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Competitive (versus Loyal) Showrooming: An Application of the Push-Pull-Mooring Framework

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Competitive (versus Loyal) Showrooming: An Application of the Push-Pull-Mooring Framework

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dc.contributor.author Frasquet, Marta
dc.contributor.author Miquel-Romero, Maria-Jose
dc.date.accessioned 2021-09-22T11:46:00Z
dc.date.available 2021-09-22T11:46:00Z
dc.date.issued 2021
dc.identifier.citation Frasquet, Marta Miquel-Romero, Maria-Jose 2021 Competitive (versus Loyal) Showrooming: An Application of the Push-Pull-Mooring Framework Journal Of Retailing And Consumer Services 62 September 1 10
dc.identifier.uri https://hdl.handle.net/10550/80343
dc.description.abstract 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.
dc.language.iso eng
dc.relation.ispartof Journal Of Retailing And Consumer Services, 2021, vol. 62, num. September, p. 1-10
dc.subject Màrqueting
dc.title Competitive (versus Loyal) Showrooming: An Application of the Push-Pull-Mooring Framework
dc.type journal article es_ES
dc.date.updated 2021-09-22T11:46:00Z
dc.identifier.idgrec 147889
dc.rights.accessRights open access es_ES

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