Retail crowding: meta-analysis of contextual and cultural moderators

Abstract

Purpose

Although academics and retail managers share a common belief that crowded stores generate more sales, there is a growing concern about the negative impact of retail crowding on customer relationship management (CRM). This research aims to understand the underlying processes driving the effect, and it explores potential moderators that may mitigate the negative effects on consumer satisfaction.

Design/methodology/approach

This research employs a meta-analysis on retail crowding effects and potential moderators.

Findings

The integrative model of retail crowding reveals that social needs, crowd similarity, crowd expectation and uncertainty avoidance mitigate the negative retail crowding effects on satisfaction.

Research limitations/implications

The authors advance the retailing literature by synthesizing recent studies on retail crowding. The findings also provide a clearer understanding of the mediating role of negative emotions in the relationship between retail crowding and satisfaction.

Practical implications

This research offers guidance for retail managers on how to mitigate the harmful effects of crowding on customer satisfaction.

Originality/value

This research contributes to the retailing literature and offers guidance for retailers on how to mitigate the harmful effects of crowding on cvustomer satisfaction. Our moderation analyses provide insights into how and when crowding drives consumer satisfaction.

Citation

de Oliveira Santini, F., Ladeira, W.J., Pinto, D.C., Herter, M.M., Mattila, A.S. and Perin, M.G. (2022), "Retail crowding: meta-analysis of contextual and cultural moderators", Marketing Intelligence & Planning, Vol. 40 No. 1, pp. 57-71. https://doi.org/10.1108/MIP-03-2021-0076