Handbook of research on retailer consumer relationship development
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Handbook of Research
on Retailer-Consumer
Relationship Development
Fabio Musso
University of Urbino, Department of Economics, Society and Politics (DESP),
Italy
Elena Druica
University of Bucharest, Department of Economic and Administrative
Sciences, Romania
A volume in the Advances in Marketing, Customer
Relationship Management, and E-Services
(AMCRMES) Book Series
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Library of Congress Cataloging-in-Publication Data
Handbook of research on retailer-consumer relationship development / Fabio Musso and Elena Druica, editors.
pages cm
Includes bibliographical references and index.
Summary: “This book offers a complete and updated overview of various perspectives relating to customer relationship
management within the retail industry and stimulates the search for greater integration of these views in further research”-Provided by publisher.
ISBN 978-1-4666-6074-8 (hardcover) -- ISBN 978-1-4666-6075-5 (ebook) -- ISBN 978-1-4666-6077-9 (print & perpetual
access) 1. Retail trade. 2. Customer relations. I. Musso, Fabio, 1960- II. Druica, Elena, 1971HF5429.H2833 2014
658.8’12--dc23
2014007824
This book is published in the IGI Global book series Advances in Marketing, Customer Relationship Management, and EServices (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529)
British Cataloguing in Publication Data
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All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the authors, but not
necessarily of the publisher.
For electronic access to this publication, please contact:
Advances in Marketing,
Customer Relationship
Management, and E-Services
(AMCRMES) Book Series
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National Chengchi University, Taiwan & California
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ISSN: 2327-5502
EISSN: 2327-5529
Mission
Business processes, services, and communications are important factors in the management of good
customer relationship, which is the foundation of any well organized business. Technology continues to
play a vital role in the organization and automation of business processes for marketing, sales, and customer service. These features aid in the attraction of new clients and maintaining existing relationships.
The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)
Book Series addresses success factors for customer relationship management, marketing, and electronic
services and its performance outcomes. This collection of reference source covers aspects of consumer
behavior and marketing business strategies aiming towards researchers, scholars, and practitioners in
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Titles in this Series
For a list of additional titles in this series, please visit: www.igi-global.com
Handbook of Research on Retailer-Consumer Relationship Development
Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy) and Elena
Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
Business Science Reference • copyright 2014 • 685pp • H/C (ISBN: 9781466660748) • US $380.00 (our price)
Strategies in Sports Marketing Technologies and Emerging Trends
Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile)
Business Science Reference • copyright 2014 • 363pp • H/C (ISBN: 9781466659940) • US $235.00 (our price)
Handbook of Research on Consumerism in Business and Marketing Concepts and Practices
Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University,
Lithuania) and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
Business Science Reference • copyright 2014 • 668pp • H/C (ISBN: 9781466658806) • US $365.00 (our price)
Handbook of Research on Management of Cultural Products E-Relationship Marketing and Accessibility Perspectives
Lucia Aiello (Unviersitas Mercatorum, Italy)
Business Science Reference • copyright 2014 • 486pp • H/C (ISBN: 9781466650077) • US $345.00 (our price)
Marketing in the Cyber Era Strategies and Emerging Trends
Ali Ghorbani (Payame Noor University, Iran)
Business Science Reference • copyright 2014 • 357pp • H/C (ISBN: 9781466648647) • US $185.00 (our price)
Transcultural Marketing for Incremental and Radical Innovation
Bryan Christiansen (PryMarke, LLC, USA) Salih Yıldız (Gümüşhane University, Turkey) and Emel Yıldız
(Gümüşhane University, Turkey)
Business Science Reference • copyright 2014 • 588pp • H/C (ISBN: 9781466647497) • US $185.00 (our price)
Progressive Trends in Knowledge and System-Based Science for Service Innovation
Michitaka Kosaka (Japan Advanced Institute of Science and Technology, Japan) and Kunio Shirahada (Japan
Advanced Institute of Science and Technology, Japan)
Business Science Reference • copyright 2014 • 511pp • H/C (ISBN: 9781466646636) • US $185.00 (our price)
Innovations in Services Marketing and Management Strategies for Emerging Economies
Anita Goyal (Indian Institute of Management (IIM), Lucknow, India)
Business Science Reference • copyright 2014 • 331pp • H/C (ISBN: 9781466646711) • US $185.00 (our price)
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Editorial Advisory Board
Barry Berman, Hofstra University, USA
Steve Burt, University of Stirling, UK
Sandro Castaldo, Bocconi University, Italy
Gérard Cliquet, University of Rennes, France
Guido Cristini, University of Parma, Italy
Susan S. Fiorito, Florida State University, USA
Andrea Gröppel-Klein, Saarland University, Germany
Herbert Kotzab, University of Bremen, Germany
Peter J. McGoldrick, Manchester University, UK
Dirk Morschett, University of Fribourg, Switzerland
Mirian Palmeira, Federal University of Parana, Brazil
Luca Pellegrini, IULM University, Italy
Barry Quinn, University of Ulster, UK
Bert Rosenbloom, Drexel University, USA
Joachim Zentes, Saarland University, Germany
List of Reviewers
Daniela Andreini, University of Bergamo, Italy
Michelle Bonera, University of Brescia, Italy
Angelo Bonfanti, University of Verona, Italy
Barbara Borusiak, Poznan University of Economics, Poland
Angela Caridà, University of Catanzaro, Italy
Cecilia Casalegno, University of Turin, Italy
Philip Y. K. Cheng, Australian Catholic University, Australia
Chiara Civera, University of Turin, Italy
Maria Colurcio, University of Catanzaro, Italy
Elisabetta Corvi, University of Brescia, Italy
Dan-Cristian Dabija, Babeş-Bolyai University, Romania
Ruly Darmawan, Bandung Institute of Technology, Indonesia
Ronan de Kervenoael, Sabanci University, Turkey & Aston University, UK
Patrizia de Luca, University of Trieste, Italy
Giacomo Del Chiappa, University of Sassari, Italy
Amalia Dutu, University of Pitesti, Romania
Ahmet Ekici, Bilkent University, Turkey
Manuela Rozalia Gabor, University of Tîrgu Mureş, Romania
Marco Galvagno, University of Catania, Italy
Cristina García Gumiel, Universidad Autónoma de Madrid, Spain
Mónica Gómez Suárez, Universidad Autónoma de Madrid, Spain
Monica Grosso, EMLYON Business School, France
Eda Gurell Atay, University of Puget Sound, USA
Alan Hallsworth, Portsmouth University, UK
Alicia Izquierdo-Yusta, University of Burgos, Spain
Ana Isabel Jiménez-Zarco, Open University of Catalonia, Spain
Elior Kinarthy, Rio Hondo College, Canada
Dong-Jin Lee, Yonsei University, Korea
Isabella Maggioni, Catholic University of Milan, Italy
Elisa Martinelli, University of Modena e Reggio, Italy
María Pilar Martínez-Ruiz, University of Castilla-La Mancha, Spain
Monia Melia, University of Catanzaro, Italy
Jan Mikolajczyk, Poznan University of Economics, Poland
Francesca Montagnini, University of Milan-Bicocca, Italy
Francesca Negri, University of Parma, Italy
Wilson Ozuem, University of Hertsfordshire, UK
Mirian Palmeira, Federal University of Parana, Brazil
Cinzia Maria Rita Panero, University of Genova, Italy
Eleonora Pantano, Eindhoven University of Technology, The Netherlands
Giuseppe Pedeliento, University of Bergamo, Italy
Giovanna Pegan, University of Trieste, Italy
Karla Perez, Australian Catholic University, Australia
Sanda Renko, University of Zagreb, Croatia
Janice Rudkowski, Ryerson University, Canada
María Eugenia Ruiz Molina, University of Valencia, Spain
Rauno Rusko, University of Lapland, Finland
Miguel Ángel Sahagún, University of Texas-Pan American (UTPA), USA
Manuel Sánchez-Pérez, University of Almeria, Spain
Marialuisa Saviano, University of Salerno, Italy
Roberta Sebastiani, Catholic University of Milan, Italy
M. Joseph Sirgy, Virginia Tech, USA
Jason J. Turner, University of Abertay Dundee, UK
Arturo Z. Vasquez-Parraga, University of Texas-Pan American (UTPA), USA
Donata Tania Vergura, University of Parma, Italy
Kathleen Wolf, University of Washington, USA
List of Contributors
Andreini, Daniela / University of Bergamo, Italy .............................................................................. 471
Bahn, Kenneth D. / James Madison University, USA ......................................................................... 27
