User:JosebaAbaitua/sandbox/References/DHum2021/NUÑEZ BILBATUA, Oihana

In the last years, it has become very important for shopping centre to create experienc es for their clients (Gilboa & Rafaeli, 2003). While clients are buying in shopping centers, clients experience different type of feelings, such as, happiness, anger, worry, frustration or euphoria, among the others (Machleit & Eroglu, 2000).

The reason of those feelings can be very different depending the person; nonetheless, businesses are able to control some variables that cause them (Folkes, 1988). For example, sellers‟ behaviour or environmental variables (music, temperature, lighting, distribution, space, relationship with other customers, etc.) can affect in people‟s emotions. Controlling them, the shopping behaviour of the customer could change benefiting the revenues of the shopping centre (Wakefield & Baker, 1998). Being aware of the importance that people‟s feelings have in their buying behaviour, our actions pretend to create experiences for customers that make them feel important and unique, gaining in that way their loyalty.

References: