Selling the Extraordinary in Experiential Retail Stores

Jähn, Steffen; Nierobisch, Tim; Toporowski, Waldemar; Dannewald, Till

doi:10.1086/698330

Cited by 33 publications

(66 citation statements)

References 38 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Likewise, the non-significant moderating effect of motivation orientation on the influence of customer–customer interaction on overall customer experience found in this study could possibly be due to: the sample for the present study included several super markets and banks where consumers are generally not involved enough to devote their cognitive resources to assess the magnitude of the effects of customer–customer interaction, and the differences in the effects of other variables such as the nature of stores (e.g. brand store vs flagship store) on utilitarian vs hedonic contexts (Jahn et al , 2018). Thus, industry specific studies are needed to shed further light on the interaction between motivation orientation and communication and between motivation orientation and customer–customer interaction.…”

Section: Discussionmentioning

confidence: 98%

“…The authors find that the usefulness of the new interactive media will be a stronger predictor of attitudes in a utilitarian shopping environment, whereas enjoyment of the new interactive media will be a stronger predictor of attitudes in a hedonic shopping environment. Also, the effect of retail experience is found to be more pronounced under recreational (vs task-oriented) motivation in flagship stores, whereas in brand stores retail experience has a stronger effect on brand experience under task-oriented (vs recreational) (Jahn et al , 2018). Thus, as customer experience is based on the customer’s internal and situational contexts (e.g.…”

Section: Literature Reviewmentioning

confidence: 89%

See 1 more Smart Citation

The customer experience – loyalty link: moderating role of motivation orientation

Stein

2019

JOSM

View full text Add to dashboard Cite

Purpose The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty intentions, and actual spend, and third, the moderating role of motivation orientation on these effects. Design/methodology/approach By recognizing the importance of capturing customer experience assessments at the “time of the experience”, a smartphone technology mobile app was developed for the purpose of this study. Real time customer experience data were collected at individual touch points. Findings The results show that the real-time touch point evaluations significantly effect overall customer experience and that these effects significantly differ for utilitarian and hedonic motivation orientations. The effects of technology, atmospherics, employee–customer interaction and service/product interaction touch points on overall customer experience are significantly stronger for hedonic orientation than for utilitarian orientation. In contrast, the effect of process touch point on overall customer experience is significantly stronger for utilitarian than hedonic orientation. Also, favorable overall customer experience evaluations exert significant positive influence on loyalty intentions, and actual spend, and these influences are significantly stronger for consumers with hedonic than utilitarian motivation orientations. Practical implications The findings of this study will enable companies to manage customer experience programs effectively by providing an understanding of the distinct touch points that occur along the customer journey and the relative importance of each of these touch points in enhancing customer experience. Originality/value This is the first empirical study that offers important insights on the effects of different touch points on customer experience, and on the moderating role of consumer motivation orientations on the touch points – customer experience – loyalty link by using real-time data.

show abstract

Section: Discussionmentioning

confidence: 98%

Section: Literature Reviewmentioning

confidence: 89%

The customer experience – loyalty link: moderating role of motivation orientation

Stein

2019

JOSM

View full text Add to dashboard Cite

show abstract

“…Nikhashemi et al (2016) found that entertaining store attributes had a significant impact on consumer's perceived store value and store loyalty. Using the umbrella concept of 'experiential retailing,' other researchers reported positive impacts of experiential retail stores on consumer's brand experience and loyalty (e.g., Jahn et al, 2018;Nierobisch et al, 2017). However, these researchers (Nikhashemi et al 2016) focused on store atmosphere variables (e.g., music, scent).…”

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

Saving Brick-and-Mortar Retail: Effects of Consumer-Engaged “Retail-tainment” on Consumers’ Store Perceptions and Store Loyalty

Lee¹,

Park²

2020

Pivoting for the Pandemic

View full text Add to dashboard Cite

show abstract

“…Experiential Assortment Benefits. Compared to the online channel, the physical store provides more opportunities to experience products based on sensory impressions, which enable customers to better assess product utility, enhance their brand awareness, and increase their purchase confidence (Avery et al 2012;Jahn et al 2018). When customers process website information about the physical channel, cues about experiential assortment benefits may further strengthen their intention to use the physical channel because customers' mind-sets become more strongly directed toward evaluating brands.…”

Section: Implicit Multichannel Communication: the Moderating Effect Omentioning

confidence: 99%

Websites as Information Hubs: How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to the Physical Store

Kleinkercher¹,

Emrich²,

Herhausen³

et al. 2018

Journal of the Association for Consumer Research

View full text Add to dashboard Cite

Multichannel retailers aim to steer customers to physical stores in order to increase cross-selling, benefit from higher margins, and offer multisensory experiences. The question of how retailers can steer customers to strategically important channels remains. We propose that retailers may induce customers to switch to physical stores by communicating information about channel integration on their websites and that this explicit communication is influenced by the implicit communication of shopping benefits of which customers and retailers may not be aware. Using a multilevel and multisource approach with field data on 1,479 customers and 104 firms, we find that informational online-to-physical channel integration on a retailer's website influences customers' online-to-physical store switching and that the density of concurrently communicated shopping benefits moderates this effect. Our results extend the literature on channel choice and provide implications for retailers regarding how to design websites as information hubs to steer customers to physical stores.

show abstract

Selling the Extraordinary in Experiential Retail Stores

Cited by 33 publications

References 38 publications

The customer experience – loyalty link: moderating role of motivation orientation

The customer experience – loyalty link: moderating role of motivation orientation

Saving Brick-and-Mortar Retail: Effects of Consumer-Engaged “Retail-tainment” on Consumers’ Store Perceptions and Store Loyalty

Websites as Information Hubs: How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to the Physical Store

Contact Info

Product

Resources

About