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Customer journey is more omnichannel than ever. Currently, one of the most influential omnichannel behaviors is research shopping in its two predominant forms: webrooming and showrooming. The purpose of this study is to determine the possible moderating effect of each of these behaviors from a cognitive-affective perspective.

The proposed theoretical framework was applied to a sample of 636 mobile phone users.

The results indicated that research shopping moderated the intensity of the relationship between emotions and perceived value and between emotions and satisfaction. The analysis of the moderating effect of each concrete type of research shopping behavior indicated that negative emotions had a more intense negative effect on perceived value and satisfaction in the case of webrooming than in the case of showrooming.

This study focused on determining the possible moderating effect of research shopping vs one-stop shopping and webrooming vs showrooming on the intensity of the relationship between emotions, perceived value and satisfaction, considering determining factors of customer engagement to retailers (Han and Jeong, 2013). To achieve this objective, the authors performed a quantitative research in the Spanish market, choosing mobile phones as a reference product. The results will contribute to the current state of omnichannel retailing research by the analysis – through a cognitive-affective approach – of the consequences that research shopping and each of its two basic types (webrooming and showrooming) have on retailers.

El proceso de compra de los clientes es más omnicanal que nunca. En la actualidad, uno de los comportamientos de compra omnicanal más influyentes es el denominado research shopping en sus dos formas predominantes: el webrooming y el showrooming. El objetivo principal de este estudio es determinar el posible efecto moderador de cada uno de estos comportamientos desde una perspectiva cognitivo-afectiva.

El marco teórico propuesto se aplicó a una muestra de 636 usuarios de teléfonos móviles. Asimismo, se realizó un análisis multigrupo para comparar si existen diferencias entre los consumidores que realizan research shopping y los compradores unicanal, así como entre los webroomers frente a los showroomers.

Los resultados muestran que la conducta research shopping modera la intensidad de la relación entre las emociones y el valor percibido, y entre las emociones y la satisfacción. El análisis del efecto moderador de cada tipología concreta de research shopping evidencia que, en el caso del webrooming, las emociones negativas tienen un efecto negativo sobre el valor percibido y sobre la satisfacción más intenso que en el caso del showrooming.

Este estudio contribuye al estado actual de la investigación sobre la estrategia omnicanal mediante el análisis −a través de un enfoque cognitivo-afectivo− de las consecuencias que el research shopping y cada una de sus dos tipologías básicas (webrooming y showrooming) tienen para los minoristas.

Research shopping, Webrooming, Showrooming, Emociones, Valor percibido, Satisfacción

Trabajo de investigación

This paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both the perceived usefulness and the perceived ease-of-use, as well as by the consumer's personal predisposition to exploratory information seeking and acquisition.

The fashion retailing environment is more omni-channel than ever before. The two predominant omni-channel behaviours are webrooming and showrooming. Taking as its basis the technology acceptance model (TAM) and the concept of exploratory consumer behaviour.

The results obtained from a sample of 847 apparel shoppers (462 webroomers and 385 showroomers) show that the higher perception of the usefulness and ease-of-use of omni-channel buying processes, the higher the intention to develop both webrooming and showrooming behaviours. Additionally, the perceived ease-of-use exerts an additional indirect effect on the intention of developing these omni-channel behaviours through perceived usefulness. Finally, exploratory information seeking and acquisition have a relevant influence on webrooming intentions, but not on showrooming.

The authors’ research contributes to the literature on consumer behaviour in the fashion sector by testing a model to explain the intentions of individuals to adopt webrooming and showrooming, incorporating different psychographic variables linked to the use of ICT and the development of an exploratory consumer behaviour.

The aim of this study is to analyze in depth the possible influence of a firm's market orientation on its own attitudinal loyalty toward a supplier.

An empirical study was carried out through two structured surveys of 141 industrial firms. Data were compiled in two stages (with a time lag of one year). The time lag instituted between the collection of market orientation data and the other model constructs alleviates the common method problem.

The results show that the direct influence of the buyer's market orientation on attitudinal loyalty is negative but that an indirect positive effect also exists through communication, conflict, satisfaction, and trust. The research also reveals that these results are not contingent on the buyer's dependence on the supplier.

This study's main contribution consists of shedding new light on the intense marketing debate about the effects of market orientation.

Practitioners can use the findings of this research to segment their customer base and develop specific programs adapted to each target.

The present work is the first to directly address the influence of a firm's market orientation on its attitudinal loyalty toward its strategic suppliers. Structured academic research on this topic is lacking, even though more firms are market‐oriented because of increasing competition, which means that the interest of suppliers in the effects of this orientation will become more pronounced.

Analyses the training demand in the retail sector based on the study of a representative sample of small‐sized retailers. By means of probit models a set of hypotheses developed from the basic assumptions of the human capital theory are tested. Four models of training demand are considered: probability of attending a training course in the near future, probability of having attended in the past, probability of being willing to follow multimedia and correspondence courses, and probability of repeating the experience of attending another training course in the near future. In particular, we determined how the retailer’s age, sex, educational level and the business sector, location and size, the quality of training previously received, the suitability of the costs and scheduling of the training courses, among other variables, significantly influence the probability of small‐sized retailers attending training courses.

The aim of this work was to analyse the relationships between three types of variables: consumer attitude towards a generic product – honey; the perceived quality of the specific brand consumed; and the satisfaction with this brand. The paper first tests the effects the different perceived quality dimensions exercise on satisfaction. Second, the paper proceeds to analyse the influence of attitudes, on the one hand, on the different quality dimensions and, on the other hand, on the effects of such dimensions on satisfaction.