Barile, Sergio / Sapienza, University of Rome, Italy .......................................................................... 197
Bonfanti, Angelo / University of Verona, Italy . ................................................................................. 297
Borusiak, Barbara / Poznan University of Economics, Poland ........................................................ 108
Candelo, Elena / University of Turin, Italy ........................................................................................ 351
Casalegno, Cecilia / University of Turin, Italy ................................................................................... 351
Castaldo, Sandro / Bocconi University, Italy .................................................................................... 404
Cheng, Philip Y. K. / Australian Catholic University, Australia ........................................................... 1
Civera, Chiara / University of Turin, Italy ......................................................................................... 351
Contrí, Gloria Berenguer / Universidad de Valencia, Spain ............................................................ 384
de Kervenoael, Ronan / Sabanci University, Turkey & Aston University, UK .................................. 449
de Luca, Patrizia / University of Trieste, Italy ................................................................................... 173
Duţu, Amalia / University of Pitesti, Romania .................................................................................... 45
Ekici, Ahmet / Bilkent University, Turkey . .......................................................................................... 27
Escobedo, Pablo José / The University of Texas – Pan American, USA . ............................................ 70
Gardner, Toni / Abertay University, UK . .......................................................................................... 127
Grosso, Monica / EMLYON Business School, France ....................................................................... 404
Gumiel, Cristina García / Universidad Autónoma de Madrid, Spain .............................................. 258
Gurel-Atay, Eda / University of Puget Sound, USA . ........................................................................... 27
Hallsworth, Alan / Portsmouth University, UK ................................................................................. 449
Izquierdo-Yusta, Alicia / University of Burgos, Spain ...................................................................... 219
Jiménez-Zarco, Ana Isabel / Open University of Catalonia, Spain . ................................................ 219
Lee, Dong-Jin / Yonsei University, South Korea .................................................................................. 27
Maggioni, Isabella / Monash University, Australia ............................................................................. 13
Martinelli, Elisa / University of Modena and Reggio Emilia, Italy ..................................................... 86
Martínez-Ruiz, María Pilar / University of Castilla la Mancha, Spain ........................................... 219
Molina, María Eugenia Ruiz / Universidad de Valencia, Spain ...................................................... 384
Montagnini, Francesca / University of Milan-Bicocca, Italy . .......................................................... 336
Negri, Francesca / University of Parma, Italy ................................................................................... 426
Palmeira, Mirian / Federal University of Parana (UFPR), Brazil .................................................... 275
Pantano, Eleonora / University of Calabria, Italy & Eindhoven University of Technology, The
Netherlands ................................................................................................................................... 371
Pedeliento, Giuseppe / University of Bergamo, Italy . ....................................................................... 471
Pegan, Giovanna / University of Trieste, Italy ................................................................................... 173
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Pekkala, Joni / University of Lapland, Finland ................................................................................. 490
Renko, Sanda / University of Zagreb, Croatia ................................................................................... 239
Rudkowski, Janice / Helianthus Consulting, Canada & Ryerson University, Canada ..................... 318
Rusko, Rauno / University of Lapland, Finland ................................................................................ 490
Sahagún, Miguel Ángel / The University of Texas – Pan American, USA .......................................... 70
Saura, Irene Gil / Universidad de Valencia, Spain . .......................................................................... 384
Saviano, Marialuisa / University of Salerno, Italy ............................................................................ 197
Sebastiani, Roberta / Università Cattolica del Sacro Cuore, Italy ................................................... 336
Sirgy, M. Joseph / Virginia Polytechnic Institute and State University, USA ...................................... 27
Suárez, Mónica Gómez / Universidad Autónoma de Madrid, Spain ................................................ 258
Timmermans, Harry / Eindhoven University of Technology, The Netherlands ................................ 371
Tng, David / Singapore Institute of Management, Singapore ............................................................ 449
Turner, Jason J. / Abertay University, UK ........................................................................................ 127
Vásquez-Párraga, Arturo Z. / The University of Texas – Pan American, USA .................................. 70
Vergura, Donata Tania / University of Parma, Italy . ......................................................................... 86
Wolf, Kathleen L. / University of Washington, USA ......................................................................... 152
Yu, Grace B. / Duksung Women’s University, South Korea ................................................................. 27
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Table of Contents
Foreword ........................................................................................................................................... xxiv
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Preface ............................................................................................................................................... xxvi
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Acknowledgment ............................................................................................................................ xxxiv
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Section 1
Consumers’ Behavior, Buying Preferences, and Relationships with Retailers
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Chapter 1
Customer Perceived Values and Consumer Decisions: An Explanatory Model......................................1
Philip Y. K. Cheng, Australian Catholic University, Australia
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Chapter 2
Identity-Based Consumer Behaviour, Self-Congruity, and Retailer-Consumer Relationships: A
Literature Review...................................................................................................................................13
Isabella Maggioni, Monash University, Australia
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Chapter 3
Shopping Well-Being and Ill-Being: Toward an Integrated Model.......................................................27
Dong-Jin Lee, Yonsei University, South Korea
Grace B. Yu, Duksung Women’s University, South Korea
M. Joseph Sirgy, Virginia Polytechnic Institute and State University, USA
Ahmet Ekici, Bilkent University, Turkey
Eda Gurel-Atay, University of Puget Sound, USA
Kenneth D. Bahn, James Madison University, USA
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Chapter 4
Understanding Consumers’ Behaviour Change in Uncertainty Conditions: A Psychological
Perspective.............................................................................................................................................45
Amalia Duţu, University of Pitesti, Romania
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Chapter 5
Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors...................................70
Arturo Z. Vásquez-Párraga, The University of Texas – Pan American, USA
Miguel Ángel Sahagún, The University of Texas – Pan American, USA
Pablo José Escobedo, The University of Texas – Pan American, USA
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Chapter 6
