Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework

Marta Frasquet and Maria-Jose Miquel-Romero

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

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.

Keywords: Competitive showrooming; Relationship marketing; Salesperson; Crowding; Value consciousness (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002058

DOI: 10.1016/j.jretconser.2021.102639

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