour such as black. Auto Bavaria also can buy music program from DMX Music that usually work closely with retailers to create custom music program ‘soundscapes’. It is also reminiscent of the ocean and sky which is also the elements that build a sense of peace (Reynold. and props are really help in attracting the customer’s eyes and interest. 2012). 92 . Green plants and landscapes in a retail store able to create more healthy. It will create healthy environment since green plant can reduce the carbon dioxide and also have been verify by a lot of medical expertise such as Dr Virginia Lohr from Washington State University that green plants significantly can reduce people’s stress and create a good emotion. Charismas. Deepavali. The respondent also tells that the decorations in Auto Bavaria are not enough unless there are events and festive seasons like Hari Raya. and parts in the shelf. and rack are not properly arranged. Some of the respondents said that the merchandise such as shirt. retailers use visual merchandising as part of store decor and design. 5.1990). Auto Bavaria need to take the challenge to be unique and different since unusual. Auto Bavaria’s managers need to take more attention and do some improvement on these issues. It automatically cannot put confidence into the customers. It is because the arrangement of the display car in the store is stacked too close to each other. Based on White (2012). all retailers especially Auto Bavaria normally has long understood about the importance of store environments in enhancing the purchase experience. gift. a lot of companies invest in green building.4. Green plants and flowers makes the store looks more comfortable and realistic (Pantano et al. Chinese New Year and so on. Nowadays. It will cause difficulties to divert or move the vehicles if any emergencies cases like fire occur in the store. 2013). accessories.4 Visual Merchandising Since visual merchandising performs the lowest percentage which is 53% from the customer’s response. While the showroom that presenting the display cars and superbike are quite scattered and do not meet safety features. big displays. Nowadays. it is good Auto Bavaria can add up the blue elements in the store because using light or medium blue can instill a sense of calm in peoples.Since the customers have their waiting time and Auto Bavaria also has the benefits to use blue as their theme colour. decoration. showcase. One of the efforts to support the green campaign is putting the green plants in the building. On the other hand. friendly and favourable situations for retail activities compared to the store that do not have or less green plants in the store (Engel et al. So. flat screen TV’s are being utilized everywhere and even in Auto Bavaria also have it as their treat to the customer who waits for a very long hours for their car to be service or repair. So. the researcher must put more effort and being more discipline in order to produce a valid result and good research in the future. and fifth gear but there is no point since there are no subtitles or sounds that we can hear from it since the TVs are in mute setting. By keep it balances and orderly also will resulting in impulse purchase since it looks worth of buying (White. So. the TV also put automotive TV program and show more or less like top gear. Next. a lot of customer have disappointed because the TV are not informative at all. what auto Bavaria can do with the flat TV is presenting some qualities advertisement and without sound also the visitors can understand it well (Dunne et al. Auto Bavaria can take this opportunities to provide something novelty and unique which is the visual merchandising presentation must have not seen in any auto dealership before. Since the appeal of immersive technologies for visitors. it will create issues that are hardly to be resolved. Visual merchandising is also going to be modern and digital. According to Wang. retailers who introduce these ones would attract more visitors and achieve more advantages over the other competitors. 2012). For example. Besides that. the researcher must choose more reliable sample or group of respondent by 93 . speed TV. 5. Only then Auto Bavaria can provide an exciting and wonderful experience to the customers (Pillai et al.Besides that. so the TVs must be put in mute setting. It is because the TV only show news in headline and it keep repeating over and over.Y. et al (1995). R. However. It is because Auto Bavaria already has their own background music. customers nowadays are very alert on what the retailers can offer and show to the customers.5 Recommendations for Future Research When there are limitations of studies. present the visual merchandising in symmetry and keep it balance also will help the store to be presentable and convincing. 