Customer showrooming behavior,customer orientation,and emotional labor: Sales control as a moderator |
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| Institution: | 1. College of Business, Tennessee Technological University, Cookeville, TN, 38505, USA;2. College of Business Administration, Inha University, 100, Inha-ro, Minchuhol?gu, Incheon, 22212, South Korea;1. SHU-UTS SILC Business School, Shanghai University, 20 Chengzhong Road, Jiading, Shanghai, 201899, China;2. Business School, University of Technology Sydney, 15 Broadway, Ultimo, NSW, 2007, Australia;3. Graduate School of China, Sungkyunkwan University, International Hall, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, 03063, South Korea;1. Sprott School of Business, Carleton University, 7007 Nicol, 1125 Colonel By Drive, Ottawa, ON, K1S 5B6, Canada;1. (Human Resource and Organizational Behavior), MDI, Murshidabad, West Bengal, India;2. (Organizational Behavior), School of Business, Hanyang University, Seoul, South Korea;1. School of Logistics, Chengdu University of Information Technology, 610103, Chengdu, China;2. School of Management, Chengdu University of Information Technology, 610103, Chengdu, China;1. Pennsylvania State University at Harrisburg, 777 W. Harrisburg Pike, Middletown, PA, 17057, USA;2. Farmer School of Business, Miami University, 83 N Patterson Ave, Oxford, OH, 45056, USA;1. School of Economics and Management, Hebei University of Technology, Tianjin 300401, PR China;2. School of Mathematical Sciences, Tiangong University, Tianjin 300387, PR China |
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| Abstract: | Despite the popularity of customer showrooming behavior (CSB), few studies have investigated how this phenomenon affects salespeople's sales behavior. To answer this research call, we explored the effect of CSB on customer orientation (CO), as they are associated with emotional labor (EL) and perceived sales control as a moderator. We gathered data from 397 salespeople in South Korean department stores. Our study showed that CSB affected deep acting negatively by reducing CO. Perceived outcome-based sales control enhances CSB's negative impact on CO. Nevertheless, perceived behavior-based sales control does not moderate the relationship between CSB and CO. Our results indicate that supervising salespeople using outcome-based control only worsens the effect of CSB on salespeople who combat CSB. |
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| Keywords: | Customer showrooming behavior Customer orientation Emotional labor Sales control |
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