Mapping responsive retailing to identify future research trajectories

Sharma, Deepika; Bindra, Sunali; Taggar, Rashi; Dhir, Sanjay; Khoa, Tran Tien

doi:10.1504/jgba.2020.10035199

Cited by 1 publication

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“…The retailers have identified that responsiveness can be improved by responding quickly to customers, enhancing the capacity of time flexibility and contextualization of purchase decisions (Thomas et al, 2010;Reichhart and Holweg, 2007). Responsive retailers have shifted their focus towards the development of sustainable relationships with customers (Sharma et al, 2020c;Aflaki and Popescu, 2014), aiming to evoke customer's positive emotions and thereby strengthening their behavioural intentions (Cheung et al, 2020a). The inducement of positive emotions in customers will lead to the improved satisfaction of customers and their behavioural intention in the form of cross-buying behaviour, revisit intentions and referral behaviour (Hosany et al, 2015).…”

Section: Responsivenessmentioning

confidence: 99%

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Deciphering the impact of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and referral behaviour

Sharma

Paul

Dhir

et al. 2021

APJML

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PurposeThe ease and convenience of online shopping are shifting the customers to e-tailers. This has prompted offline retailers to re-examine behavioural patterns along with a reconfiguration for a responsive retail model. The paper investigates the influence of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and referral behaviour.Design/methodology/approachData were collected via a survey answered by 793 fashion customers from India, and for data analysis, partial least square structural equation modelling (PLS-SEM) was employed. Path analysis was used to determine the interrelationships amongst the constructs used in the study.FindingsThe standardized path coefficients depict competitive responsiveness as the highest contributor of retailers' responsiveness followed by service responsiveness, employee responsiveness and customer responsiveness. The findings suggest that customer satisfaction acts as the biggest contributor to referral behaviour followed by cross-buying behaviour and revisit intentions.Originality/valueThis study has made a substantial contribution to fashion apparel retailing. The findings revealed that responsive retailing influences the customers' post-purchase behaviour as they engage in more cross-buying, revisiting and referral behaviour. The retailers are encouraged to carefully monitor their preparedness to deliver a combination of sensory, emotional, cognitive and social experience to their customers.

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Section: Responsivenessmentioning

confidence: 99%

“…, 2010; Reichhart and Holweg, 2007). Responsive retailers have shifted their focus towards the development of sustainable relationships with customers (Sharma et al. , 2020c; Aflaki and Popescu, 2014), aiming to evoke customer's positive emotions and thereby strengthening their behavioural intentions (Cheung et al.…”

Section: Review Of Literaturementioning

confidence: 99%