The purpose of this study is to investigate older shopper behavior in a retail environment. The study focused on how the environment elements of supermarket stores influence older customers to interact with other customers when they shop for groceries.
Various qualitative research techniques were undertaken, including interviews with retail architecture experts, store employees, a psychologist and a gerontologist; in addition, five interviews followed by three focus groups were conducted with older shoppers in Brazil.
Customer-to-customer interactions that are related to the environment elements of supermarkets tend to influence the shopping experience of the older shoppers, which has an impact on satisfaction. Although some customers may value social contact, some interactions can involve discomfort and embarrassment.
The study sheds light on the understanding of the influence of the environment elements of supermarket stores on customer-to-customer interactions, and it proposes such interactions to be a relevant strategy that is used by older customers to maximize their satisfaction, although such strategies can also lead to dissatisfaction.
The findings provide insights regarding the specific needs of older customers in a supermarket context, associated with the design and ambient elements of the store environment, which can be valuable for retailers and policy-makers.
Considering the limited understanding of older shoppers and their experiences, this study provides a thorough understanding of how the retail environment can influence customer-to-customer interactions that involve older shoppers. Moreover, the study captures how interactions, which are influenced by the retail environment, can result in dissatisfaction; however, such interactions can also be used by older customers to modify their satisfaction with the shopping experience.
Tomazelli, J., Broilo, P.L., Espartel, L.B. and Basso, K. (2017), "The effects of store environment elements on customer-to-customer interactions involving older shoppers", Journal of Services Marketing, Vol. 31 No. 4/5, pp. 339-350. https://doi.org/10.1108/JSM-05-2016-0200
Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited