Innovation through tradition. Relationship between customer satisfaction and interior design elements in commercial spaces in Tehran

With increasing the population growth in growing cities, demanding for buy and sale spaces and the use of that is also increasing. This demand has caused the owners and operators of commercial centers to follow the different solutions for selling more. One of the important issue that could have a high impact on customer attraction is having awareness and data of visitor attitude and satisfaction toward the interior space and in total to the inner environment of buy and sale spaces. Generally if the interior design of commercial centers would be principled and attractive it could have been more effective for customer attraction. Testing this hypothesis, which is between customer satisfaction and the observance amount of interior design elements, there is a meaningful relationship. For answering to the asked questions and reaching the defined goals in this research, 212 person among all visitors of Rosha Center, Sam Center and Kourosh Complex, who had tendency to assist for this study were randomly chosen. The gathered information of this questionnaire which is consist of 49 question were analyzed by SPSS application. Based on hypothesis, questions and defined goals for every question, the frequency distribution table and the chart were set. And for the determining the differences between observed frequency the Chi-squared test was performed. The results showed that all the interior design elements had effect of 95 % assurance in customer satisfaction. In order to define the contribution of each element, the Multiple Regression with stepwise method was conducted. The results announced the role of each element as follows. 1-ADVERTISING. 2- LIGHTING 3- GUIDANCE 4- MATERIAL 5- FRNISHING 6- MUSIC 7- OLFACTORY 8- COLOR 9- TEMPERTURE 10- STAFF BEHAVIER