Online from: 1973
Subject Area: Industry and Public Sector Management
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|Title:||Managing browsing experience in retail stores through perceived value: implications for retailers|
|Author(s):||Zazia Benhamza Nsairi, (GREGOR Laboratory, Department of Marketing, Sorbonne Graduate Business School, Paris, France)|
|Citation:||Zazia Benhamza Nsairi, (2012) "Managing browsing experience in retail stores through perceived value: implications for retailers", International Journal of Retail & Distribution Management, Vol. 40 Iss: 9, pp.676 - 698|
|Keywords:||Behavioural intentions, Browsing, Consumer behaviour, Marketing environment, Perceived value, Retail trade, Satisfaction, Shopping|
|Article type:||Research paper|
|DOI:||10.1108/09590551211255965 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The author thanks two anonymous reviewers for their helpful comments and suggestions on a preliminary draft of the paper.|
Purpose – The objective of this paper is to examine the role of perceived value in managing browsing experience by focusing on its determinants and its consequences in terms of satisfaction and behavioral intentions.
Design/methodology/approach – The data were collected through a survey of 470 browsers frequenting cosmetic stores. Structural equation modeling and ANOVA are applied to test hypothesis.
Findings – 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 which lead to browser's satisfaction and loyalty.
Research limitations/implications – The limitation of this research concerns mainly results' generalization related to methodological issue.
Practical implications – The conclusions offer managers the opportunity to learn more about browsers and how to establish a long-term relationship with them.
Originality/value – 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.
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