IDEAS home Printed from https://ideas.repec.org/a/gam/jadmsc/v8y2018i4p77-d186813.html
   My bibliography  Save this article

Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency

Author

Listed:
  • Silvia Cachero-Martínez

    (Cátedra Fundación Ramón Areces de Distribución Comercial, University of Oviedo, 33006 Oviedo, Spain)

  • Rodolfo Vázquez-Casielles

    (Business Administration, University of Oviedo, 33006 Oviedo, Spain)

Abstract

In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be.

Suggested Citation

  • Silvia Cachero-Martínez & Rodolfo Vázquez-Casielles, 2018. "Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency," Administrative Sciences, MDPI, vol. 8(4), pages 1-21, November.
    • Handle: RePEc:gam:jadmsc:v:8:y:2018:i:4:p:77-:d:186813
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-3387/8/4/77/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-3387/8/4/77/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Aradhna Krishna & Maureen Morrin, 2008. "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 807-818, October.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Foroudi, Pantea & Jin, Zhongqi & Gupta, Suraksha & Melewar, T.C. & Foroudi, Mohammad Mahdi, 2016. "Influence of innovation capability and customer experience on reputation and loyalty," Journal of Business Research, Elsevier, vol. 69(11), pages 4882-4889.
    4. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    5. Afonso Vieira, Valter & Vaz Torres, Claudio, 2014. "The effect of motivational orientation over arousal-shopping response relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 158-167.
    6. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    7. Jiunn-Ger Tony Li & Jai-Ok Kim & So Young Lee, 2009. "An empirical examination of perceived retail crowding, emotions, and retail outcomes," The Service Industries Journal, Taylor & Francis Journals, vol. 29(5), pages 635-652, May.
    8. Michel Wedel & Rik Pieters, 2015. "The Buffer Effect: The Role of Color When Advertising Exposures Are Brief and Blurred," Marketing Science, INFORMS, vol. 34(1), pages 134-143, January.
    9. António C. Moreira & Nuno Fortes & Ramiro Santiago, 2017. "Influence of sensory stimuli on brand experience, brand equity and purchase intention," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(1), pages 68-83, January.
    10. Ladhari, Riadh & Souiden, Nizar & Dufour, Béatrice, 2017. "The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 10-18.
    11. Isabelle Brun & Lova Rajaobelina & Line Ricard & Bilitis Berthiaume, 2017. "Impact of customer experience on loyalty: a multichannel examination," The Service Industries Journal, Taylor & Francis Journals, vol. 37(5-6), pages 317-340, April.
    12. Hill, Krista M. & Fombelle, Paul W. & Sirianni, Nancy J., 2016. "Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation," Journal of Business Research, Elsevier, vol. 69(3), pages 1028-1034.
    13. Aradhna Krishna, 2006. "Interaction of Senses: The Effect of Vision versus Touch on the Elongation Bias," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 557-566, March.
    14. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    15. Scholz, Joachim & Smith, Andrew N., 2016. "Augmented reality: Designing immersive experiences that maximize consumer engagement," Business Horizons, Elsevier, vol. 59(2), pages 149-161.
    16. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    17. Evanschitzky, Heiner & Iyer, Gopalkrishnan R. & Plassmann, Hilke & Niessing, Joerg & Meffert, Heribert, 2006. "The relative strength of affective commitment in securing loyalty in service relationships," Journal of Business Research, Elsevier, vol. 59(12), pages 1207-1213, November.
    18. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    19. Walsh, Gianfranco & Shiu, Edward & Hassan, Louise M. & Michaelidou, Nina & Beatty, Sharon E., 2011. "Emotions, store-environmental cues, store-choice criteria, and marketing outcomes," Journal of Business Research, Elsevier, vol. 64(7), pages 737-744, July.
    20. Geyskens, I. & Steenkamp, J.E.B.M. & Scheer, L.K. & Kumar, N., 1996. "The effects of trust and interdependence on relationship commitment : A trans-Atlantic study," Other publications TiSEM ef7c8d6c-963d-4ee7-8576-9, Tilburg University, School of Economics and Management.
    21. Srivastava, Mala & Kaul, Dimple, 2014. "Social interaction, convenience and customer satisfaction: The mediating effect of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1028-1037.
    22. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    23. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    24. L. Andreu & E. Bigné & R. Chumpitaz & V. Swaen, 2006. "How Does the Retail Environment Influence Shoppers' Emotional Experience? Evidence from Two Retail Settings," Post-Print hal-00255938, HAL.
    25. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    26. Kim, Sooyun & Park, Geebum & Lee, Yeonjoo & Choi, Sunmee, 2016. "Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop," Journal of Business Research, Elsevier, vol. 69(12), pages 5809-5818.
    27. C. Caldara & Aradhna Krishna & Ryan S. Elder, 2010. "Feminine to smell but masculine to touch ? Multisensory congruence and its effect on the aesthetic experience," Post-Print halshs-00528786, HAL.
    28. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Marle van Eyk & Felix Amoah & Thembelihle Yase, 2022. "Sustaining the Township Economy: An Investigation into the Factors Influencing the Shopping Experience of Spaza Shop Customers in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 14(3), pages 20-32.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cachero-Martínez, Silvia & Vázquez-Casielles, Rodolfo, 2021. "Building consumer loyalty through e-shopping experiences: The mediating role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    3. Yinglu Sun & Wei Xue & Subir Bandyopadhyay & Dong Cheng, 2022. "WeChat mobile-payment-based smart retail customer experience: an integrated framework," Information Technology and Management, Springer, vol. 23(2), pages 77-94, June.
    4. Flacandji, Michaël & Krey, Nina, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Journal of Business Research, Elsevier, vol. 107(C), pages 279-289.
    5. Lova Rajaobelina & Isabelle Brun & Sandrine Prom Tep & Manon Arcand, 2018. "Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 141-152, December.
    6. Arijit Bhattacharya & Manjari Srivastava, 2020. "A Framework of Online Customer Experience: An Indian Perspective," Global Business Review, International Management Institute, vol. 21(3), pages 800-817, June.
    7. Terblanche, Nic S., 2018. "Revisiting the supermarket in-store customer shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 48-59.
    8. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Siqueira, Jose Ribamar & ter Horst, Enrique & Molina, German & Losada, Mauricio & Mateus, Marelby Amado, 2020. "A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Khan, Imran & Hollebeek, Linda D. & Fatma, Mobin & Islam, Jamid Ul & Riivits-Arkonsuo, Iivi, 2020. "Customer experience and commitment in retailing: Does customer age matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Vianney Judith Robledo Herrera & Elena Patricia Mojica Carrillo & Sofía Elba Vázquez Herrera & Fernando Rey Castillo Villar, 2020. "Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(4), pages 1-8.
    12. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    14. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    15. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    16. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    17. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    18. Bolton, Ruth N. & Gustafsson, Anders & Tarasi, Crina O. & Witell, Lars, 2022. "Managing a Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters," Journal of Retailing, Elsevier, vol. 98(2), pages 294-314.
    19. Srivastava, Mala & Kaul, Dimple, 2014. "Social interaction, convenience and customer satisfaction: The mediating effect of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1028-1037.
    20. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jadmsc:v:8:y:2018:i:4:p:77-:d:186813. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.