2011). in order to achieve more accurate data. 2011). Furthermore. 2012). Based on Comrey et al (1992). a high response rate promotes the confidence in the research’s result. getting a good response in a research survey is important to increase the validity and accuracy of the result. It is different from this study which is investigate a separate relationship which is to study the relationship between the store atmospheric attributes and the customers’ experiences (SAA 94 CE) and another model is to . For an example. based on Crossman (2013). Based on Poswell & Hermann (2000). giving the appropriate incentives or gift up front can be an effective method to encourage participation. to study the relationship between the store atmospheric attributes. Apart from assisting in create positive learning and sharing the information. the researcher can use the way that best fits based on the purpose. having some open ended questions in a questionnaire also can make the researcher become more creative in managing all the data since there are different answers from various perspectives of peoples. target audiences and also the resources. in the future. Response rate can be defined as the proportion of people in a particular sample that involve in a survey conducted. customers’ experiences and the customer’s behavioral intention (SAA CE CBI).having close relationship with the conducted research since the research covers all the opinion of the respondent about a specific issues or information. Lower response rates will result in biased results. Powell & Hermann also said that a survey must be done systematically and also having a standardized way of collecting data and information from the respondents. 2000). other researcher can investigate structural or direct relationships for this study. 2003). Back into the research topics. a few of open-ended type of questions should be put into the questionnaire since it can provide more specific and detail responses from the respondents and a lot of unanticipated findings can be discovered in the research (Naser. Based on James & Bollstein (1990). The researcher also needs to spend adequate time planning in order to make sure all the aspects are well thought out (Poswell & Hermann. Those unforeseen feedbacks given by the respondents actually can improve the whole research’s result (Reja et al. topics. Since there are various different methods to conduct a survey. the future research also can explore other factors of store atmosphere such as the temperature. wants. perception and many more. 95 . needs. It is because conducting a more specific research can help the researcher to focus on the selected topics without having a deviation problem. Besides that. layout. convenient. pharmacies and so on. facilities. and scent since all of these factors also are important to create an appeal store atmosphere. Future research also can study other store atmosphere from different retail industries or sectors such as fashion. It was recommended because conducting a structural relationship will provide a better result compared to investigate the relationships separately. Other than customers’ experiences and their behavioral intention. On the other hand. purchase decision. other researcher also can see other element of customer’s evaluation such as in terms of loyalty. expectation. investigate the impact of visual merchandising to the customer’s purchase decision. satisfaction. electronic. design.study the relationship between the customer experiences and the customer behavioral intention (CE CBI). retention. For an example. cleanliness. the researcher also can do a specific research about one of the store atmospheric factors. The Journal of Retailing. 8. 499-513. pp. 7. pp. Babin. Bellizzi. (1999).91-99. Baker.S.T...A.. 49.63. Y. Journal Business Research. 5(24). 2nd International Conference on Business. European Journal of Marketing. 3.E. 36-38 11. 2. Li. pp. Chen..J. Investigate the Influence of Store Atmosphere on Customer Patronage Intention towards Clothing Stores in Malaysia. Grewal. H. 66. (2012).B. Fei. (2011).V. University of Tunku Abdul Rahman. Foundations of Descriptive and Inferential Statistics. 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Store Layout and its Impact on Consumer Purchasing Behavior at Convenience Stores in Kwa Mashu. K.W. Publication 28. (1998). Program Development and Evaluation.. SPSS Data Analysis 3. Pictures 99 .APPENDICES 1. Questionnaire 2. 