Examining the Moderating Effects of CRM on Retail Atmospherics-Shopping Behavior Link
Retail atmospherics have been well studied to have both functional and emotional impact on the behavioral intent of shoppers. The usage of well-orchestrated retail service-scape with its expanding canvas, both inside and outside the retail premise, has been targeted to induce subliminal perception of comfort and convenience in the mind of shoppers. Modern retail practice has incorporated Customer Relationship Management (CRM), a pivotal business analytical process, to strengthen their interaction with shoppers. This paper attempts to gather empirical evidence on the possible mediating effects of CRM dimensional performance on the emotional orientation of shoppers, apprehended to be antecedent to favorable shopping behavior.