Evolving the Private Label Role in the Retailer-Customer Relationship: Antecedents and Impact
of Premium Private Labels on Customer Loyalty to the Retailer..........................................................86
Elisa Martinelli, University of Modena and Reggio Emilia, Italy
Donata Tania Vergura, University of Parma, Italy
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Section 2
Retail Context, Store Formats, and Retail Services
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Chapter 7
The Mechanisms for the Emergence and Evolution of Retail Formats...............................................108
Barbara Borusiak, Poznan University of Economics, Poland
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Chapter 8
Critical Reflections on the Decline of the UK High Street: Exploratory Conceptual Research into
the Role of the Service Encounter.......................................................................................................127
Jason J. Turner, Abertay University, UK
Toni Gardner, Abertay University, UK
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Chapter 9
City Trees and Consumer Response in Retail Business Districts........................................................152
Kathleen L. Wolf, University of Washington, USA
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Chapter 10
The Coffee Shop and Customer Experience: A Study of the U.S. Market..........................................173
Patrizia de Luca, University of Trieste, Italy
Giovanna Pegan, University of Trieste, Italy
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Chapter 11
A New Systems Perspective in Retail Service Marketing...................................................................197
Sergio Barile, Sapienza, University of Rome, Italy
Marialuisa Saviano, University of Salerno, Italy
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Chapter 12
Personally Engaged with Retail Clients: Marketing 3.0 in Response to New Consumer Profiles.......219
Ana Isabel Jiménez-Zarco, Open University of Catalonia, Spain
María Pilar Martínez-Ruiz, University of Castilla la Mancha, Spain
Alicia Izquierdo-Yusta, University of Burgos, Spain
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Section 3
Store Atmosphere and Interaction with Consumers
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Chapter 13
Atmosphere as a Store Communication Tool......................................................................................239
Sanda Renko, University of Zagreb, Croatia
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Chapter 14
The Use of Sensorial Marketing in Stores: Attracting Clients through their Senses...........................258
Mónica Gómez Suárez, Universidad Autónoma de Madrid, Spain
Cristina García Gumiel, Universidad Autónoma de Madrid, Spain
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Chapter 15
Frontline Employees’ Self-Perception of Ageism, Sexism, and Lookism: Comparative Analyses of
Prejudice and Discrimination in Fashion and Food Retailing.............................................................275
Mirian Palmeira, Federal University of Parana (UFPR), Brazil
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Chapter 16
A Dilemma for Retailers: How to Make Store Surveillance Secure and Appealing to Shoppers.......297
Angelo Bonfanti, University of Verona, Italy
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Chapter 17
Retailer-Non-Profit Organization (NPO) Partnerships: Building Trust with Socially Conscious
Consumers...........................................................................................................................................318
Janice Rudkowski, Helianthus Consulting, Canada & Ryerson University, Canada
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Chapter 18
Engaging Social Movements in Developing Innovative Retail Business Models...............................336
Roberta Sebastiani, Università Cattolica del Sacro Cuore, Italy
Francesca Montagnini, University of Milan-Bicocca, Italy
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Chapter 19
Meanings and Implications of Corporate Social Responsibility and Branding in Grocer Retailers:
A Comparative Study over Italy and the UK.......................................................................................351
Elena Candelo, University of Turin, Italy
Cecilia Casalegno, University of Turin, Italy
Chiara Civera, University of Turin, Italy
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Section 4
Innovation, ICT, and Social Media: The Multichannelling Challenges for Retailers
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Chapter 20
An Exploratory Study of Client-Vendor Relationships for Predicting the Effects of Advanced
Technology-Based Retail Scenarios....................................................................................................371
Eleonora Pantano, University of Calabria, Italy & Eindhoven University of Technology, The
Netherlands
Harry Timmermans, Eindhoven University of Technology, The Netherlands
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Chapter 21
Retail Innovativeness: Importance of ICT and Impact on Consumer Behaviour................................384
Irene Gil Saura, Universidad de Valencia, Spain
María Eugenia Ruiz Molina, Universidad de Valencia, Spain
Gloria Berenguer Contrí, Universidad de Valencia, Spain
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Chapter 22
Retailer-Customers Relationships in the Online Setting: An Empirical Investigation to Overcome
Privacy Concerns and Improve Information Sharing..........................................................................404
Sandro Castaldo, Bocconi University, Italy
Monica Grosso, EMLYON Business School, France
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Chapter 23
Retail and Social Media Marketing: Innovation in the Relationship between Retailers and
Consumers...........................................................................................................................................426
Francesca Negri, University of Parma, Italy
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Chapter 24
Singapore’s Online Retail Deviants: Analyzing the Rise of Blogshops’ Power..................................449
Ronan de Kervenoael, Sabanci University, Turkey & Aston University, UK
Alan Hallsworth, Portsmouth University, UK
David Tng, Singapore Institute of Management, Singapore
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Chapter 25
Is Multichannel Integration in Retailing a Source of Competitive Advantage? A Consumer
Perspective...........................................................................................................................................471
Daniela Andreini, University of Bergamo, Italy
Giuseppe Pedeliento, University of Bergamo, Italy
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Chapter 26
About the Challenges to Start E-Commerce Activity in SMEs: Push-Pull Effects.............................490
Rauno Rusko, University of Lapland, Finland
Joni Pekkala, University of Lapland, Finland
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Compilation of References . .............................................................................................................. 509
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About the Contributors .................................................................................................................... 574
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Index ................................................................................................................................................... 586
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Detailed Table of Contents
Foreword ........................................................................................................................................... xxiv
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Preface ............................................................................................................................................... xxvi
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Acknowledgment ............................................................................................................................ xxxiv
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Section 1
Consumers’ Behavior, Buying Preferences, and Relationships with Retailers
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This section offers an overview of the key issues on consumer behavior, highlighting the decision-making
criteria for buying products in a context of relationships with the retailer. Together with the analysis of
the main characters of consumer behavior, store loyalty, shopping experience, and the role of private
label products are explored in light of consumer perceptions and changes.