0 MARA UNIVERSITY OF TECHNOLOGY FACULTY OF BUSINESS MANAGEMENT BACHELOR OF BUSINESS ADMINISTRATION (RETAIL MANAGEMENT) Dear respondent. Thank You. All information would remain strictly confidential and only be used for research purpose. SECTION A: GENERAL INFORMATION Please tick (/) the answer that is most relevant to you. What type of product did you intend to buy or already purchase at Auto Bavaria? (You can tick two from the answers provided) BMW Car MINI Cooper Motorrad (BMW Motorcycle/Bike/Scooter) BPS (BMW Premium Selection) BMW Part & Accessories Gift and Souvenir Others 2. Your cooperation in completing this questionnaire is so appreciated.APPENDIX 1. 1. I am Akmal Syalwani Binti Idris. Do you think Auto Bavaria needs to do some changes in order to create an appealing store atmosphere? Yes No 1 . I would like to conduct a final year research on a project entitled “The impact of store atmospheric attributes on customer’s experience and their behavioral intention at Auto Bavaria”. a final year student from Universiti Teknologi Mara Shah Alam. The main objective of this study is to know the customer’s perception about the contributing factors to store atmosphere at Auto Bavaria and its effect to the customer in term of experience and behavioral intention. concept. lighting. The lighting level of brightness makes me comfortable being in the store. BACKGROUND MUSIC Background music in a retail setting plays many important roles such as music has long been known to be able to influence moods and lift the spirits. image.3. 1 2 3 4 5 2. color. Items Mark your response 1. The type of lighting used is compatible with environment of the store. theme and visual quality of a retail store. 1 Strongly Disagree 2 Disagree 3 Neutral 4 Agree 5 Strongly Agree LIGHTING Lighting is important as this is one of the key elements that contribute to identity. The lighting used in the store allows me to examine the products clearly. 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4. 1 2 3 4 5 5. The combination of natural lighting in the store is convenient. comfort. No. 3. The lighting used in the store looks exclusive. How do you know Auto Bavaria? (You can tick two from the answers provided) Advertising Family/ Friends Internet Self awareness Event Others SECTION B: STORE ATMOSPHERIC ATTRIBUTION This section is to acquire your opinions about each factors of store atmosphere on background music. and visual merchandising. Please indicate the level of agreement with each statement by ticking (/) in the appropriate column. 2 . No. Items Mark your response 1. The background music genres are pleasant to hear. 1 2 3 4 5 2. For me, the volume of the background music is appropriate. 1 2 3 4 5 3. I really enjoy the rhythm of the background music in the store. 1 2 3 4 5 4. The tempo of the background music makes me want to stay longer in the store. The background music played in the store can enhance my interest. 1 2 3 4 5 1 2 3 4 5 5. COLOR Color psychology becomes the critical issues in retail store since it can be the determinant of customer purchase behavior. No. Items Mark your response 1. 1 2 3 4 5 2. Choices of the theme colors at the store successfully to create attention. The colors apply in the store shows a trendy coordination. 1 2 3 4 5 3. The color of the furniture and its fabric looks elegance. 1 2 3 4 5 4. 5. For me, the choices of the color combination create a good emotion. The color used in the store able to create desires to purchase. 1 1 2 2 3 3 4 4 5 5 VISUAL MERCHANDISING Visual merchandising are includes the combination of products, environments and spaces into a motivating and engaging displays and arranging merchandise assortments within a store to improve the layout and appearance. No. Items Mark your response 1. I am satisfied with the merchandise presentation in the store. 1 2 3 4 5 2. The creative props used in the store give an inspiring idea to me. 1 2 3 4 5 3. For me, the displays used in the store are very convincing. 1 2 3 4 5 4. 5. The store decorations also create an evocative presentation. The store visual merchandising success to create confidence in me. 1 1 2 2 3 3 4 4 5 5 SECTION C: CUSTOMER REVIEW In this section, please evaluate various items by circling your answer based on your experience during your visit at Auto Bavaria. 