In an affluent consumer society characterized by an abundance of products and information customers with high demands seek new inspiration and individual solutions. However customer inspiration (CI) has hardly been considered in marketing research yet. This study explores the psychological mechanisms of CI as a new concept in marketing as well as its effects on intentional and behavioral outcome variables. Findings indicate that CI can significantly influence loyalty and purchase amount. The positive loyalty effect is partially mediated by customer delight (CD) and positive affect (PA). Unplanned spending occurs as a result of a mental process leading from CI across PA and CD. Implications for retailers are discussed and directions for future research identified.
Online-Händlern fällt es schwer, das Rücksendeverhalten ihrer Kunden zu ändern.
Soziale Normen und Eigennutzen-Anreize sind als Ansätze zur Verhaltensände-
rung etabliert, wurden zur Ansprache von Online-Kunden bisher jedoch nicht
untersucht. Zwei Experimente zeigen, dass beide Anreize die Rücksendeabsicht
senken können, ohne die Kaufabsicht zu beeinträchtigen.
Despite the importance of geographic expansion in the services sector, few studies have analyzed the relationships between regional diversification, product diversification and performance for services firms. Here, we focus on experiential learning benefits and managerial complexity to investigate whether and how firms in the retail sector may benefit by expanding their activities within and across regional boundaries. Using panel data of 65 large European retailers from 19 countries for the period between 1997 and 2010, we find that intra-regional diversification has an inverted S-curve relationship and inter-regional diversification has an S-curve relationship with firm performance. Moreover, the results show that product diversification has a negative moderating effect on the relationship between inter-regional diversification and firm performance. Overall, these results add support in the services sector for the three-stage paradigm of international expansion and firm performance.
Although cross-border shopping has enormous impacts on many economies, it has not been investigated from a consumers' perspective. We show that cross-border shoppers feel inner conflicts that affect their purchase behaviors. Public policy makers can influence these conflicts by actively communicating the reasons for price differences in neighboring countries.
Motivated by potential savings, an increasing number of consumers travel to neighboring countries for the main purpose of shopping. This cross-border shopping might seriously harm local economies, for example in terms of revenue, unemployment, and social well-being.
In a quasi-field experiment, we show that cross-border shoppers are aware of their irresponsible behavior and feel inner conflicts. These conflicts affect their emotions and their intended future purchase behaviors. As consumers' inner conflicts depend on who they blame for the price differences (either national retailers or foreign economies), public policy makers should actively communicate the reasons for price differences between neighboring countries.
Konsumenten verlangen nach einem effizienten Einkaufsprozess und wollen schnell und unkompliziert zu ihrem Wunschprodukt gelangen. Handel und Hersteller können dabei durch übersichtliche Sortimente Unterstützung leisten. Die Übersichtlichkeit umfasst zwei Aspekte: (1) die tatsächliche Grösse und (2) die Präsentation des Sortiments. Der vorliegende Artikel untersucht die Auswirkungen des kombinierten Einsatzes von Sortimentsreduktion und visueller Gliederung des Regals (Regalkategorisierung) auf das Kaufverhalten am Point of Sale. Die Ergebnisse im realen Marktumfeld zeigen, dass sowohl eine Sortimentsreduktion als auch eine Regalkategorisierung Konsumenten den Auswahlprozess erleichtern. Während die Suchzeit signifikant sinkt, bleibt die Kaufabschlussrate konstant. Zudem bewirken beide Instrumente Effizienzverbesserungen auf Handelsseite durch eine Beschleunigung der in-store Prozesse.
