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Article
Publication date: 27 October 2023

Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan

The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless…

Abstract

Purpose

The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

Design/methodology/approach

The study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.

Findings

The results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

Research limitations/implications

The study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.

Originality/value

This study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 12 March 2024

Xiaoyong Wei, Anwei Huang, Ruoyi Chen and Jiyue Yang

Retailers have recently leveraged store-loyal customers’ store attachment to maintain customer relationships and motivate patronage intentions. However, the COVID-19 outbreak has…

Abstract

Purpose

Retailers have recently leveraged store-loyal customers’ store attachment to maintain customer relationships and motivate patronage intentions. However, the COVID-19 outbreak has driven customer migration from offline to mobile channels. Mobile retail applications (APPs) have been used by numerous retailers to reach their customers. Nonetheless, it has yet to be determined (1) whether store attachment can facilitate (or impede) the adoption of mobile retail APPs and (2) whether store-loyal customers will continue visiting offline stores in the post-pandemic era. To address these questions, we propose a theoretical account using integrated theories on trust transfer and store attachment.

Design/methodology/approach

We conducted multi-stage, longitudinal field surveys in two cities of mainland China: Beijing and Guangzhou. From two rounds of data collection, 237 and 103 responses were obtained in March 2022. Hypotheses were tested by partial least squares – structural equation modelling (PLS–SEM).

Findings

Results showed that customer trust in an offline retailer can be transferred to the retailer’s mobile APP at the pre-adoption stage, facilitating APP adoption. Notably, store-loyal customers who exhibited a strong attachment to the physical store of a retailer were more inclined to transfer their trust to the mobile APP of the retailer. This occurrence leads to an increased adoption rate, enhanced post-adoption satisfaction and increased inclination to continue (rather than discontinue) usage.

Originality/value

This study is the first to investigate the changes in store-loyal customers' shopping behaviour in the mobile retail era and in the post-COVID-19 pandemic recovery. Our findings elucidate the role of physical store attachment in the trust-transfer mechanism. Furthermore, store attachment may not prevent customers’ channel migration behaviour. Retailers may have to re-consider how to manage channel cannibalisation issues in the post-pandemic recovery.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 20 October 2023

Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan

Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the…

Abstract

Purpose

Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.

Design/methodology/approach

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

Findings

The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.

Research limitations/implications

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

Originality/value

This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

Article
Publication date: 29 March 2022

Hao Liu, Yu Mu, Xinhong Fu and Yuying Liu

Fresh products' homogeneity makes it difficult for grocery stores to differentiate themselves by improving product or service quality. This study analysed grocery store loyalty…

Abstract

Purpose

Fresh products' homogeneity makes it difficult for grocery stores to differentiate themselves by improving product or service quality. This study analysed grocery store loyalty from the perspective of self-congruence and compared the relative importance of affective attachment and lifestyle matching, which acts as a mediating mechanism in influencing customer loyalty.

Design/methodology/approach

Individuals in Shanghai, Guangzhou, Chengdu, Beijing and Xi'an; representative cities of China's east, south, west, north and central regions, responded to questionnaires. Altogether, 282 valid responses were obtained; structural equation modelling (SEM) was used to test the hypotheses.

Findings

The findings show that lifestyle congruence has a greater mediating effect than emotional attachment in the relationship between store-self congruence and grocery store loyalty. Furthermore, social self-congruence was the dominant dimension of store-self congruence that affects grocery store loyalty.

Research limitations/implications

The first important academic contribution of this study is the provision of knowledge on the issue of whether to focus on generating grocery store loyalty via the mediating effect of emotional attachment or lifestyle congruence. Furthermore, the empirical findings further clarify the boundary of brand attachment theory, demonstrating the limitation of this theory in explaining the mediating mechanism for self-congruence on loyalty in a context that sells low-involvement products in a collectivistic culture. Another academic contribution focuses on the examination of dominant dimensions of self-congruence.

Practical implications

This study provides a new strategy for grocery store managers to avoid the trap of homogeneous competition, namely, to clearly define consumers' social rather than personal identity. Additionally, grocery stores should focus on matching their image with target customers' lifestyles when building customer loyalty.

Social implications

This study's findings also shed light on public policy. Some implications could be increasing the layout rationality of retail commercial outlets to facilitate the interaction between grocery stores and community consumers and promoting the matching of grocery stores and consumer lifestyles. Such policies may boost grocery sales, which in turn would boost farmers' incomes.