3 CUSTOMER EXPERIENCE No. Items Mark your response 1. The lighting in the store gives an impact to me. 1 2 3 4 5 2. The background music creates an enormous experience to me. 1 2 3 4 5 3. The colors in the store also bring a fascinating experience to me. 1 2 3 4 5 4. The presentation of the visual merchandising successful in creating an impressive experience. The atmospheric attributes success to create a positive image in this store. 1 2 3 4 5 1 2 3 4 5 5. CUSTOMER’S BEHAVIORAL INTENTION No. Items Mark your response 1. The atmospheric attributes in the store help me to make a decision. 1 2 3 4 5 2. The store atmosphere makes me comfort to stay longer in the store. 1 2 3 4 5 3. The atmospheric factors in this store are successful in putting trust in me. I would like to recommend other peoples to come and buy product or service from this store. I would like to purchase again in the future. 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4. 5. SECTION D: DEMOGRAPHIC PROFILE Please mark (/) the appropriate respond in the box provided. 1. Gender: Male Female 2. Age: Less than 25 years old 26 – 30 years old 31 – 40 years old 41 – 50 years old 51 – 60 years old 61 – 65 years old More than 66 years old 3. Nationality: Malaysian Non- Malaysian 4 4. Race: Malay Chinese Indian Others (please specify) _________________________ 5. Highest academic qualification: PhD Masters Bachelors Diploma Malaysian Certificate of Education (SPM) Others (please specify) ___________________________ 6. Employment status: Government Semi-government/ Statutory body Self-employment/ Businessman Private Sector Pensioner Others (please specify) ___________________________ SECTION E: RECOMMENDATIONS/COMMENTS (The comment given must be related to the store) _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ Thank you for your time & cooperation! --------------------------------------------------The end -------------------------------------------------5 7 7.4 15.6 2.4 93.2 51-60 years old 24 15.0 100.9 35.0 Valid Total 6 .1 14.5 29.6 100.9 26.7 7.4 More than 66 years old 4 2.8 31-40 years old 42 26.5 78. FREQUENCY DISTRIBUTION ANALYSIS Gender Statistics The respondents' gender Valid 156 N Missing 0 The respondents' gender Frequency Percent Valid Percent Cumulative Percent Male Valid 100 64.0 Female Total Age Statistics The respondents' age Valid 156 N Missing 0 The respondents' age Frequency Percent Valid Percent Cumulative Percent Less than 25 years old 12 7.0 156 100.9 48.9 100.0 100.0 156 100.6 61-65 years old 6 3.1 56 35.8 97.7 26-30 years old 22 14.1 64.7 41.8 3.1 64.0 A.APPENDIX 2.50 years old 46 29.1 21. 2 6 3.2 96.0 Race Statistics The respondents' race Valid 156 N Missing 0 The respondents' race Frequency Percent Valid Percent Cumulative Percent Valid Malay 96 61.8 3.9 Others 8 5.1 100.Nationality Statistics The respondents' nationality Valid 156 N Missing 0 The respondents' nationality Frequency Percent Valid Percent Cumulative Percent Malaysian Valid Non Malaysian Total 150 96.8 100.5 61.3 94.0 100.1 23.1 84.2 96.5 Chinese 36 23.1 5.3 10.0 156 100.5 61.6 Indian 16 10.0 100.0 Total 7 .0 156 100. 6 18.5 Diploma 29 18.2 Private sector 75 48.6 80.1 5.0 156 100.0 Total 156 100.6 Masters 26 16.0 100.1 30.1 48.7 16.3 Others 12 7.0 Semi Government/ Statutory body Self Employment/ Valid Businessman 8 .4 15.7 100.0 Others Total Employment Status Statistics The respondent employment status Valid 156 N Missing 0 The respondent employment status Frequency Percent Valid Percent Cumulative Percent Government 3 1.5 100.9 1.3 61.7 7.1 85.1 47 30.1 92.7 19.3 Pensioner 11 7.5 7 4.9 1.1 7.4 95.2 Bachelors 66 42.1 SPM 24 15.5 4.6 2.3 42.Highest Academic Qualification Statistics The respondent highest academic qualification Valid 156 N Missing 0 The respondent highest academic qualification Frequency Percent Valid Percent Cumulative Percent PHD Valid 4 2.0 100.1 7.1 37.6 2.9 8 5. 0 100.1 100.5 23.0 BPS 5 3.5 11.6 Parts & Accessories 1 .0 156 100.9 Others 8 5.2 12.5 89.2 3.5 11.7 31.0 100.2 Motorrad 9 5.6 94.2 3.1 14.5 4.5 63.1 BPS 7 4.5 93.8 5.0 Total 156 100.6 68.Respondents’ first product purchase Statistics First product purchase Valid 156 N Missing 0 First product purchase Frequency Percent Valid Percent Cumulative Percent BMW Car 99 63.1 77.6 94.2 Gifts & Souvenirs 1 .4 None 107 68.6 Motorrad 18 11.5 63.8 9.6 .5 MINI Cooper 22 14.2 3.6 100.1 5.7 Gifts & Souvenirs 12 7.2 Parts & Accessories 18 11.7 7.6 .0 9 .0 Valid Total Respondents’ second product purchase Statistics Second product purchase Valid 156 N Missing 0 Second product purchase Frequency Percent Valid Percent Cumulative Percent Valid MINI Cooper 5 3. 