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http://hdl.handle.net/1942/21189
Title: | Lost in store navigation: What’s the bottom line of irritation, shortfall, and unplanned purchases? | Authors: | WILLEMS, Kim Schepers, Jeroen Demoulin, Nathalie |
Issue Date: | 2015 | Source: | Proceedings of the 44th European Marketing Conference | Abstract: | This article addresses shoppers’ wayfinding problems in-store. Study 1 identifies store layout illegibility (SLI) to be the main store environmental driver of shopping irritations, impacting negatively on customer satisfaction, based on a consumer survey (n = 150) in grocery retailing. Study 2 moreover finds a positive effect of wayfinding problems on shortfall and on unplanned purchases in grocery retailing (consumer survey, n = 402). Variety may well be the spice of life, but it’s apparently not that of the retailer’s business. A predictable layout, rather than the occasional change is advised in this paper’s implications for retail academics and managers. | Keywords: | wayfinding; store layout illegibility; satisfaction; shopper irritations; shortfall; unplanned purchases | Document URI: | http://hdl.handle.net/1942/21189 | Category: | C2 | Type: | Proceedings Paper |
Appears in Collections: | Research publications |
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