Which Dimensions of the Store Environment Irritate Customers? Evidence from three Retail Settings

Most previous studies on store atmospherics have focused on their impact on positive emotional customer responses. However, less pleasurable shopping experiences may also generate negative affective responses. This research investigates the effect of shopping environment on customers’ irritation level and satisfaction across three retail sectors. We survey customers after a shopping experience in either a grocery- (n = 150), fashion- (n = 183), or electrical appliances retail stores (n = 156). Our results demonstrate that design and social aspects of the store are the most irritating. Customers’ irritation decreases their satisfaction. However, these effects depend on the retail sector considered.