3 Events 6 3.0 Total 10 .8 3.8 Internet 12 7.0 100.6 50.5 Self Awareness 48 30.0 100.9 53.8 96.8 100.0 156 100.0 Total The way respondents’ know about Auto Bavaria (1) Statistics How the respondents know Auto Bavaria Valid 156 N Missing 0 How the respondents know Auto Bavaria Frequency Percent Valid Percent Cumulative Percent Valid Advertising 53 34.4 49.2 Others 6 3.4 100.6 No 77 49.7 7.8 3.Changes for appealing store atmosphere Statistics Auto Bavaria's changes Valid 156 N Missing 0 Auto Bavaria's changes Frequency Percent Valid Percent Cumulative Percent Valid Yes 79 50.7 61.9 19.0 156 100.8 92.0 34.0 Peoples 31 19.6 50.8 30.0 34. 6 63.868 N of Items 5 11 .5 36.3 29.5 100.6 9.5 None 57 36. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha .4 15.5 Self Awareness 14 9.0 100.0 a. RELIABILITY TEST Lighting Case Processing Summary N Valid Excludeda Cases Total % 156 100.0 9.4 53.0 156 100.0 0 .The way respondents’ know about Auto Bavaria (2) Statistics How the respondents know Auto Bavaria Valid 156 N Missing 0 How the respondents know Auto Bavaria Frequency Percent Valid Percent Cumulative Percent Valid Peoples 30 19.3 10.5 Events 24 15.2 19.0 B.2 Internet 16 10.8 Others 15 9.2 19.0 38.0 Total 156 100. Background Music Case Processing Summary N Valid Excludeda Cases Total % 156 100.897 5 Color Case Processing Summary N Valid Excludeda Cases Total % 156 100. Reliability Statistics Cronbach's Alpha N of Items .0 a.0 a.0 156 100.0 0 .0 0 .864 N of Items 5 12 . Listwise deletion based on all variables in the procedure.0 156 100. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha . 0 0 .Visual Merchandising Case Processing Summary N Valid Excludeda Cases Total % 156 100. Listwise deletion based on all variables in the procedure.917 5 Customers’ Experiences Case Processing Summary N Valid Excludeda Cases Total % 156 100. Listwise deletion based on all variables in the procedure.0 a.878 N of Items 5 13 . Reliability Statistics Cronbach's Alpha N of Items . Reliability Statistics Cronbach's Alpha .0 0 .0 156 100.0 a.0 156 100. 482 . Listwise deletion based on all variables in the procedure.386 .87 3.065 Std. Reliability Statistics Cronbach's Alpha N of Items .055 1.856 Std.326 -.654 Statistic -. Error .887 5 C.056 . Deviation Statistic .070 -.386 .386 .376 .0 156 100.076 .737 .543 . Error .059 .694 .230 -.194 .87 Std.140 .94 3.0 a.809 Variance Statistic . Error .194 .370 -.793 .194 .386 . CENTRAL TENDENCIES MEASUREMENT OF CONSTRUCTS Lighting Descriptive Statistics The The Level of The Combinatio Valid N compatibili lighting brightness exclusivity n of natural (listwise) ty of allows to makes of the lighting lighting examine comfortabl lighting types products e N Statistic 156 156 156 156 156 Minimum Statistic 2 2 1 1 1 Maximum Statistic 5 5 5 5 5 Statistic 3.91 3.628 .194 .952 .751 -.194 Statistic .0 0 .576 Std.906 .386 Mean Skewness Kurtosis 14 156 .56 3.Customer’s behavioural intention Case Processing Summary N % Valid Excludeda Cases Total 156 100.063 . 1 26.7 Strongly agree 27 17.3 17.1 25.1 82.2 77.0 156 100.0 Valid Total The exclusivity of the lighting Frequency Percent Valid Percent Cumulative Percent Strongly disagree 5 3.4 Agree 52 33.3 33.0 100.The compatibility types of lighting Frequency Percent Valid Percent Cumulative Percent Valid Disagree 6 3.8 82.8 9.0 156 100.4 22.9 Agree 87 55.9 Neutral 36 23.2 53.6 Strongly agree 35 22.3 82.3 1.0 Agree 89 57.3 Disagree 3 1.1 23.8 5.4 40.3 100.3 17.2 3.1 23.0 100.8 Neutral 36 23.8 3.9 1.9 1.2 Disagree 9 5.2 Neutral 33 21.8 3.0 Total The lighting allows to examine products Frequency Percent Valid Percent Cumulative Percent Valid Disagree 3 1.0 Neutral 63 40.7 Strongly agree 27 17.9 3.9 100.0 100.3 100.0 156 100.0 156 100.1 Strongly agree 28 17.9 17.1 57.0 Valid Total 15 .2 3.4 Agree 83 53.4 49.0 100.9 1.3 1.0 Total Level of brightness makes comfortable Frequency Percent Valid Percent Cumulative Percent Strongly disagree 2 1.2 24.8 55.2 21.4 100. 741 -.2 Neutral 41 26.8 Strongly agree 33 21. Error . Deviation Statistic .3 Disagree 3 1.9 42.194 .9 81.987 1.Combination of natural lighting Frequency Percent Valid Percent Cumulative Percent Strongly disagree 2 1.53 3.3 1.8 38.974 1.0 156 100.5 Agree 67 42.386 .2 21.386 .085 Std.0 Valid Total 16 156 .9 1.386 Mean Skewness Kurtosis Music genre Frequency Percent Valid Percent Cumulative Percent Strongly disagree 7 4.6 100.33 3.385 -.028 -.5 4.133 Statistic -.972 1.8 28.1 5.194 Statistic . Error .081 .3 1.386 .0 156 100.026 .079 .015 -.896 .23 Std.013 .9 3.065 Variance Statistic .425 Std.1 9.5 Disagree 8 5.079 .5 4.986 1.4 49.312 Std.3 29.4 78.194 .66 3.0 100.076 .0 100.4 Strongly agree 29 18. Error .3 26.947 .654 -.583 -.575 .6 Neutral 45 28.936 -.0 Valid Total Background Music Descriptive Statistics Music Appropriateness of The rythm of The tempo Music can Valid N genre music volume music makes customer enhance (listwise) background want to stay interest longer N Statistic 156 156 156 156 156 Minimum Statistic 1 1 1 1 1 Maximum Statistic 5 5 5 5 5 Statistic 3.5 Agree 77 49.194 .66 3.6 18.386 .194 .2 100. 