Comparing perceived insecurity among customers and retail staff during service encounters |
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| Affiliation: | 1. Chair for Marketing and Retailing, University of Trier, Universitaetsring 15, 54296 Trier, Germany;2. HTW Saar, Waldhausweg 14, 66123 Saarbrücken, Germany;1. Faculty of Business & Law, Swinburne University of Technology, Hawthorn, Victoria, 3122, Australia;2. School of Business & Law, Edith Cowan University, Perth 6027, Australia;3. Sripatum International College, Sripatum University, Bangkok 10900, Thailand |
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| Abstract: | The study compares perceived insecurity by customers and retail staff during service encounters. The topic is important, because retailers invest millions of dollars in security. The framework of the study divides perceived insecurity into financial, physical, psychosocial and time-related insecurity. A total of 39 consumers participated in seven focus group discussions, and 34 retail staff members responded semi-structured interviews. The study confirms that from both customer and staff perspectives a high quality service encounter has an influence on perceived insecurity, and it diminishes disturbance and criminal activity. However, there are differences between customer and staff perspectives in many areas. |
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| Keywords: | Customers Retail staff Perceived insecurity Service encounter |
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