The impact of physical changes on customer behavior

Mark P. Mobach

Management Research Review, 2013, vol. 36, issue 3, 278-295

Abstract: Purpose - This paper's aim is to determine whether shopping facilities in a waiting area influence customer behaviour and whether these behaviours positively influence their satisfaction and related sales of the displayed products. Design/methodology/approach - The approach used was a field experiment. At two sites patient behaviours were directly observed before a reconstruction of waiting areas during two weeks; at both sites a two‐week follow‐up was performed after the reconstruction. The responses of patients were surveyed in a convenience sample in the same periods of weeks and the data on sales were collected with desk research. Findings - In comparison with waiting areas that were almost empty, customers in a waiting area with shopping facilities had more interaction with the physical environment, experienced a shorter wait, were more satisfied with the prompt taking of orders, and spent more money. Practical implications - Organizations seeking to positively influence patient behaviour during the wait should take into account the quality of facility design of waiting areas and, if well chosen, these facilities can also be used to positively influence satisfaction and sales. Originality/value - This paper integrates theories from environmental psychology, marketing, and operations management in facility design to improve the properties of a waiting area, and by doing so, improve behaviour, satisfaction, and sales of customers. The study aims to inform marketers in the pharmacy shop sector allowing them to increase interaction with the shopping environment, improve customers' satisfaction, and raise customers' expenditures with facilities.

Keywords: Customer behaviour; Customer satisfaction; Environmental psychology; Facility management; Sales; Operations management; Waiting time; Individual behaviour (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:v:36:y:2013:i:3:p:278-295

DOI: 10.1108/01409171311306418

Access Statistics for this article

Management Research Review is currently edited by Dr Jay Janney and Prof Lerong He

More articles in Management Research Review from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().