6 2.8 12.5 11.7 12.1 5.9 32.Appropriateness of music volume Frequency Percent Valid Percent Cumulative Percent Strongly disagree 8 5.7 Neutral 60 38.0 Agree 74 47.7 Strongly agree 16 10.7 Strongly agree 16 10.0 100.5 11.3 10.4 47.6 34.1 Agree 54 34.0 100.1 5.0 100.0 100.0 Valid Total 17 .0 23.0 Valid Total Music can enhance interest Frequency Percent Valid Percent Cumulative Percent Strongly disagree 11 7.6 25.0 Valid Total The rhythm of background music Frequency Percent Valid Percent Cumulative Percent Strongly disagree 4 2.4 Neutral 40 25.0 156 100.8 15.1 Disagree 18 11.4 88.1 Disagree 25 16.1 Agree 51 32.3 10.0 16.7 89.5 16.1 Neutral 53 34.7 32.0 34.6 89.6 Disagree 20 12.9 19.7 16.8 Neutral 31 19.1 7.1 Disagree 12 7.3 100.6 41.0 57.5 100.7 7.6 2.5 55.3 Strongly agree 26 16.3 100.1 5.6 83.7 100.0 156 100.0 156 100.5 Strongly agree 18 11.0 156 100.7 Agree 79 50.1 5.1 7.5 38.6 50.0 Valid Total The tempo makes customer want to stay longer Frequency Percent Valid Percent Cumulative Percent Strongly disagree 8 5. 386 .9 Neutral 45 28. Error .3 8.0 Valid Total 18 156 .194 .9 1.9 Disagree 14 9.1 83.0 10.386 .078 Std.246 Std.6 2.2 Agree 61 39.422 -.074 .3 Strongly agree 23 14.8 28.3 33.523 -.58 3.6 2.3 44.9 1.Color Descriptive Statistics Theme Colors shows a The color for Color Color can color trendy furniture looks combination choices coordination elegance can create good Valid N create desires (listwise) to buy emotion N Statistic 156 156 156 156 156 Minimum Statistic 1 1 1 1 1 Maximum Statistic 5 5 5 5 5 Statistic 3.149 .950 .194 .9 Neutral 52 33.911 .073 .5 45.0 156 100.194 .0 100.393 -.663 .7 14.0 100.386 .554 -.31 Std.7 16.076 .386 Mean Skewness Kurtosis The choices of theme colours Frequency Percent Valid Percent Cumulative Percent Strongly disagree 3 1.930 .902 .70 3. Error .065 .59 3.0 Valid Total Colors shows a trendy coordination Frequency Percent Valid Percent Cumulative Percent Strongly disagree 4 2.0 9.1 39.7 Agree 71 45.3 Strongly agree 26 16.142 .8 39.62 3. Error .7 100.3 10.5 85.815 .952 Statistic -.194 .6 Disagree 13 8.7 100.025 .830 .0 156 100.976 Variance Statistic .194 Statistic .386 .666 -.864 .057 Std. Deviation Statistic . 6 2.8 89.9 45.8 30.1 5.0 Strongly agree 25 16.7 58.0 100.5 84.5 4.9 35.0 16.6 Disagree 11 7.7 Neutral 65 41.5 4.0 156 100.5 13.5 Agree 60 38.7 41.0 Valid Total 19 .3 1.0 Valid Total Color combination can create good emotion Frequency Percent Valid Percent Cumulative Percent Strongly disagree 2 1.4 Neutral 46 29.1 9.0 100.1 7.0 Valid Total Color can create desires to buy Frequency Percent Valid Percent Cumulative Percent Strongly disagree 7 4.2 12.0 100.9 100.6 86.5 29.6 Neutral 56 35.The color for furniture looks elegance Frequency Percent Valid Percent Cumulative Percent Strongly disagree 4 2.5 100.1 Strongly agree 17 10.0 156 100.6 50.6 2.0 156 100.2 16.5 Disagree 19 12.3 Agree 48 30.9 10.1 6.5 35.5 Strongly agree 21 13.5 38.3 1.9 Agree 79 50.0 100.3 Disagree 8 5. 8 Disagree 18 11.5 100.63 Std.512 .7 41.1 Disagree 18 11.4 Strongly agree 15 9.987 .882 .969 . Error Merchandise presentation satisfaction Frequency Percent Valid Percent Cumulative Percent Strongly disagree 8 5.117 -.386 . Error .917 Variance Statistic 1.939 .3 33.6 100. Error Statistic Kurtosis Std.0 Valid Total 20 156 .5 13.5 Agree 64 41.063 .0 86.53 3.8 45.288 -.5 11.083 .1 5.079 .194 .974 .060 -.3 90.5 16.0 100.194 .6 9.1 5.33 3.386 Skewness Std.46 3.0 156 100.1 Agree 52 33.073 Mean Std.842 Statistic -.5 11.031 .5 Strongly agree 21 13.079 .194 -.5 15.194 .609 .8 28.7 57.386 .4 Neutral 65 41.386 .0 100.086 .Visual Merchandising Descriptive Statistics Merchandise The props The displays The decorations Visual Valid N presentation can gives are very create an Merchandising (listwise) satisfaction inspiring idea convincing evocative create customers' presentation confidence N Statistic 156 156 156 156 156 Minimum Statistic 1 1 1 1 1 Maximum Statistic 5 5 5 5 5 Statistic 3.7 Neutral 45 28.194 .440 -.0 Valid Total The props can gives inspiring idea Frequency Percent Valid Percent Cumulative Percent Strongly disagree 6 3.57 3.8 3.112 .386 .557 -.075 . Deviation Statistic 1.984 .240 -.0 156 100.8 3.0 41. 