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Chapter 1
Customer Perceived Values and Consumer Decisions: An Explanatory Model......................................1
Philip Y. K. Cheng, Australian Catholic University, Australia
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Building on findings from previous research on dimensions of Consumer Perceived Values (CPVs),
an Integrated Consumer Perceived Value Model comprising utilitarian, hedonic, and social values is
proposed to explain observed consumer decisions (viz. purchase or do not purchase), and to provide new
frontiers for consumer behaviour research. The distinguishing if not innovative features of the proposed
model are: (1) it provides a framework to investigate the competing, complementary, and compensating
effects of the CPV dimensions; (2) it distinguishes the CPV dimensions that affect consumer decisions
specifically and those that affect consumer decisions homogeneously; and (3) while some CPVs are
generated and interact serially, other CPVs could be generated and interact in parallel.
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Chapter 2
Identity-Based Consumer Behaviour, Self-Congruity, and Retailer-Consumer Relationships: A
Literature Review...................................................................................................................................13
Isabella Maggioni, Monash University, Australia
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Consumer-Brand Identification (CBI) has been identified as an important antecedent of consumer-brand
relationships. Consumers show positive attitudes towards brands that reflect their self-concept and are
more likely to express and enhance their identity. In this sense, Consumer-Retailer Identification (CRI)
represents a powerful tool for retailers to develop meaningful relationships by strengthening emotional
connections with their customers. This chapter proposes a literature review of previous research on
the role of consumer’s self-concept in the development of retailer-customer relationships. Focusing on
identity-based consumer behaviour, the chapter provides a comprehensive picture of the past research
and the emerging trends on CBI and then proposes a conceptual framework of CRI.
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Chapter 3
Shopping Well-Being and Ill-Being: Toward an Integrated Model.......................................................27
Dong-Jin Lee, Yonsei University, South Korea
Grace B. Yu, Duksung Women’s University, South Korea
M. Joseph Sirgy, Virginia Polytechnic Institute and State University, USA
Ahmet Ekici, Bilkent University, Turkey
Eda Gurel-Atay, University of Puget Sound, USA
Kenneth D. Bahn, James Madison University, USA
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In this chapter, the authors make an attempt to review and integrate much of the research on shopping
well-being and ill-being experiences. The integrated model identifies the antecedents of these two focal
constructs in terms of situational, individual, and cultural factors. The consequences of shopping wellbeing and ill-being experiences on life satisfaction (or subjective well-being) are explained through a
bottom-up spillover process. Managerial implications and avenues for future research are also discussed.
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Chapter 4
Understanding Consumers’ Behaviour Change in Uncertainty Conditions: A Psychological
Perspective.............................................................................................................................................45
Amalia Duţu, University of Pitesti, Romania
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An economic crisis is an uncertainty situation with negative economic evolutions like unemployment,
inflation rate increasing, freezing or decreasing of the wages, purchasing power decrease, investments value
reduction, fluctuations in consumer prices, restrictions in accessing loans, and fluctuations in currency
exchange rate that represent economic shocks hitting most of the consumers to some extent. During
economic turbulent times, consumers are highly exposed to such risks. The present chapter is intended
to explain the consumers’ behaviour alteration and spending patterns in recession conditions dealing
with the panic mechanism that shapes the consumers’ behaviour in this particular context, analyzing
it from an economic and psychological perspective. The chapter is organized in two complementary
parts in an attempt to present a comprehensive picture of consumers’ behaviour change in uncertainty
conditions. Readers can find answers to the “HOW” question and also to the “WHY” question placed
behind consumers’ behaviour alterations during recession.
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Chapter 5
Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors...................................70
Arturo Z. Vásquez-Párraga, The University of Texas – Pan American, USA
Miguel Ángel Sahagún, The University of Texas – Pan American, USA
Pablo José Escobedo, The University of Texas – Pan American, USA
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This chapter examines the process of how store customers become loyal to their stores. The authors
pursue a theoretical and empirical research approach designed to identify and test a parsimonious
model. The result is an explanation chain that incorporates relational variables, trust and commitment,
satisfaction, and the moderating factors of the relational variables. The findings reveal that customer
commitment is the major contributing explanation for true customer loyalty, significantly more than the
contributed explanation of customer satisfaction. The cognitive moderating factors (store familiarity, store
choice, customer perceived risk, and communication) and the affective moderating factors (customer
opportunistic tendencies, consumer involvement, shared personal values, and shared management values)
are significantly related to the core variables and thus contribute some explanation, yet their contribution
is very small compared to the contribution of the core variables, thereby suggesting the significance of
the core variables in the explanation of customer store loyalty.
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Chapter 6
Evolving the Private Label Role in the Retailer-Customer Relationship: Antecedents and Impact
of Premium Private Labels on Customer Loyalty to the Retailer..........................................................86
Elisa Martinelli, University of Modena and Reggio Emilia, Italy
Donata Tania Vergura, University of Parma, Italy
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The chapter focuses on the role played by Private Labels (PLs) in the retailer-consumer relationship.
