Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance |
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| Institution: | 1. University of Alabama, Box 870225, Tuscaloosa, AL 35487, USA;2. University of Alabama, Department of Management, Box 870225, Tuscaloosa, AL 35487, USA;3. Portland State University, Portland, OR 97201, USA;1. Eindhoven University of Technology, Innovation, Technology Entrepreneurship & Marketing Group, School of Industrial Engineering, The Netherlands;2. Faculty of Economics and Business, University of Amsterdam, The Netherlands;3. Ozyegin University, Faculty of Economics and Administrative Sciences, Turkey;1. University of St. Gallen, Institute of Retail Management, Dufourstrasse 40a, CH-9000 St. Gallen, Switzerland;2. University of Augsburg, Chair for Value Based Marketing, Universitätsstr. 16, D-86159 Augsburg, Germany;3. University of St. Gallen, Institute of Retail Management, Dufourstrasse 40a, CH-9000 St. Gallen, Switzerland;1. Institute of Marketing, University of St. Gallen, Dufourstr. 40a, 9000 St. Gallen, Switzerland;2. GIM Gesellschaft für Innovative Marktforschung, Schumannstrasse 18, 10117 Berlin, Germany;3. Center for Customer Insight, University of St. Gallen, Bahnhofstrasse 8, 9000 St. Gallen, Switzerland;1. Cardiff Business School, Cardiff University, Colum Drive, Cardiff CF10 3EU, UK;2. University of Birmingham, Birmingham B15 2TT, UK;1. University of Groningen, Faculty of Economics and Business, The Netherlands;2. University of Maryland, Smith School of Business, United States;3. University of Pittsburgh, Joseph M. Katz Graduate School of Business, United States |
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| Abstract: | The increasing product commoditization and price transparency afforded by online retail channels have left many brick and mortar stores bearing the costs associated with being used as a physical showroom without reaping the rewards of the final sale. As customers continue to take advantage of retail stores to gather information and turn to competing channels for purchasing, the role of the retail salesperson has shifted and retailers have been left without a clear understanding of how to manage this change in the retailing landscape. In this research, we first define “showrooming” – and investigate individual (i.e., salesperson)-level experiential consequences of perceived showrooming. We find negative relationships between perceived showrooming and salesperson self-efficacy and salesperson performance, which are positively moderated by salesperson coping strategies and cross-selling strategies. Our findings suggest that the negative effects of showrooming can be combated though specific salesperson behaviors and strategies. Further, exploratory findings at the store level reaffirm a negative relationship between perceived showrooming behaviors and performance. Finally, we discuss the theoretical and practical implications of our findings and offer specific managerial actions to address showrooming. |
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| Keywords: | Showrooming Self-Efficacy Coping behaviors Salesperson performance Self-regulation theory Multi-channel shopping |
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