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Let me entertain you – Increasing overall store satisfaction through digital signage in retail waiting areas

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  • Garaus, Marion
  • Wagner, Udo

Abstract

Despite the growing interest in waiting perception management, no study has yet explored how environmental distracters in retailing waiting areas influence overall store satisfaction. This field experiment revealed that digital signage mounted at the checkout area of a grocery store positively influenced overall store satisfaction by distracting shoppers from monitoring queuing time. The presence of a digital signage system reduced the perceived waiting time while also creating favorable waiting experiences. However, only the latter influenced store satisfaction. This research highlights the importance of creating favorable waiting experiences.

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  • Garaus, Marion & Wagner, Udo, 2019. "Let me entertain you – Increasing overall store satisfaction through digital signage in retail waiting areas," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 331-338.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:331-338
    DOI: 10.1016/j.jretconser.2018.12.008
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    References listed on IDEAS

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    Cited by:

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    2. Hyeog-in Kwon & Yong-su Jeon & Bo-hyun Baek, 2021. "Solar Signage Business Model Design Using the EPSS Framework," Energies, MDPI, vol. 14(21), pages 1-14, October.
    3. Garaus, Marion & Wagner, Udo & Rainer, Ricarda C., 2021. "Emotional targeting using digital signage systems and facial recognition at the point-of-sale," Journal of Business Research, Elsevier, vol. 131(C), pages 747-762.
    4. Visentin, Marco & Tuan, Annamaria, 2021. "Book belly band as a visual cue: Assessing its impact on consumers’ in-store responses," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2020. "How do consumers process digital display ads in-store? The effect of location, content, and goal relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    6. Tomasz Antczak & Rafal Weron & Jacek Zabawa, 2020. "Data-driven simulation modeling of the checkout process in supermarkets: Insights for decision support in retail operations," WORking papers in Management Science (WORMS) WORMS/20/16, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.

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