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  1. 1. The role of the perceived servicescape in a supermarket. : The case of ICA MAXI, Jönköping, Sweden.

    Magister-uppsats, IHH, Marketing and Logistics

    Författare :Maria Maciejewska; Egle Cicenaite; [2012]
    Nyckelord :Mehrabian Russell Stimulus-Organism-Response model; Bitner’s framework of servicescapes; environmental factors in a supermarket; customers in Sweden; ICA MAXI;

    Sammanfattning : As many buying decision are made in retail stores, it is interesting to investigate which factors, such as noise, lighting, music, colour, layout or visual communication have a significant influence on customers’ behaviour in a supermarket. Since only a few studies have been conducted among customers in Sweden, this paper examined their behaviour in the supermarket. LÄS MER