Editorial

Citation

Towers, N. (2012), "Editorial", International Journal of Retail & Distribution Management, Vol. 40 No. 9. https://doi.org/10.1108/ijrdm.2012.08940iaa.001

Editorial

Article Type: Editorial From: International Journal of Retail & Distribution Management, Volume 40, Issue 9

This edition includes contributions that investigate the marketing chains of fresh fruit and vegetables (FFV) in Thailand, the role of perceived value in managing browsing experience by focusing on its determinants and its consequences, the multi-faceted job satisfaction of retail employees, and the effect of servicer and cross-seller functional performance on salesperson perception of cross-functional conflict.

The first submission by Srimanee and Routray studies the marketing chains of fresh fruit and vegetables (FFV) in Thailand, the linkages of FFV farmers with supermarkets, and an evaluation of supermarket procurement systems. The policies and implications relating to FFV and the connection of farmers with supermarkets are discussed in the context of Thailand. The paper uses both secondary and primary data. Public agencies documents and published reports were used to describe retailing and FFV policy of Thailand. The supermarket managers and chain stakeholders have been interviewed about the FFV marketing chains and supermarkets’ procurement system. Policy issues were discussed with policymakers, and extracted from different relevant documents. The findings suggest that the government has made various attempts to improve the FFV market by promoting both domestic and export markets simultaneously improving production efficiency. Supermarkets play important roles in connecting farmers to markets through direct procurement while improving cultivation practices of participating farmers in order to enhance quality of produce. A number of policy gaps still exist to protect the interests of the farmers in maximizing their benefits, and in the areas of participation between public and private sectors. This paper could help policymakers, private sector and researchers to formulate appropriate policies in the future and catalyse the FFV marketing through supermarket channels while protecting farmers’ interests.

The second paper by Benhamza Nsairi examines the role of perceived value in managing browsing experience by focusing on its determinants and its consequences in terms of satisfaction and behavioral intentions. The data were collected through a survey of 470 browsers frequenting cosmetic stores. Structural equation modeling and ANOVA are applied to test hypothesis. The empirical study allowed testing the effect of situational factors (store atmosphere, accompanying, motivation, mood and time of visit) on browsing’s perceived value. It has also contributed to identify value’s sources that lead to browser’s satisfaction and loyalty. The conclusions offer to mangers the opportunity to learn more about browsers and how to establish a long-term relationship with them. This paper brings new insights by considering browsing as a fully-fledged experience from which the study of perceived value and satisfaction are of a great interest for retailers who aim to make browsers loyal consumers.

The purpose of third paper by Chung, Rutherford and Park examines the multi-faceted job satisfaction of retail employees. In addition, this study investigates the moderating effect of gender on the relations between proposed antecedents and multifaceted job satisfaction. The seven facets of job satisfaction include satisfaction with:

1. 1.

   supervision;

2. 2.

   overall job satisfaction;

3. 3.

   company policy and support;

4. 4.

   promotion;

5. 5.

   pay;

6. 6.

   co-workers; and

7. 7.

   customers.

Data for this study constitute a subset of a larger study examining salespeople from both business-to-business (B2B) and retail sales contexts in the USA. A total of 352 usable responses from retail employees were retained. Hypothesized relationships were tested by multiple regression analyses, Chow equality tests, and hierarchical regression analyses. This study suggests that perceived organisational support, role ambiguity, and emotional exhaustion are the most influential factors for most facets of retail employees’ job satisfaction. Role conflict and work-family conflict only predict satisfaction with promotion, and family-work conflict does not predict any facets of job satisfaction. Gender differences only played a part in satisfaction with customers. All other variables, such as perceived organisational support, work-family conflict, family-work conflict, and emotional exhaustion affect male and female employees differently.

The purpose of the final contribution by Arndt, Karande and Harkins examines the effect of servicer and cross-seller functional performance on salesperson perception of cross-functional conflict. The paper includes two studies that separately examine the effect of servicer and cross-seller functional performance on salesperson perception of cross-functional conflict. In the first study salesperson conflict with frontline specialists who do not directly sell, called servicers was examined and found that salespeople perceive less cross-functional conflict when servicers perform well. Group cohesion decreases conflict directly. The effect of servicer performance on conflict is less pronounced as cross-functional training increases. In the second study the salesperson conflict with employees who cross-sell additional goods and/or services to customers, called cross-sellers were investigated and find that salespeople perceive more cross-functional conflict when cross-sellers perform well. Cross-functional training decreases conflict directly. The effect of cross-seller performance on conflict is less pronounced as group cohesion increases. The results indicate that salespeople view the performance of each type of specialist differently depending on the specialists’ goals. Based on this finding, we provide guidelines for which formal and informal controls are likely to be effective for reducing conflict between different frontline functions.

Neil Towers