Abstract:
This research investigated the impact that ambient factors such as lighting, sound,
odours and design layout have on customers’ in-store experiences. Identifying the
atmospheric variables and their impact on customer experience was beneficial as it
will enable Seattle to enhance customer experience and improve the brand’s image.
The problem was a perceived failure by Seattle, to identify positive and negative
atmospheric contributors. This research followed a qualitative approach; it used
mailed interview schedules and video-based interviews to elicit in-depth client
information from 11 individuals who have visited or purchased from the café. This was
appropriate as an in-depth description of client experiences was required.
Furthermore, it prevented physical interaction during the COVID-19 pandemic.
Findings indicated both the positive and negative atmospheric variables within Seattle.
However, Seattle’s overall store atmosphere resulted in a positive customer
experience, thus, resulting in a favourable perception of the brand. In addition,
recommendations have been made as to how the brand cam improve the
atmospherics in order to retain existing clients and attract new ones.
