Brand Building Behaviors in Premium and Luxury Retail Store: Sale Assistant Physiological Responses to Experiences during the Selling Ceremony

The purpose of this research is to understand how the sale assistant (also called sale associate) can influence the customer purchase decisions, and what specific behaviors during the service encounter generate engagement and frustration. To do so, after the literature review, the research analysis is divided in two studies. Firstly, the quantitative study assesses the sale assistant peripheral physiology responses during the service encounter in the retail premium-luxury store, in order to understand how they influence customer purchase decisions. In the second observational study, this research observes the Brand Building Behaviors inside the script of the Selling Ceremony to analyze the positive and negative physiological impact and where these behaviors are located during the service encounter.