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The impact of physical changes on customer behavior

机译：物理变化对客户行为的影响

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Purpose - This paper's aim is to determine whether shopping, facilities in a waiting area influence customer behaviour and whether these behaviours positively-influence their satisfaction and related sales of the displayed products.Design/methodology/approach - The approach used was a field experiment. At two sites patient behaviours were directly observed before a reconstruction of waiting areas during two weeks; at both sites a two-week follow-up was performed after the reconstruction. The responses of patients were surveyed in a convenience sample in the same periods of weeks and the data on sales were collected with desk research.Findings - In comparison with waiting areas that were almost empty, customers in a waiting area with shopping facilities had more interaction with the physical environment, experienced a shorter wait, were more satisfied with the prompt taking of orders, and spent more money.Practical implications - Organizations seeking to positively influence patient behaviour during the wait should take into account the quality of facility design of waiting areas and, if well chosen,these facilities can also be used to positively influence satisfaction and sales.Originality/value - This paper integrates theories from environmental psychology, marketing, and operations management in facility design to improve the properties of a waiting area, and by doing so,improve behaviour, satisfaction, and sales of customers. The study aims to inform marketers in the pharmacy shop sector allowing them to increase interaction with the shopping environment, improve customers' satisfaction, and raise customers' expenditures with facilities.
机译：目的-本文的目的是确定购物，等候区的设施是否会影响客户的行为，以及这些行为是否对所展示产品的满意度和相关销售产生正面影响。设计/方法/方法-使用的方法是现场试验。在两个地点的两个地点重建之前，直接观察了患者的行为；重建后，在两个地点进行了为期两周的随访。在同一周的同一时间段内，在方便性样本中对患者的反应进行了调查，并通过案头研究收集了销售数据。发现-与等候区几乎是空的相比，拥有购物设施的等候区中的顾客之间的互动更多实际环境-寻求积极影响患者在等待过程中的行为的组织应考虑到等待区域的设施设计质量原始性/价值-本文将环境心理学，市场营销和运营管理的理论整合到设施设计中，以改善候车区的性能，并通过以下方式进行：这样做可以改善客户的行为，满意度和销售。该研究旨在向药房商店的营销人员提供信息，使他们能够与购物环境互动，提高客户满意度，并通过设施增加客户支出。

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