The purpose of this paper is to analyse the important role of training (specifically, training relevance and training transfer) in enhancing franchisor-franchisee relationship satisfaction, and its influence upon customer performance (e.g., customer satisfaction, quality service), all driven by an internal marketing (IM) culture.

An empirical study consisting of a questionnaire was conducted on a final sample of 157 individuals who are members of the franchise system. Structural equation modelling (SEM) was used to test the research hypotheses.

The results reveal that IM culture has a direct influence on training relevance; likewise, training relevance provides a positive and significant effect on training transfer, which does directly affect franchisor-franchisee relationship satisfaction and at least also impacts indirectly on customer performance.

In order to ensure the success of the franchise system and customer satisfaction, all franchise parties should take a proactive role in the configuration of the training programmes. This proactive role should be conformed based on an IM culture developed properly by the franchise to strengthen a successful long-term relationship.

This paper provides an innovative approach to strengthen the franchisor-franchisee relationship through training based on the IM culture. This exploratory study integrates different theoretical frameworks that, to our knowledge, have not been linked, such as IM culture and franchise literature, considering the franchisee as an internal customer who has an influence on external customer satisfaction, with training and training transfer as essential key factors.

The expanded use of mobile devices for shopping has made mobile showrooming a frequent practice among omnichannel shoppers. This paper aims to shed light on the role of mobile dependency and uncertainty reduction strategies together with the motivation of getting the best value for money in showrooming behaviours and user-generated content (UGC) creation.

Data were collected by means of a questionnaire answered by 659 shoppers in two product categories: clothing and consumer electronics. The research model was tested through partial least squares.

The results suggest that mobile showrooming attitude is positively affected by mobile dependency, value consciousness and need for touch, and negatively by perceived risk of mobile shopping. The results also reveal how UGC is created by showroomers and suggest this behaviour is linked to mobile dependency in the clothing category.

All the individuals in the sample had some experience in showrooming, which could affect the results regarding showrooming attitude and intentions. Future research should consider the role of experience and also validate the results across a larger number of product categories.

Mobile showrooming is a challenge for multichannel retailers. This paper reveals certain ways in which multichannel retailers could deal with showroomers as potential customers.

This study is the first to analyse the role of mobile dependency in showrooming and the chain of effects towards mobile showrooming attitude, behaviour and UGC creation in two different product categories.

The purpose of this paper is to address a theoretical and methodological framework to validate a model for explaining social responsibility in cooperative societies.

A qualitative methodology based on the assessment and agreement of an expert panel has been used. More exactly, a Delphi technique will help achieve agreement about the set of indicators previously defined and to get a single and agreed definition.

The results consist of a consensus scale for each variable of the proposed model. This unanimity in the opinions about the final result will be the basis for further quantitative treatment of the proposed conceptual model.

Limitations derive from the initial state of the study and the need to practical analysis.

Cooperative societies could have a way to analyze their position related to social responsibility. In general, contributions to social responsibility have improved, in particular, in the field of these entities.

The paper contributes to properly measure the variables of the conceptual model. The main variable of analysis, called Orientation to Social Responsibility in Cooperatives (OSRCOOP), is not directly observable, and it is necessary to measure it through a set of indicators. Likewise, with the other strategic variables with which OSRCOOP is related to the model proposed (member satisfaction, innovation, quality of service and cooperative outcome or performance).

Dynamic capabilities (DCs) upgrade operational capabilities. However, DC dimensions of sensing, seizing and reconfiguring may combine in different configurations that result in alternative outcomes, depending on the firm's lifecycle stage. The purpose of this research is to explore configurations of DC dimensions during different stages of firms' lifecycles that result in operational marketing and technological capabilities.

Given the limited understanding of how DC dimensions and operational capabilities interact across a firm's lifecycle, the authors employed a multi-method approach to understand whether different configurations of DC dimensions may lead to operational marketing and technological capabilities and how the firm's lifecycle may condition these configurations. The authors first apply PLS path modelling to assess the validity and reliability of the measures. Then, the authors use fuzzy-set qualitative comparative analysis (fsQCA) to analyse micro, small and medium-sized enterprises (SMEs) in different growth stages operating in the creative industry within highly competitive and fast-changing environments.

Results show that several configurations of DC dimensions and competitive intensity influence marketing and technological capabilities. Although several configurations include sensing, seizing and reconfiguring, the findings also point to configurations where not all DC dimensions are present.

Improving operational capabilities does not necessarily imply a simultaneous presence of all three DC dimensions. Especially in the growth stage, managers that face resources shortage may only focus on sensing and seizing dimensions when developing marketing capabilities.

This research focuses on configurations of DC dimensions (instead of configurations of different types of DCs) that generate diverse marketing and technological capabilities development paths. The authors provide several equifinal configurations of DC dimensions that lead to operational marketing and technological capabilities. This study contributes to disentangling DCs and their dimensions across different lifecycle stages.

This paper has three objectives: first, to analyse the effects of organisational learning on customer value creation capability; second, to develop a better understanding of how organisational learning influences business performance; and third, to examine the moderating role that market turbulence plays in the learning‐value connection.

According to the objectives of the research, and from an extensive review of the literature, the paper develops and tests a conceptual model on a sample of 181 Spanish manufacturing companies by means of a structural equation system.

It is demonstrated that the manufacturer's organisational learning is a direct and positive antecedent of customer value creation capability, understood from a functionalist perspective. It is also confirmed that this organisational learning directly enhances the manufacturer's business performance. In contrast, the paper cannot confirm that the learning‐value connection is stronger when there is high market turbulence.

The research is one of the first studies to examine and confirm the effect of the manufacturer's organisational learning on customer value creation capability, understood from a functionalist perspective. It is also pioneering in providing empirical evidence that market turbulence does not moderate the aforementioned causal connection.