Vol. 6, Issue 2, Part C (2024)

The paper investigates key factors influencing customer satisfaction in the retail environment, focusing on physical experience, affective experience, and operational aspects such as store convenience and storage space. Using regression analysis, we examine the impact of affective experience (AE), cognitive experience (CE), and physical experience (PE) on customer satisfaction, revealing that both AE and PE significantly contribute to satisfaction, with PE having a slightly stronger effect. Additionally, correlation analysis demonstrates a significant positive relationship between store convenience and customer satisfaction (Pearson correlation = 0.545) and between storage space and customer satisfaction (Pearson correlation = 0.620). However, the relationship orientation of staff shows a lower correlation (Pearson correlation = 0.362) with customer satisfaction, indicating a less significant impact. The results suggest that while physical and emotional aspects of the retail experience are crucial, practical elements like convenience and effective use of storage space play a vital role in enhancing customer satisfaction. These findings offer valuable insights for retailers aiming to improve customer experience through targeted operational improvements. By prioritizing enhancements in store layout, accessibility, and inventory management, while maintaining adequate staff interactions, retailers can foster higher levels of customer satisfaction and loyalty.