Competitive (versus Loyal) Showrooming: An Application of the Push-Pull-Mooring Framework
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Frasquet, Marta; Miquel-Romero, Maria-Jose
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Aquest document és un/a article, creat/da en: 2021
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Showrooming is an increasingly popular practic that threatens retailers' performance. This paper adopts the push-pull-mooring framework to understand the shopper decision to purchase online from a different retailer (competitive showrooming) rather than from the same retailer visited to gather information (loyal showrooming). Going beyond the customer motivation to get the best value, we focus on retailer-situational variables (store crowding and quality of salesperson service) and retailer-relational variables (customer satisfaction, trust and loyalty) in the decision on competitive (vs loyal) showrooming. Data was collected via a survey answered by 659 showroomers and analysed using fuzzy-set Qualitative Comparative Analysis (fsQCA) to unveil different patterns of competitive showrooming. Results highlight the role of mooring factors, such as a strong customer-retailer relationship and quality salespersons' service, in reducing competitive showrooming.
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