GOOD AND BAD SHOPPING VIBES - SPENDING AND PATRONAGE SATISFACTION

This research addresses appropriately evaluating resource investments aimed at improving customer mood through atmospherics. A structural eq uations approach is wed on a sample 375 mall consumers to test relevan t hypotheses. The results of the study suggest that consumer emotions have a ''dual'' impact. Whereas consumers' in-store mood does influenc e spending, it has a considerably greater effect on customer satisfact ion with the retailer Further, the study shows that negative shopping moods affect satisfaction with greater efficacy than do positive moods . Implications for developing customer loyalty and suggestions for fur ther research are discussed.