Originality/value

Compared to previous studies, this study analysed the customer loyalty of grocery stores from the perspective of self-congruence, analysed the mechanisms by which self-congruence influences customer loyalty via the mediating effects of emotional attachment and lifestyle congruence and compared the relative significance of these two paths. Furthermore, this study clarified the relative importance of self-congruence dimensions in influencing grocery store loyalty.

Details

British Food Journal, vol. 124 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 18 March 2021

Mohammadbagher Gorji, Louise Grimmer, Martin Grimmer and Sahar Siami

The purpose of this study is to investigate the impact of physical and social retail store environment, referred to as “storescape”, retail store attachment and employee…

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Abstract

Purpose

The purpose of this study is to investigate the impact of physical and social retail store environment, referred to as “storescape”, retail store attachment and employee citizenship behaviour towards customers on customer citizenship behaviour.

Design/methodology/approach

The research employed a descriptive quantitative, cross-sectional design with a self-administered survey. Data were collected through an online research panel provider from 415 customers of department and discount department stores in Australia.

Findings

The findings show social storescape predicts customer citizenship behaviour directly, and that store attachment mediates the effect of both physical and social storescape on this behaviour. Employee citizenship behaviour towards customers was found to moderate the effect of storescape on customer citizenship behaviour. In addition, the effect of both positive physical and social storescape was found to be greater in discount department stores than department stores.

Practical implications

In addition to highlighting the factors that drive customer citizenship behaviour, the study shows that storescape factors and their effect vary for department stores versus discount department stores.

Originality/value

This study shows the effect of storescape on customer citizenship behaviour. Drawing on resource exchange theory, this study is the first-known to identify storescape as both physical and social resources which can influence retail store attachment and customer citizenship behaviour. The study provides new insights into the differential effect of storescape in department versus discount department stores in motivating customers to engage in citizenship behaviour. Further, the study makes an important contribution by demonstrating the moderating role of employee citizenship behaviour towards customers.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 7 October 2020

Mauricio Losada-Otálora and Jose Ribamar Siqueira

This study aims to introduce transformative place management – TPM – (defined as the deliberate efforts of place managers in commercial settings to provide a pool of restorative…

Abstract

Purpose

This study aims to introduce transformative place management – TPM – (defined as the deliberate efforts of place managers in commercial settings to provide a pool of restorative resources to improve the consumers’ emotional well-being) by merging the REPLACE framework and transformative service research. Additionally, this research analyzes the direct and indirect impacts of restorative resources as a form of TPM on consumers’ emotional well-being and place attachment, considering the moderating role of employee emotional labor.

Design/methodology/approach

A total of 240 customers were surveyed in an experience-based store in a developing country by using a questionnaire. Then, a moderated mediation model was applied to analyze the moderating role of employee emotional labor in the relationship between TPM and place attachment through consumers’ well-being.

Findings

TPM that provides restorative resources to consumers influences place attachment by improving consumer well-being. However, surface acting by employees reduces the ability of TPM to increase place attachment through the improvement of consumers’ emotional well-being. Deep acting, on the other hand, does not enhance the effect of TPM on place attachment through consumers’ emotional well-being.

Originality/value

This paper proposes new developments in the transformative service research (TSR) paradigm by introducing TPM. By showing how the place of consumption increases the well-being of customers, this paper helps TSR researchers to accomplish the purpose of transforming the lives of consumers through relevant research. Although marketing researchers and environmental psychologists have theoretically anticipated the positive effects on well-being from consumption settings, this paper explains how commercial places promote customer well-being through the provision of restorative resources. Also, this paper shows how the place of consumption transforms consumers’' lives and identifies some of the boundary conditions at which such a transformation occurs.

Details

Journal of Services Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 3 April 2023

Daniele Scarpi, Eleonora Pantano and Davit Marikyan

During emergencies and times of widespread social fear, such as wars and epidemics, society witnesses many instances of consumer misbehaviour (e.g. panic buying). Therefore, this…

Abstract

Purpose

During emergencies and times of widespread social fear, such as wars and epidemics, society witnesses many instances of consumer misbehaviour (e.g. panic buying). Therefore, this study aims to understand what drives consumers to enact socially irresponsible while shopping during emergencies.

Design/methodology/approach

This study employs a quantitative approach with 400 responses from consumers who shopped during the pandemic.

Findings

Results show a positive relationship between consumers' awareness of the negative social consequences of shopping misbehaviour and their ascription of responsibility, which is positively moderated by death-by-emergency-related anxiety. Ascription of responsibility, in turn, has a positive impact on socially responsible behaviour.

