Examining the impact of consumers’ showrooming behavior on sales staff job conditions: insights from the Indian apparel retail sector

Abstract

Purpose

This research aims to investigate the showrooming phenomenon in the context of the evolving omnichannel shopping landscape, which seamlessly integrates both physical and online retail channels. Showrooming, wherein customers browse products in physical stores but ultimately purchase from online competitors, poses a potential threat to the job security and job satisfaction of sales staff in brick-and-mortar (B&M) stores. To address this issue, this study explores the relationship between showrooming, self-efficacy, sales performance, job insecurity and job satisfaction of sales staff, using the job demands-resources (JDR-R) model as a theoretical framework.

Design/methodology/approach

This research employs quantitative research methods and gathers data from 219 sales staff working in Indian retail stores. Structural equation modeling is used to test the proposed hypotheses.

Findings

The results indicate that showrooming is associated with a decrease in the self-efficacy, sales performance and job satisfaction of sales staff. Furthermore, the result indicates that showrooming is positively associated with increased job insecurity among the sales staff.

Originality/value

This study offers valuable contributions to existing literature and offers insights for both retailers and salespeople regarding the potential repercussions of showrooming. It also suggests coping strategies to address the challenges posed by showrooming and the behavior of showroomers.

Citation

Kumar, M., Gahlawat, N., Singh, S., Chamola, P., Kala, D. and Paliwal, M. (2024), "Examining the impact of consumers’ showrooming behavior on sales staff job conditions: insights from the Indian apparel retail sector", American Journal of Business, Vol. 39 No. 4, pp. 193-210. https://doi.org/10.1108/AJB-11-2023-0190