Purpose: The purpose of the current research is the design 
style of the interior environment of retail stores from a cultural 
point of view.
Materials and methods: The research is mixed in terms of 
nature, inductive-deductive and research design. Also, the 
statistical population in the qualitative section is 14 academic 
experts and experienced managers, and in the quantitative 
section, it includes 384 customers of convenience stores in the 
provinces of North Khorasan, Mazandaran, and Gilan. and 
Golestan, which were investigated by the available sampling 
method. The tool for collecting quantitative data is a 
questionnaire. Finally, in order to validate the model, in the 
qualitative method of MAXQDA software and in the 
quantitative method of structural equation modeling (SEM) 
based on partial least squares approach by Smart PLSR 
statistical software and to determine the reliability of 
Cronbach's alpha and composite and soft reliability. SPSS 
software was used.
Findings: The results showed that internal environment 
factors, store area design, management factors, store products, 
support activities, customer (demographic, individual, 
psychological and cultural) characteristics, facilitating and 
inhibiting intervention factors and the consequences of 
customers and the store on the environment The store has a 
positive and significant effect.
Conclusion: Since customers are the only real assets of 
businesses and the long-term survival of a business depends 
on the ability to meet customers' needs and provide superior 
value and satisfy them, evaluating customer expectations and 
buying behavior plays an important role in business strategy. 
and performs tasks.