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The relevance of virtual showrooms for sanitary retail

Author

Listed:
  • Marcus Diedrich

    (Diedrichs Creativ-Bad, Hallenberg, Germany)

  • Markus Peplinski

    (FOM Hochschule für Oekonomie & Management, Siegen, Germany)

Abstract

Hardly any other technical achievement has influenced the economy and society as strongly as the Internet. It not only offers unhindered access to almost all information in the world, but also helps to process transactions faster and more efficiently. Brick-and-mortar retail is increasingly under pressure due to the sometimes much cheaper competition from the Internet and is losing market share. One solution is a multi-channel strategy that incorporates virtual aspects into customer service. This study uses five hypotheses to investigate the extent to which virtual showrooms are used in sanitary retail and what benefits they bring to companies. The survey among 250 sanitary retailers is intended to provide answers to questions such as whether the use of virtual showrooms will increase and whether the use of a virtual showroom saves time in the customer service process. It is also interesting to see whether a virtual showroom has a positive effect on perceived customer satisfaction.

Suggested Citation

  • Marcus Diedrich & Markus Peplinski, 2020. "The relevance of virtual showrooms for sanitary retail," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(1), pages 26-36.
    • Handle: RePEc:cub:journm:v:15:y:2020:i:1:p:26-36
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    More about this item

    Keywords

    social media marketing; social networks; web 2.0; mobile internet; virtual reality; showroom;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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