Specifically, the results of a survey aimed at investigating the ability of a specific kind of PL, namely
Premium Private Label (PPL), to improve customer loyalty to the retailer are presented. After reviewing
the literature on the PLs’ role in the retailer-customer relationship, a theoretical model is proposed and
tested by administering a questionnaire to a sample of retail customers and then applying structural
equation modeling. Four key components of PPLs’ image, namely quality, assortment, access, and value,
are studied as antecedents of customer satisfaction to the PPL, while customer loyalty to the PPL is
considered as a mediator between customer satisfaction to the PPL and customer loyalty to the retailer.
Results show that PPLs positively impact on customer loyalty to the retailer through a causal relationship
driven by PPL quality and PPL value.
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Section 2
Retail Context, Store Formats, and Retail Services
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The second section refers to the retail context, offering an overview of the way in which formats, retail
environment, and locations are changing facing new consumers’ expectations and values. The shopping
activity as an experience to be enriched becomes the subject of new paradigms for the retailer to offer
in the combination of products, services, entertainment, and environmental values whose importance
is increasing.
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Chapter 7
The Mechanisms for the Emergence and Evolution of Retail Formats...............................................108
Barbara Borusiak, Poznan University of Economics, Poland
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The main aim of this chapter is to explain the mechanisms for the emergence of selected innovative
formats on the basis of the existing format change theories. The chapter comprises three main parts. First,
the nature of a retail format is explored and the classification of retail formats is presented. Second, four
groups of theories (cyclical, conflict, environmental, and integrated theories) explaining the emergence
and evolution of retail formats are analysed. Third, retail formats theories are applied in explaining the
emergence of two formats: pop-up store and m-commerce. The approach involves a review of literature
and the analysis of some empirical data concerning the structure of the retail trade turnover in the chosen
countries.
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Chapter 8
Critical Reflections on the Decline of the UK High Street: Exploratory Conceptual Research into
the Role of the Service Encounter.......................................................................................................127
Jason J. Turner, Abertay University, UK
Toni Gardner, Abertay University, UK
10.4018/978-1-4666-6074-8.ch008
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The aims of this exploratory research are to evaluate customer and retailer perceptions of the decline of
the UK High Street and investigate the potential of the service encounter, specifically customer service,
as a means to reverse this decline. The background to this research is one where the UK High Street is in
decline as a result of out-of-town retailing, the growth in the use of technology and online shopping, and
high business rates and rents. Using interviews in 2013 across four Scottish cities (Aberdeen, Dundee,
Edinburgh, and Glasgow) with 40 retailers (national chains and independents) across the fashion, footwear,
jewellery and health and beauty sectors, and 40 customers aged between 18 and 60, the chapter reveals
that unlike the retailers in this study, customers are not of the opinion that an improvement in current,
in some cases, “disappointing” customer service would encourage them back to the High Street. Rather
customers thought solutions to the decline in the UK High Street lay in combining the appeal of online
convenience and choice with the tangibility of the physical store experience.
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Chapter 9
City Trees and Consumer Response in Retail Business Districts........................................................152
Kathleen L. Wolf, University of Washington, USA
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Many cities and communities are working toward urban sustainability goals. Yet, retailers and merchants
may not find environmental benefits to be compelling when compared to the direct costs of landscape
and trees. Nonetheless, a quality outdoor environment may provide atmospherics effects that extend store
appeal to the curb and heighten the positive experiences and psychological reactions of visitors while in
a shopping district. A multi-study program of research shows that having a quality urban forest canopy
within business districts and commercial areas can promote positive shopper perceptions and behavior.
Positive responses include store image, patronage behavior, and willingness to pay more for goods and
services. This chapter provides a summary of the research, connects results to psychological marketing
theory, provides evidence-based design recommendations, and makes suggestions for potential future
research activity.
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Chapter 10
The Coffee Shop and Customer Experience: A Study of the U.S. Market..........................................173
Patrizia de Luca, University of Trieste, Italy
Giovanna Pegan, University of Trieste, Italy
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This chapter has the aim to improve understanding of the in-store customer experience in the retail
environment by analyzing the business of coffee shops in the United States market with a specific focus
on American and Italian chains. After a brief overview of the managerial literature on coffee shops, the
main findings of the qualitative research is presented. In particular, this chapter outlines the features
of the U.S. coffee shop landscape and explores American consumers’ perception of the coffee shop
experience using nethnography. The results show a complex framework from the offer and the demand
perspective that could also contribute to supporting coffee companies in managing customer experience
strategy in the American market.
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Chapter 11
A New Systems Perspective in Retail Service Marketing...................................................................197
Sergio Barile, Sapienza, University of Rome, Italy
Marialuisa Saviano, University of Salerno, Italy
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The aim of this chapter is to highlight the necessity of a change in perspective and a new approach to
Retail Service Marketing by addressing the recent challenges posed by a radical rethinking of market
exchange logic using a service view. Recent Service Marketing advances are analyzed, which lead to
the Service Dominant Logic proposal to take a general service view of market exchange, envisaging an
emerging paradigm change. However, the key to this potential paradigm change is not yet well focused.
A gap in the theoretical approach emerges that can be closed by adopting the Viable Systems Approach
and the structure-system interpretation scheme. Their implications for retailing are discussed, and the
key to change is emphasized. This chapter introduces a new theoretical and conceptual framework rooted
in systems thinking, which recommends a Service Systems Approach to Retail Marketing.
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Chapter 12
Personally Engaged with Retail Clients: Marketing 3.0 in Response to New Consumer Profiles.......219
Ana Isabel Jiménez-Zarco, Open University of Catalonia, Spain
María Pilar Martínez-Ruiz, University of Castilla la Mancha, Spain
Alicia Izquierdo-Yusta, University of Burgos, Spain
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This chapter examines how social and economic changes of recent years have led to a new consumer
profile. Furthermore, it explores how current responsible concerns regarding consumption, as well as a
greater concern for welfare sustainability and the environment, are affecting purchasing behavior. With
these ideas in mind, this chapter analyses how organizations have to evolve towards a new marketing
paradigm in order to link to their customers emotionally. In this regard, the evolution of the marketing
concept is reviewed—departing from a Marketing 1.0 paradigm, passing through a Marketing 2.0
paradigm—in order to understand how the so-called Marketing 3.0 emerged. The chapter concludes by
analyzing the different rules that guide this new approach and how companies in the distribution sector
are applying them in their daily activities.
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Section 3
Store Atmosphere and Interaction with Consumers
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Section 3 offers an overview of store atmosphere and the interaction with consumers. In the first part
(chapters 13 to 16), issues related to the store atmosphere are analyzed considering sensorial factors,
the relationship with salespeople, and even taking into account security issues inside stores. The last 3
chapters of the section focus on consumers’ involvement in co-creation of the retail service with reference
to elements related to social responsibility and ethical/social values.
