CAPÍTULO II. DIAGNÓSTICO Y ANÁLISIS TERRITORIAL
CAPÍTULO 3. PROBLEMÁTICA TERRITORIAL
A review of existing literature has identified that the focus of research is mainly on elements such as lighting, layout, colour, music, in-store visualisation, etc. Those are the constructs over which retailers have direct control. Although a substantial body of literature describes how retailers can influence observable customer behaviours by manipulating enduring and transient aspects of their store environments, very little research has investigated how consumers experience these different aspects, particularly in a grocery retailing environment. Related research should recognise that the store environment and store images work on different levels. However, where store environment literature focuses on particular details of the experience, store image literature takes a more general approach.
The aim is to achieve greater coherence, as well as perhaps even finding a new way to combine these two research streams. Studies that investigate how customers experience grocery shopping trips will be reviewed. In this context, one issue deserving attention is defining what constitutes delightful and disappointing shopping experiences (Arnold et al., 2005) and how these experiences may influence the customers’ shopping plans. The effects of ‘ pre-shopping’ factors (e.g., customers’ overall shopping goals, store-specific shopping objectives), are generally unexplored. With an overreaching review question focusing on the impact of the in-store environment on consumer goals and behaviours, several areas of interest can be distinguished (Figure 2.4). However, with this more holistic approach, a new model is developed, which covers a complete shopping path of the customer. In the model, the major factors influencing customers’ shopping trip are identified and its key elements are highlighted.
Social environment: the impact customers’ friends, colleagues, and family have on each other during a shopping trip. The focus is on the interpersonal influence of customers and how the interactions among them can have a profound effect on the customer shopping experience as well as their responses in store (McGrath & Otnes, 1989; Otnes et al.,
1993; Martin & Pranter, 1989; Lam, 2001; Eroglu & Machleit, 1990; Martin, 1996; Ajzen, 1991).
Retail atmosphere/layout: what kind of shopping environment cues have the biggest impact on customers, influencing their emotional effects in order to increase purchases. The focus here is on ambient and design factors such as lighting, scent, colour, music etc., in order to verify what kind of direct effect they have on the shopping experience (Mitchell et al., 1995; Spangenberg et al., 1996; Eroglu & Malcheit, 1990; Hart et al., 2007; Baker et al., 1994; Donovan & Rossiter, 1982).
Assortment: customers’ perceptions of the breadth of different products and services offered by a retailer influences customer shopping experience and their behaviour. Different assortment strategies are important constructs and they have impact on the customers (Ailawadi et
al., 2009; Keller, 2003; Broniarczyk et al., 1998; Steenkamp & Dekimpe,
1997; Baker et al., 2002; Kopalle et al., 2009).
Price: this is an important construct controlled by retailers and it influences the perceived shopping experience. Different pricing strategies have an impact on the customers’ shopping goals (Bell et al., 1998; Bolton & Shankar, 2003; Hoch et al., 1994; Esbjerg et al., 2012; Kalwani & Kin-Yim, 1992).
Promotions/ special offer communications: they are important part of the marketing mix and retailers aim to build store-brand image with the intention of influencing consumer attitude and behaviour. Different kinds of promotions play a different role in retailing, influencing customers’ shopping goals and behaviour (Kaltcheva et al., 2013; Mulhern & Padgett, 1995; Kalwani & Kin-Yim, 1992; Sigue, 2008; Ailawadi et al., 2006).
Branding: retailers make a big effort to improve their brand management to influence their customers’ behaviour. Brand and brand-related information cues will be reviewed regarding how those influence customer evaluation as well as any advantages offered for the retailers
by having strong brands (Porter & Claycomb, 1997; Baker et al., 1994; Wu et al., 2011).
Service interface and critical incidents: i.e., specific events during a shopping trip which make a positive or negative contribution to the shopping experience (Arnold et al., 2005). Shopping satisfaction is influenced in this way. The impact they have will be analysed depending on the customers’ shopping trip motivations and expectations (Arnold et al., 2005; Esbjerg et al., 2012; Westbrook & Oliver, 1981). After analysing the implications from previous studies (Baker et al., 1994; Baker et al., 2002; Grewal et al., 2004; Kaltcheva & Weitz, 2006; Sirohi et al., 1998; Verhoef et al., 2009) key determinants were developed creating the customer experience (Figure 2.4).
Knowing that motivational orientation impacts the effect of arousal on pleasantness, it is important to acknowledge that customers’ goals influence the way in which consumers recognise the retail environment and its different marketing mix elements. Customers’ goals, such as entertainment, recreation, social interaction, and intellectual stimulation (Arnold & Reynolds, 2003), influence the way customers go through different levels of the decision-making process. Goals help customers formulate their shopping decisions, which is why a better understanding of those goals, should help retail operators develop new and innovative retail formats.
The conceptual model includes customers’ goals and emotional responses, as research has shown that emotions experienced in the store have an impact on how customers perceive retailers (Eroglu & Machleit, 1990; Turley & Milliam, 1992). Thus, customers’ emotional responses play an important role in creating an impact on the shopping experience. The existence of potential situational moderators are acknowledged in the model (e.g., social environment or critical incidents).
The model helps to understand how the customer’s experience is created, what kind of impact it may potentially have, and its different components. In the sections below, the main components of the model are
Figure 2.4 Key determinants creating customer experience – conceptual model. Source: Author
explored (Figure 2.4) – the ones which have direct impact on creating the shopping experience, at the same time influencing customers’ behaviour. In an attempt to narrow the study, other determinants, which are the part of the customers’ complete shopping path (Figure 2.5), will not be discussed. Using the holistic approach to customer experiences, it is very important to understand that a customer’s shopping experience is not limited only to the customer’s interaction in the store. It is rather created and implicated by a combination of different factors, which also occur before and after sales. That is why, even in narrowing the study (Figure 2.4), these different dynamics influencing and impacting the customer experience from a holistic point of view need to be considered.