Customer showrooming behavior, customer orientation, and emotional labor: Sales control as a moderator

Hyewon Park and Won-Moo Hur

Journal of Retailing and Consumer Services, 2023, vol. 72, issue C

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.

Keywords: Customer showrooming behavior; Customer orientation; Emotional labor; Sales control (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000152

DOI: 10.1016/j.jretconser.2023.103268

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