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Impact of customer engagement strategies on shopping in the physical environment: retail stores and online portals (in Delhi and Santa Clara County)

Author

Listed:
  • Ishita Sachdeva
  • Sushma Goel

Abstract

The physical environment in retail store includes the store exterior, store interior, layout and design, point-of-purchase display, human variables, and customer service features. The physical environment in online portal includes virtual atmospherics, virtual theatrics, virtual layout and design, virtual social presence, and functional features. Retailing that engages customers purposefully either offline, i.e., retail store or online, i.e., online shopping portal, creates a long-lasting impression on them. The present research is attempting to explore the physical elements of shopping environments that influence customers, engage them in several activities and enhance their experience in Delhi, India and Santa Clara County, USA.

Suggested Citation

  • Ishita Sachdeva & Sushma Goel, 2024. "Impact of customer engagement strategies on shopping in the physical environment: retail stores and online portals (in Delhi and Santa Clara County)," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 31(3), pages 291-309.
    • Handle: RePEc:ids:ijicbm:v:31:y:2024:i:3:p:291-309
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