When and why signaling frontline employee inexperience can prove to be an asset: Effects on consumer forgiveness for service failure

L’influence des utilisations du téléphone portable sur l’expérience de magasinage

Michaël Flacandji () and Mariana Vlad ()
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Michaël Flacandji: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux, UB - Université de Bordeaux

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Abstract: The purpose of this exploratory study is twofold: 1) to identify the extent to which the use of mobile phones in store can enrich or alter the shopping experience in relation to grocery shopping; and 2) to find if customers and retailers share the same representations on this impact. With this aim, semi-structured interviews with 34 mobile users in store and 15 professionals were conducted. The dyadic analysis carried out emphasizes that the different uses of mobile, related to the shopping task or not, have a different impact on the dimensions of the shopping experience. The results also shed light on the interrelations that operate between them.

Keywords: shopping experience; omnichannel experience; mobile; ambivalence; grocery retailing; courses ordinaires; téléphone portable; expérience omnicanal; expérience de magasinage (search for similar items in EconPapers)
Date: 2020-12-07
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Published in Décisions Marketing, 2020, 100 (12), pp.79-96. ⟨10.7193/DM.100.79.96⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05655271

DOI: 10.7193/DM.100.79.96

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