Originality/value

This research is the first to examine new applications of norm activation theory in retailing. Furthermore, this research is the first to extend the theory by examining psychological factors that may regulate socially irresponsible behaviour. The research demonstrates the significant role of anxiety and attachment in facilitating the impact of awareness of negative consequences and aspirations of responsibility in the retailing during emergencies.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 21 September 2010

Pavlos A. Vlachos, Aristeidis Theotokis, Katerina Pramatari and Adam Vrechopoulos

The purpose of the study is to investigate loyalty building and the creation of affectionate bonds in the consumer‐firm dyad.

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Abstract

Purpose

The purpose of the study is to investigate loyalty building and the creation of affectionate bonds in the consumer‐firm dyad.

Design/methodology/approach

The study relies on face‐to‐face personal interviews in the context of grocery store retailing.

Findings

The results identify the significant predictors of consumer‐firm emotional attachment to be firm trust, trust in employees, likeability of service personnel and likeability of co‐consumers, shopping enjoyment, self‐expressiveness, place dependence, and place identity. Consumers' self‐enrichment, self‐gratification and self‐enablement likely influence emotional attachment, which in turn is a strong predictor of behavioral loyalty and word of mouth. Attachment anxiety appears to multiply the effects of emotional attachment on behavioral loyalty and word of mouth.

Research limitations/implications

The cross‐sectional nature of the study precludes definitive conclusions concerning causality between the constructs utilized. The data come from the supermarket retail channel, limiting the generalizibility of the results.

Practical implications

As the results suggest that the consumer's self‐enrichment seems to be the most important factor in determining emotional attachment, managers should incorporate the notion of emotional attachment into strategic performance management systems.

Originality/value

The study incorporates the notion of consumer heterogeneity into the relationship anxiety construct, arguing in favor of a non‐additive consumer‐firm emotional attachment nomological network.

Details

European Journal of Marketing, vol. 44 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 January 2018

Faizan Ali, Woo Gon Kim, Jun (Justin) Li and Cihan Cobanoglu

Structural equation modelling (SEM) has increasingly been used by hospitality and tourism researchers to examine complex relationships. This paper aims to highlight the benefits…

2049

Abstract

Purpose

Structural equation modelling (SEM) has increasingly been used by hospitality and tourism researchers to examine complex relationships. This paper aims to highlight the benefits and limitations of SEM for hospitality and tourism research and compare its two main approaches, i.e. covariance-based SEM (CB-SEM) and partial least squares-SEM (PLS-SEM).

Design/methodology/approach

By using a comparative approach, this study parallels SEM’s two main approaches, i.e. CB-SEM and PLS-SEM, using three different examples from hospitality and tourism industry. Both the approaches are compared side by side in terms of assumptions, validity and reliability of measurement models, item retention and loadings, strength and significance of path relationships and coefficient of determinations.

Findings

The findings show that even though both methods analyse measurement theory and structural path models, there are relatively higher advantages for hospitality and tourism researchers in applying PLS-SEM.

Research limitations/implications

Because of the limitations of only using three examples, the results and trends generated in this study may not be generalized to all research in hospitality and tourism discipline. Moreover, the Likert scale has been used to measure the constructs in both the studies, which may have biased the results.

Originality value

This study is the first to compare the usage of both the SEM approaches in hospitality and tourism research. The findings of this study provide significant implications and directions for hospitality and tourism researchers to apply PLS-SEM in the future.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 6 July 2012

Johanna Gunnlaugsdottir

The purpose of this paper is to present the findings of studies conducted during the period 1986‐2010 in 75 Icelandic organizations on how employees classified or did not classify

4506

Abstract

Purpose

The purpose of this paper is to present the findings of studies conducted during the period 1986‐2010 in 75 Icelandic organizations on how employees classified or did not classify information and records.

Design/methodology/approach

A qualitative methodology was used, involving open‐ended interviews, participant observations and internal documentary material.

Findings

The studies revealed that very few of the organizations used a functional classification scheme (FCS) organization‐wide to classify records when the data collection took place. When FCS was not used, records were variably stored unclassified or were classified by the employees according to individualistic schemes made up by themselves. It was further discovered that influential factors in a successful implementation of FCS were user participation in designing FCS, proper training and top management support in its use.

Practical implications

The findings could be practical for organizations that intend to improve information and records management and to maximize efficient retrieval of records for business and legal purposes. They could be a starting point in successful introduction of FCS in organizations, both in Iceland and abroad.

Originality/value

There is a lack of systematic analysis of studies on classification of records and FCS, not only in Iceland but in other countries as well. The findings provide new knowledge on how employees classify or do not classify records and use or do not use FCS and of which are the most influential factors in a successful implementation of such schemes.

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