9 10.6 Strongly agree 24 15.1 Neutral 49 31.0 Valid Total The decorations create an evocative presentation Frequency Percent Valid Percent Cumulative Percent Strongly disagree 2 1.5 14.3 1.8 30.0 100.4 31.0 10.4 15.9 14.The displays are very convincing Frequency Percent Valid Percent Cumulative Percent Strongly disagree 5 3.9 1.9 44.8 39.0 Valid Total 21 .9 81.3 Disagree 21 13.9 84.9 35.4 45.1 84.2 3.4 Strongly agree 29 18.2 3.5 13.1 39.4 100.0 156 100.7 Agree 70 44.5 Agree 56 35.7 Neutral 48 30.0 Valid Total Visual Merchandising create customers' confidence Frequency Percent Valid Percent Cumulative Percent Strongly disagree 3 1.9 Disagree 14 9.0 156 100.2 Disagree 17 10.3 1.6 100.0 156 100.4 100.6 18.9 Neutral 45 28.5 Agree 61 39.0 100.6 Strongly agree 24 15.4 15.8 28.9 1.8 45.0 100.0 9. Customer Experience Descriptive Statistics The lighting The music The colors The visual The Valid N give impact create bring merchandising atmosphere (listwise) to the enormous fascinating create impressive success to respondent experience experience experience create positive image to the store N Statistic 156 156 156 156 156 Minimum Statistic 1 1 1 1 1 Maximum Statistic 5 5 5 5 5 Statistic 3.0 41.7 7.485 -.0 54.2 Disagree 16 10.6 Neutral 80 51.7 7.194 .352 .5 Agree 59 37.622 .4 31.3 8.428 -.194 Statistic .069 Std.3 Strongly agree 12 7.47 3.0 156 100.143 Std.819 .3 13.632 .3 1.888 .3 9.0 156 100.2 3.9 Agree 49 31.905 .4 92.070 .8 37.386 .194 .3 Disagree 13 8.071 .52 3. Deviation Statistic .0 Valid Total The music create enormous experience Frequency Percent Valid Percent Cumulative Percent Strongly disagree 5 3.2 3.788 .194 .064 .397 -.386 .37 3.271 .71 Std.767 .386 .044 -.372 Std.865 Variance Statistic .7 100.233 .386 Mean Skewness Kurtosis The lighting give impact to the respondent Frequency Percent Valid Percent Cumulative Percent Strongly disagree 2 1.3 60.3 1. Error .194 .0 100.8 92.386 .072 .749 Statistic .0 100.795 .3 Strongly agree 12 7.5 Neutral 64 41.7 100.876 . Error .3 10.0 Valid Total 22 156 .3 51. Error .36 3. 0 Valid Total 23 .4 Neutral 51 32.4 Strongly agree 15 9.9 Neutral 56 35.2 3.9 17.0 156 100.6 Disagree 13 8.0 156 100.4 40.8 Strongly agree 19 12.6 9.3 8.9 100.2 12.2 100.9 35.6 Neutral 63 40.4 40.0 100.1 Strongly agree 28 17.0 Agree 63 40.0 100.6 2.0 100.6 2.3 10.2 3.9 82.7 39.4 90.0 41.4 50.0 Valid Total The visual merchandising create impressive experience Frequency Percent Valid Percent Cumulative Percent Strongly disagree 4 2.9 42.4 9.0 Valid Total The atmosphere success to create positive image to the store Frequency Percent Valid Percent Cumulative Percent Strongly disagree 2 1.6 100.1 Agree 67 42.1 5.8 Agree 64 41.2 Disagree 10 6.0 87.4 6.1 6.0 156 100.The colors bring fascinating experience Frequency Percent Valid Percent Cumulative Percent Strongly disagree 5 3.3 Disagree 8 5.9 46.3 1.3 1.7 32. Error .9 1.598 -. Deviation Statistic .9 35.793 .6 Strongly agree 10 6.6 Disagree 18 11.876 .065 .0 Valid Total 24 156 .5 14.3 10.4 6.255 -.9 35.891 Variance Statistic .194 .Customer Behavioural Intention Descriptive Statistics The The The Recommend to Purchase Valid N atmosphere atmosphere atmosphere other peoples again in the (listwise) help in make comfort to stay success put to come and future decision long trust buy N Statistic 156 156 156 156 156 Minimum Statistic 1 1 1 2 1 Maximum Statistic 5 5 5 5 5 Statistic 3.0 156 100.808 .0 100.9 93.891 . Error .6 100.100 .194 Statistic .72 Std.0 Valid Total The atmosphere comfort to stay long Frequency Percent Valid Percent Cumulative Percent Strongly disagree 3 1.6 57.194 .47 3.9 48.6 43.649 -.794 Statistic -.071 Std.858 .4 100.653 .386 .51 3.4 Strongly agree 15 9.75 3.3 90.1 Agree 66 42.388 -.386 .069 .070 .1 Neutral 68 43.3 42.424 Std.6 2.0 156 100.0 100.386 .9 1.3 12.386 Mean Skewness Kurtosis The atmosphere help in make decision Frequency Percent Valid Percent Cumulative Percent Strongly disagree 4 2.2 Neutral 56 35.386 .219 Std.071 .9 Disagree 16 10.298 -.6 2.194 .5 11. Error .7 Agree 56 35.6 9.767 .32 3.194 .202 .359 -.735 . 2 3.6 .0 9.0 Valid Total 25 .9 Agree 71 45.4 6.8 35.0 100.3 33.3 Strongly agree 26 16.8 28.0 100.7 10.6 100.2 46.0 156 100.0 156 100.6 Neutral 41 26.4 6.6 Disagree 14 9.7 7.3 26.2 3.1 48.0 Total Purchase again in the future Frequency Percent Valid Percent Cumulative Percent Strongly disagree 1 .4 Strongly agree 15 9.1 83.3 Agree 75 48.3 44.7 100.9 Neutral 52 33.0 9.6 .5 45.2 90.7 16.The atmosphere success put trust Frequency Percent Valid Percent Cumulative Percent Strongly disagree 5 3.0 156 100.5 81.4 Strongly agree 29 18.3 35.6 18.0 100.2 Agree 72 46.6 100.6 9.0 Valid Total Recommend to other peoples to come and buy Frequency Percent Valid Percent Cumulative Percent Valid Disagree 10 6.4 Neutral 45 28.2 Disagree 12 7. 