Advisers

Eugenio P. Bayani Jr., LPT, MBA

Discipline

Business administration

Abstract

In the current competitive retail environment, customer experience is significantly associated with purchasing behavior and satisfaction. Motorcycle stores function not only as retail outlets but as experiential spaces where layout, lighting, product arrangement, and ambiance relate to customer perception and interaction. A well-organized environment may encourage product exploration and support buying confidence. This study examined the relationship between store layout and ambiance, customer purchase behavior, and satisfaction at Probikes Motorcycle Center in Novaliches, Quezon City. A descriptive-correlational research design was used. Twenty customers were selected through purposive sampling to ensure they had actual shopping experience in the store. Data were collected using a validated structured questionnaire measuring layout, ambiance, purchasing behavior, and satisfaction. Frequency and percentage described the demographic profile, weighted mean determined perception levels, and Pearson’s r measured relationships among variables. Results showed that 60% of respondents were male and 55% were aged 18–25, indicating strong appeal to young adults. Customers generally rated the store layout and ambiance as satisfactory. Ease of navigation and product display received positive evaluations, showing that items were easy to locate and well arranged. The layout was also associated with purchasing behavior, particularly with attention to higher-priced models. Overall satisfaction was rated satisfied, and intention to recommend was very satisfied. Correlation analysis revealed a weak positive relationship between store layout, purchasing behavior, and satisfaction. The findings suggest that layout and ambiance positively support customer experience but are not the main determinants of purchase decisions. Pricing and service quality may have stronger associations with purchase decisions. Improvements in signage, ventilation, and product placement are recommended to sustain customer engagement and satisfaction.

Keywords

customer satisfaction, purchasing behavior, store layout