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Chapter 13
Atmosphere as a Store Communication Tool......................................................................................239
Sanda Renko, University of Zagreb, Croatia
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Many studies have found that within an intensely competitive market, it is difficult for retailers to gain
advantages from products, prices, promotions, and location. They have to work hard to keep their stores
favourable in the mind of consumers. Both practitioners and researchers recognize store atmosphere as a
tool for creating value and gaining customers. This chapter provides a conceptual framework for studying
the influence of store atmosphere on the store patronage. The chapter presents the main dimensions
that constitute conventional retail stores’ atmosphere and clarifies the manipulation of elements such
as colour, lighting, signage, etc. within the store to communicate retailers’ messages to customers. The
topic is investigated from both retailers` and customers` perspective. The chapter concludes that both
consumers and retailers prioritize functional cues in modern retailing forms.
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Chapter 14
The Use of Sensorial Marketing in Stores: Attracting Clients through their Senses...........................258
Mónica Gómez Suárez, Universidad Autónoma de Madrid, Spain
Cristina García Gumiel, Universidad Autónoma de Madrid, Spain
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The main concern of this chapter is to develop a state-of-the-art of the literature referring to the use of
sensorial marketing within the store. For this purpose, a deep interdisciplinary review of the theoretical
and empirical works related to this discipline has been carried out. Thanks to this review, the link between
some sensorial stimuli and consumer behavior has been demonstrated, but also the lack of research
in some areas of study has been identified. This chapter provides a general overview of the sensorial
variables used within the store by the managers, their main effects in the consumer behavior, and the
most important model, the SOR model, to explain these relations. Conclusions, managerial implication,
and recommendations for future research are provided.
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Chapter 15
Frontline Employees’ Self-Perception of Ageism, Sexism, and Lookism: Comparative Analyses of
Prejudice and Discrimination in Fashion and Food Retailing.............................................................275
Mirian Palmeira, Federal University of Parana (UFPR), Brazil
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The aim of this chapter is to identify whether frontline employees perceived themselves as having feelings
of sexism, ageism, and appearance discrimination against customers in retail services. This investigation
is a quantitative research, a conclusive description, and ex post facto study, which utilises a survey to
collect the data and sampling by convenience. Three protocols are used (1) to format the questionnaire,
(2) to produce 12 different standards combining age, gender, and appearance, and (3) to create social
classification. In a previous study (Palmeira, Palmeira, & Santos, 2012), customers of different ages and
genders perceived some degree of prejudice and discrimination in face-to-face retail services. Now, on
the other side of the coin, frontline employees who work in Fashion and Food retailing recognise that
there is prejudiced behaviour against customers, depending on their age, gender, and appearance, when
providing them with face-to-face retail services. More than 95% of female and more than 64% of male
attendants believe that well-dressed, young female customers are given priority when being served.
Almost 80% of female and only 58% of male frontline workers believe that badly-dressed middle-aged
men (not younger men) are the last to be served when there is no clear queuing process in the retail
spatial area. This context strongly suggests the growing importance of an interpersonal skills training
process for an organisations’ staff as a way of avoiding behaviour that makes the customers think that
there are prejudice and discrimination in the service process.
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Chapter 16
A Dilemma for Retailers: How to Make Store Surveillance Secure and Appealing to Shoppers.......297
Angelo Bonfanti, University of Verona, Italy
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Retailers use a number of ambient, design, and social elements with the aim of creating a unique, pleasant,
and engaging Customer Shopping Experience (CSE). However, a store may be made paradoxically less
attractive by the feelings of insecurity generated by the fact that the same elements can also encourage
shoplifting. As a result, retailers have to balance their efforts to enhance a store’s attractiveness by ensuring
a high level of sales environment surveillance without interfering with the shopping experience. The aim
of this chapter is to propose a conceptual framework that enriches the analysis of the development of
retailer/consumer relationships by highlighting how retailers can make store surveillance simultaneously
secure and appealing to shoppers. The analysis draws heavily on theoretical evidence in the marketing,
environmental psychology, service, and retail management literature, and indicates that retailers’
investments in store design, staff training, and technological systems can ensure adequate security levels
without compromising customers’ shopping experiences as long as the surveillance allows them to have
direct contact with the store, its articles, and staff.
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Chapter 17
Retailer-Non-Profit Organization (NPO) Partnerships: Building Trust with Socially Conscious
Consumers...........................................................................................................................................318
Janice Rudkowski, Helianthus Consulting, Canada & Ryerson University, Canada
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This chapter focuses on strategic retailer-Non-Profit Organization (NPO) partnerships, based in North
America and Europe, from a management perspective. It explores how and why these partnerships
have had an impact on the retailer-consumer relationship, how they have shaped and influenced socially
conscious shoppers, and how they have affected consumer trust as well as retail business practices and
strategies, within the last decade. Retailer-NPO partnerships have emerged as a viable business strategy
to support Corporate Social Responsibility (CSR) initiatives now commonplace among most large retail
organizations. Consumers have become empowered, with the help of new social media technologies, to
efficiently communicate, influence, and persuade other consumers around the globe. Therefore, consumers
increasingly expect retailers to have an ethical and social responsibility to their people, products, operations,
and communities. CSR practices have become integral to retailer sustainability and managing complex
retailer-consumer relationships. This chapter reviews relevant theoretical frameworks, discusses the latest
research findings from literature sources, and examines the industry practices (case studies) of several
retailer-NPO partnerships across North America and Europe.
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Chapter 18
Engaging Social Movements in Developing Innovative Retail Business Models...............................336
Roberta Sebastiani, Università Cattolica del Sacro Cuore, Italy
Francesca Montagnini, University of Milan-Bicocca, Italy
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Consumers are increasingly expressing critical stances towards corporate power and mainstream market
ideology. Although the literature depicts their attitude as mainly reactive, it is emerging that there is
scope, in retailing, for more proactive forms of collaboration with companies. This chapter aims to
explore the outcomes in terms of new retail formulas derived from the effective interaction between
retailers and engaged consumers, such as those belonging to social movements. In the analysis, the
authors refer to a specific context and kind of product, namely food, which has recently been catalyzing
an increasing number of concerns as expressed by consumers, eventually aggregating the interests of
various social movements expressing new more ethical and sustainable market stances. In particular,
the authors focus on the case of Eataly, a new venture that emerged from an ideological alliance and a
mutual organizational commitment between corporate power and the Slow Food social movement. Eataly
represents an interesting setting to better understand how such forms of collaboration can occur, how
and to what extent the community and corporate stances mutually adjust during the process, and which
types of reactions emerge from the more radical members of the social movement.
