Consumer responses to shopper solutions in service settings
ISSN: 0887-6045
Article publication date: 26 May 2020
Issue publication date: 5 April 2021
Abstract
Purpose
Retailers are continuously seeking to improve upon the in-store shopping experience for their customers. The present research aims to examine consumers’ responses to one such initiative – the shopper solution – that, despite its growing marketplace prominence, remains largely unexamined in academic literature.
Design/methodology/approach
Two studies employed a 2(shopper solution: present vs. absent) between-subjects design. MANOVA and regression analyses were used to test hypothesized relationships.
Findings
Findings across two studies reveal that the presence (vs absence) of solutions positively influenced shoppers’ perceptions of shopping convenience, as well as their purchase intentions. These favorable effects also extended to the provider in higher word-of-mouth and loyalty intentions. Shopping convenience was identified as the mechanism underlying the impact of solutions, while “smart shopper” self-perceptions were shown to moderate these mediating effects.
Practical implications
Shopper solutions represent a low-cost, in-store marketing tactic that enhances shopping convenience. They are easy to implement, result in little to no overhead costs and can benefit both shoppers and retailers.
Originality/value
To the best of the authors’ knowledge, this research represents the first academic examination of the impact of shopper solutions. The authors identify key mediating and moderating influences of the effects of solutions.
Keywords
Acknowledgements
The authors would like to thank the Behavioral Business Research Lab and the Sam M. Walton College of Business at the University of Arkansas for supporting this research. They also thank Scot Burton and Yao Jin for their helpful comments on previous versions of this manuscript.
Citation
Thomas, A.M., Newman, C.L., Finkelstein, S.R., Cho, Y.-N. and Cascio, A. (2021), "Consumer responses to shopper solutions in service settings", Journal of Services Marketing, Vol. 35 No. 2, pp. 237-247. https://doi.org/10.1108/JSM-08-2019-0287
Publisher
:Emerald Publishing Limited
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