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

Authors: Ishita Sachdeva; Sushma Goel

Addresses: Lady Irwin College, Delhi University, India ' Lady Irwin College, Delhi University, India

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.

Keywords: retail stores; online portals; physical environment; customer engagement.

DOI: 10.1504/IJICBM.2024.137285

International Journal of Indian Culture and Business Management, 2024 Vol.31 No.3, pp.291 - 309

Received: 31 Dec 2021
Accepted: 07 Jan 2022
Published online: 11 Mar 2024 *

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