The purpose of this paper is to understand specific drivers of customer loyalty, experience, and physical appearance of a store. Based on the papers and studies that I have reviewed, I have identified different sub-categories within the criterion “physical appearance,” and argue that the notion of physical appearance should not be understood as a single homogeneous criterion. I have also shown that sub-categories such as visual diversity of store employees, in-store design, in-store signage and even logistic performance can all have some levels of impact, mostly positive, on customer loyalty. I have also tried to understand some possible mechanisms as to how these aspects can have positive impact on customer experience to see how retailers can in turn improve their service.
Jiang, Sin Jie, "Physical Appearance in Retail Service: Impact on Customer Loyalty and Experience" (2017). MBA Student Scholarship. 59.