Store Interior Design Appeal Scale

What it measures

Six items capture how customers evaluate the interior design elements of a physical store -- the comfort and style of furniture, the appeal of decorative choices, layout preferences, store cleanliness, and overall interior attractiveness. The scale is distinguished from ambient environment measures (which focus on sensory cues such as lighting and music) by its emphasis on visible design elements and spatial organisation that affect aesthetic appreciation of the interior space.

Scale items

• The furniture at this store is comfortable.
• I like the interior decorating (e.g., style of furniture) at this store.
• I like the layout of this store.
• The store is kept clean.
• The store looks attractive.
• The interior of the store was appealing.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Items were developed by Dagger and Danaher (2014) drawing on prior servicescape and service quality literature by Baker, Grewal, and Parasuraman (1994) and Dabholkar, Thorpe, and Rentz (1996). Two of the six items refer specifically to furniture; if the scale is applied in a retail setting where furniture is not present or is not a salient feature (e.g., a grocery store or pharmacy), these items should be replaced with contextually appropriate alternatives and the scale should be re-evaluated psychometrically before use. AVE of .76 and alpha of .94 indicate strong convergent validity and internal consistency.

Recommended companion scales

Citation

Dagger, T. S., & Danaher, P. J. (2014). Comparing the effect of store remodeling on new and existing customers. Journal of Marketing, 78(3), 62-80.

Keywords