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Chapter 19
Meanings and Implications of Corporate Social Responsibility and Branding in Grocer Retailers:
A Comparative Study over Italy and the UK.......................................................................................351
Elena Candelo, University of Turin, Italy
Cecilia Casalegno, University of Turin, Italy
Chiara Civera, University of Turin, Italy
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The chapter demonstrates the extent to which companies operating in the Retailing Grocery industry
use Corporate Social Responsibility (CSR) as driver to enhance their brand and pursue commercial
value, or to purely redefine their business priorities in accordance to evolving consumers’ needs and
expectations by making CSR a new concrete business model and evolving towards the concept of
Corporate Shared Value (CSV). The study is addressed to analyse the matter of facts in two different
European geographical areas: Italy and United Kingdom, chosen because of the peculiar approaches in
companies’ attitude towards CSR and CSV, ultimately. Many differences and some relevant similarities
in the implementation of CSV as new strategic model between the countries have emerged, with UK
showing the most formalized and standardized integration between social and economic value within
its Grocer Retailer companies’ business activities.
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Section 4
Innovation, ICT, and Social Media: The Multichannelling Challenges for Retailers
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The last section is about innovation, which for retailing is primarily in the field of Information and
Communication Technologies (ICT) and the related social media development. The characteristics of
ICT innovation are analyzed with reference to the effects of new social media on the interaction between
retailers and consumers. Multichannelling emerges as one of the most relevant consequences of this
evolution. Multichannelling and its implications for marketing, organization, and distribution strategies
seems to be the next decade challenge for all the players involved in the consumer-retailer-producer
interaction.
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Chapter 20
An Exploratory Study of Client-Vendor Relationships for Predicting the Effects of Advanced
Technology-Based Retail Scenarios....................................................................................................371
Eleonora Pantano, University of Calabria, Italy & Eindhoven University of Technology, The
Netherlands
Harry Timmermans, Eindhoven University of Technology, The Netherlands
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Continuous advancements in technology make available a huge number of advanced systems that enhance
consumers’ in-store experience and shopping activity. In fact, the introduction of in-store technologies
such as self-service systems, interactive displays, digital signage, etc. has impacted the retail process in
multiple ways, including client-vendor interactions. While in a traditional offline context retailers exploit
the development of interpersonal relationships for increasing consumers’ trust, loyalty, and satisfaction,
in a technology-mediated context this process becomes more difficult. To advance our knowledge and
predict the future diffusion of these technologies, it is necessary to answer the following questions: (1) to
what extent do consumers trust (physical) retailers’ suggestions? and (2) to what extent will consumers
substitute the opinion of a physical seller with virtual recommendations? The aim of this chapter is to
assess the typology of current existing relationships between vendor (retail staff) and clients, with special
emphasis on consumers’ trust towards their suggestions. To achieve this goal, the chapter focuses on
a comparison of consumers’ perception of suggestions proposed by physical friends and suggestions
proposed online (e.g. through social networks). The findings provide a benchmark to evaluate current
client-vendor and client-social networks relationships and enhance our understanding of the possible
substitution of physical vendors by recommendations systems based on advanced technologies.
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Chapter 21
Retail Innovativeness: Importance of ICT and Impact on Consumer Behaviour................................384
Irene Gil Saura, Universidad de Valencia, Spain
María Eugenia Ruiz Molina, Universidad de Valencia, Spain
Gloria Berenguer Contrí, Universidad de Valencia, Spain
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Retailers have to operate in highly competitive environments, where innovation may become a source
of sustainable competitive advantage. This chapter aims at exploring the relationship between retail
innovativeness and the level of technological advancement as well as the ICT solutions implemented
by store chains of four retail activities (e.g. grocery, textile, electronics, and furniture and decoration).
In addition to this, the authors test the existence of significant differences in consumer perceptions and
behavioral intentions between retailers perceived as high innovators and those considered low innovators.
As a result, differences in consumer behaviour are found between high and low innovators that may be
explained by the strong relationship between retail innovativeness and the technology implemented by
the store. Notwithstanding, these findings are sensitive to the type of product sold by the store.
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Chapter 22
Retailer-Customers Relationships in the Online Setting: An Empirical Investigation to Overcome
Privacy Concerns and Improve Information Sharing..........................................................................404
Sandro Castaldo, Bocconi University, Italy
Monica Grosso, EMLYON Business School, France
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Internet merchants are compelled to collect personal information from customers in order to deliver
goods and services effectively. However, the ease with which data can be acquired and disseminated
across the Web has led to many potential customers demonstrating growing concerns about disclosing
personal information. This chapter analyzes the interaction between two strategies that firms can use to
alter potential customers’ cost/benefit evaluation and increase information disclosure: the development of
initial trust and compensation. The derived hypotheses are tested by means of two experimental studies,
whose findings are compared across two different consumer target groups.
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Chapter 23
Retail and Social Media Marketing: Innovation in the Relationship between Retailers and
Consumers...........................................................................................................................................426
Francesca Negri, University of Parma, Italy
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The Internet has revolutionized almost every facet of business and personal life. We are facing a far-reaching
revolution, driven by Social Networking Sites (SNSs) where people talk about their life, purchases, and
experiences. Mobile devices and tablets are replacing computers as the main access point to the Internet.
Customer expectations are rising constantly with the development of new technologies. Social Media comes
in many forms: blogs, media sharing sites, forums, review sites, virtual worlds, social networking sites,
etc. Social Networking Sites (SNSs), the focus of this chapter, are the most disruptive social media and
a key opportunity for business. Most industries recognized in that shift the potential for a more intimate
and productive relationship with customers. Nowadays, retailers have no choice in whether they do social
media: they only have the choice of how well they do it. Retailers need to convert browsers to buyers, and
one-time customers to loyal sharing fans, so that they become advocates in the real and virtual worlds. The
shift is deep: from one-way communication to conversation, and from advertising as an interruption to
the interactivity in all locations. The originality of the chapter consists on its introduction of the concept
of Social Networking Sites (SNSs) as an integration of the retailing marketing mix, defining its role in a
marketing strategy, and providing some managerial implications for practitioners. After an introductive
overview of the trend adopting a retailer point of view, four are the chapter’s cornerstones: opportunities
belonging from geolocation; how to plan a social media strategy; a new channel of interaction between
customers and retailers: the social customer service; how to face a crisis in a Web 2.0 context. These
are four brand new ways to engage consumers. This topic is relatively new and in continuous becoming,
and much of interest remains to be said about it. The chapter’s approach is to present what the authors
believe to be the most relevant for a retailer facing a social networking challenge.
