Researching the social environment in the retail is common to find researches focusing on the traditional types of interaction, such as customer-employee, companyemployee and company-customer (BITNER, 1992; BAKER et al, 2002; TURLEY; CHEBAT, 2002; TSIROS; PARASURAMAN, 2006). Considering that marketing studies traditionally have been explored the dyad relation between employee-customer (MEHRABIAN; RUSSEL, 1974; BITNER, 1992), little is known upon the results of the customer-customer interaction - CCI (ROSENBAUM; MASSIAH, 2007). Also, is noticed that almost nonexist studies upon CCI at the retailer context. However, since the interaction among customers corresponds to one of the main factors of the social dimension of retail?s environment (PUCCINELLI et al, 2009), it has been the scenario chosen to a discussion about CCI. As the design?s elements of retail store?s environment are capable to exert influence in the satisfaction and attitude of the customers (TURLEY; CHEBAT, 2002), there is a challenge to discuss how these elements could influence an CCI. Through the theoretical revision is possible to infer that are many designs elements capable to influence the CCI.The facilities to repose and to organization?s access; the layout; the furniture?s disposal; the indicators devices inside the organization; the checkout?s disposal (aiming to avoid lines and people?s agglomeration); the port price list, among other factors could influence CCI in a positive or negative way. The adequate configuration of these factors in the retail?s context could prevent inadequate customers behaviors like complaints, accidents and impulsive attitudes. Is noteworthy that a starting point to formulate retail?s business strategies is the recognition of setting variables as important factors to the market segmentation (GONZÁLEZ-BENITO; MUÑOZ-GALLEGO; KOPALLE, 2005). From among the various segments that compound the consumers universe, detaches the old age?s group, which is becoming a respectable contingent of customers, as through the population viewpoint, as the economic viewpoint. However, there are little information that the field?s business has over its behavior, necessities and desires. Thus, this work seeks to understand how the old age?s customers interact with other customers in the retail?s context and to identify the design?s factor of stores environment of supermarket?s retail relevant to this public.These topics have been approached through depth interviews, made with three professionals, specialized in architectonic projects of store?s environment of supermarket?s retail and with a teacher and 8 consultant in retail?s area. To analyze in which situations occurs the interaction between the old age?s customers with the others customers and to identify the roles assumed by customers found in the stores environment of supermarket?s retail became necessary to investigate the viewpoint of the old age?s customers. The discussion of three focal groups plus the five interviews have made in depth with the old age?s customers provided subsidy to analyze the influence of the design?s factors of the of store?s environment of supermarket?s retail in the CCI, which corresponds to the general target of this dissertation. This work has contributed with the literature raising which design?s factors that influence the CCI in the supermarket?s retail store, once studies that approach in specific this theme haven?t been found in the theoretical revision.The findings of this study point that the design?s factors of the of store?s environment of supermarket?s retail could influence the CCI in a satisfactory or unsatisfactory way, which have been already pointed by literature. However, not all design?s factors that influence the CCI raised in the research of this work are mentioned in literature, as in the case of the entrance and exit in the supermarket, the parking access, the access to trolleys and baskets shopping, the line go through check-out, the lines in the several supermarket?s sections and the specific spaces to people get together. The analysis of the information collected in the research is described in the results block. The final considerations, found at the end of this dissertation, bring relevant implications academic and managerial, contributing to the rising of researches that approach this issue.
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