{"title":"Driving customer inspiration to foster loyalty: a study on showroomers","authors":"Marta Frasquet, Marco Ieva","doi":"10.1108/jcm-06-2023-6121","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This paper aims at understanding the role of customer inspiration in driving loyal (versus competitive) showrooming behaviour and positive word of mouth towards a retailer.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This paper designed a model of customer inspiration in the showrooming context and tested it with data from more than 600 showroomers.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Showroomers are inspired in-store by salesperson quality and offline-to-online integration services. Inspired-by is positively related to inspired-to, which in turn drives loyal showrooming behaviour and positive word of mouth.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This paper develops the construct of customer inspiration in an omnichannel context and uncovers novel antecedents and consequences. The outcome provides useful implications for retailers in dealing with showroomers, with the aim of increasing their loyalty.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"46 1","pages":""},"PeriodicalIF":2.7000,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcm-06-2023-6121","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This paper aims at understanding the role of customer inspiration in driving loyal (versus competitive) showrooming behaviour and positive word of mouth towards a retailer.
Design/methodology/approach
This paper designed a model of customer inspiration in the showrooming context and tested it with data from more than 600 showroomers.
Findings
Showroomers are inspired in-store by salesperson quality and offline-to-online integration services. Inspired-by is positively related to inspired-to, which in turn drives loyal showrooming behaviour and positive word of mouth.
Originality/value
This paper develops the construct of customer inspiration in an omnichannel context and uncovers novel antecedents and consequences. The outcome provides useful implications for retailers in dealing with showroomers, with the aim of increasing their loyalty.
期刊介绍：
■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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