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Chapter 24
Singapore’s Online Retail Deviants: Analyzing the Rise of Blogshops’ Power..................................449
Ronan de Kervenoael, Sabanci University, Turkey & Aston University, UK
Alan Hallsworth, Portsmouth University, UK
David Tng, Singapore Institute of Management, Singapore
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Geography, retailing, and power are institutionally bound up together. Within these, the authors situate
their research in Clegg’s work on power. Online shopping offers a growing challenge to the apparent
hegemony of traditional physical retail stores’ format. While novel e-formats appear regularly, blogshops
in Singapore are enjoying astonishing success that has taken the large retailers by surprise. Even though
there are well-developed theoretical frameworks for understanding the role of institutional entrepreneurs
and other major stakeholders in bringing about change and innovation, much less attention has been paid
to the role of unorganized, nonstrategic actors—such as blogshops—in catalyzing retail change. The
authors explore how blogshops are perceived by consumers and how they challenge the power of other
shopping formats. They use Principal Components Analysis to analyze results from a survey of 349
blogshops users. While the results show that blogshops stay true to traditional online shopping attributes,
deviations occur on the concept of value. Furthermore, consumer power is counter intuitively found to
be strongly present in the areas related to cultural ties, excitement, and search for individualist novelty
(as opposed to mass-production), thereby encouraging researchers to think critically about emerging
power behavior in media practices.
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Chapter 25
Is Multichannel Integration in Retailing a Source of Competitive Advantage? A Consumer
Perspective...........................................................................................................................................471
Daniela Andreini, University of Bergamo, Italy
Giuseppe Pedeliento, University of Bergamo, Italy
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Multichannel integration in retailing is the ability of retailers to combine physical infrastructures (stores)
and virtual channels (catalogues, Internet, and mobile shopping) in order to sell and distribute products
and the related post-sales services. The purpose of this chapter is to investigate how shoppers perceive
three different multichannel integration models in retailing: independent, database, and full-integrated
models. The results of a qualitative enquiry and a quantitative survey reveal that when consumers choose
among different multichannel retailers, the retailer’s brand reputation, the experience with other shopping
channels of the same retailer, and the Website design are the most cited factors influencing their purchasing
decision. Even though findings disclose that respondents do not perceive multichannel integration as a
driver of their shopping choices, the qualitative data indicates the existence of a respondents’ attitude
towards the multichannel integration, measured in this chapter through an exploratory and a confirmatory
factor analysis in the quantitative survey.
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Chapter 26
About the Challenges to Start E-Commerce Activity in SMEs: Push-Pull Effects.............................490
Rauno Rusko, University of Lapland, Finland
Joni Pekkala, University of Lapland, Finland
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This chapter introduces the challenges that SMEs face while starting e-commerce activity in the
Northern Finland context. Based on the project results, six interviews, and the preliminary outcomes of
the questionnaire, this study focuses on push-pull effects to start e-commerce activities. Following this
framework, the structure of this study is twofold. At first, the authors ask why a firm, which already has
an existing traditional brick-and-mortar shop, would develop its business exploiting digital solutions and
e-commerce. In other words, what is the attainable incremental value for this kind of firm via e-commerce?
Second, what kinds of attractive possibilities will e-commerce provide for the business of the firm?
Both of these perspectives are concentrated on the phase in which the firm takes in the use e-commerce
activities. The authors study this phase, basing the analysis on the literature review, questionnaire, and
six interviews of SME entrepreneurs. The outcomes of this chapter show the relevance of push-pull
perspective in the studies about the first steps of e-commerce.
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Compilation of References . .............................................................................................................. 509
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About the Contributors .................................................................................................................... 574
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Index ................................................................................................................................................... 586
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xxiv
Foreword
Consumers are the most important people for any organization. They are the resources upon which the
success of the businesses and other organizations depend. One of the primary goals of any retail marketing strategy should be to identify and meet the needs of the consumer. Considering consumer importance
at all stages of the marketing process helps an organization to ensure greater consumer satisfaction and
increase its long-term goal of repeat business.
Consumer satisfaction is at the heart of marketing. Studies over the year estimate that it costs five to
ten times as much to attract new consumers as it does to keep an existing one. The relationship between
the consumer and the organization is critical.
Developing good consumer relationships continues to be one of the major concerns for businesses
around the world. The role and importance of providing consumer service continues to be emphasized
by organizations of all sizes. Academic and practitioners alike continue to look for ways to measure and
create better consumer service.
In the Handbook of Research on Retailer-Consumer Relationship Development, Fabio Musso and
Elena Druica have edited the quintessential collection of research articles that address many of the major
issues related to the study and practice of relationship between retailers and their consumers. They have
brought together academics from all over the world to address the key issues for the development of
successful relationships between retailers and their consumers for their different perspectives.
Section one of the book presents six chapters discussing how consumer behavior and buying preferences influence their relationships with retailers. Consumers’ perceptions of value, self-congruity,
well-being, and loyalty are a sample of some of the topics discussed in the initial section. The second
section of the book is a series of works that examine the role of store formats and retails services on the
consumer-retailer relationship. This section examines a wide variety of variables inside and outside (i.e.,
trees in a retail shopping area) of stores that influence the consumer experience.
The third section addresses a specific topic within a retail store that influences consumer behavior
– its atmosphere. This chapter looks at attempts by retailers to enhance the consumers’ experiences in
the store by appealing to their senses, training employees to be unbiased when working with consumers,
and showing consumers the retailers’ commitment to social responsibility.
The final section of the text presents seven chapters that show how retailers can use technology to
innovate in ways that improve their relationships with consumers. The integration of online sales and
promotion within the traditional retail environment is the topic of five of the chapters.
Overall, this collection of writings from authors representing 15 different countries presents a diverse
range of views on an important topic. It also shows the common need that exists for retailers to find ways
to develop good relationships with their consumers to keep them happy and loyal.