761 1.568 types The lighting allows to examine products Level of brightness makes comfortable The exclusivity of the lighting Combination of natural lighting Music genre Appropriateness of music volume The rythm of music background The tempo makes customer want to stay longer Colors shows a trendy coordination The color for furniture looks elegance Color combination can create good emotion Color can create desires to buy Merchandise presentation satisfaction The props can gives inspiring idea The displays are very convincing The decorations create an evocative presentation Visual Merchandising create customers' confidence The lighting give impact to the respondent 26 .799 Music can enhance interest 1.662 1.D.695 1.768 1.000 .762 1.686 1.000 .000 .000 .782 1.670 Theme color choices 1.550 1.000 .771 1.000 .000 .000 .830 1.000 . EXPLORATORY FACTOR ANALYSIS Communalities Initial The compatibility of lighting Extraction 1.000 .000 .000 .750 1.642 1.613 1.727 1.000 .744 1.000 .000 .000 .000 .000 .000 .673 1.000 .672 1.815 1.000 . 000 .688 .732 .683 1.751 The visual merchandising create impressive experience The atmosphere success to create positive image to the store The atmosphere help in make decision The atmosphere comfort to stay long The atmosphere success put trust Recommend to other peoples to come and buy Purchase again in the future Extraction Method: Principal Component Analysis.659 27 5 6 .693 -.706 .639 1.723 1.747 .000 .726 .000 .000 .504 .753 .787 1.813 1.710 1.785 1.677 .000 .000 .755 1.The music create enormous experience The colors bring fascinating experience 1.710 .000 .000 .000 . Component Matrixa Component 1 The atmosphere comfort to stay long Visual Merchandising create customers' confidence The displays are very convincing The decorations create an evocative presentation The atmosphere success put trust The rythm of music background The music create enormous experience The colors bring fascinating experience Color combination can create good emotion Music genre 2 3 4 . 522 .506 The lighting allows to .561 .642 .546 .615 store Combination of natural lighting The color for furniture looks elegance Colors shows a trendy coordination Appropriateness of music volume Color can create desires to buy Level of brightness makes comfortable The exclusivity of the lighting Merchandise presentation satisfaction Music can enhance interest The lighting give impact to the respondent .656 The visual merchandising create impressive .650 experience Recommend to other peoples to come and buy The atmosphere help in make decision The tempo makes customer want to stay longer Theme color choices .538 examine products The compatibility of lighting types .647 -. a.632 .647 Extraction Method: Principal Component Analysis. 28 .610 .560 .578 .605 .595 .567 .587 .The props can gives inspiring idea . 6 components extracted.628 The atmosphere success to create positive image to the .528 Purchase again in the future -.583 . 707 lighting The exclusivity of the .Rotated Component Matrixa Component 1 The displays are very convincing Merchandise presentation satisfaction The props can gives inspiring idea The decorations create an evocative presentation Visual Merchandising create customers' confidence The tempo makes customer want to stay longer The rythm of music background Music can enhance interest Appropriateness of music volume Music genre 2 3 4 5 6 .849 types Level of brightness makes .692 The color for furniture looks .852 examine products The compatibility of lighting .827 comfortable Combination of natural .736 Color combination can .589 buy The lighting allows to .820 peoples to come and buy 29 .801 elegance Colors shows a trendy .714 .800 .836 Recommend to other .578 lighting Purchase again in the future .777 .794 .742 .780 .832 .754 coordination Theme color choices .736 .699 create good emotion Color can create desires to L .791 . The atmosphere success .670 experience Extraction Method: Principal Component Analysis. Rotation converged in 7 iterations. a.781 experience The visual merchandising create impressive .701 put trust The atmosphere help in . 30 .644 make decision The atmosphere comfort to .622 stay long The colors bring fascinating . Rotation Method: Varimax with Kaiser Normalization.745 experience The atmosphere success to create positive image to the .677 the respondent The music create enormous .716 store The lighting give impact to . 0 PICTURES 31 .APPENDIX 3. 32 .