Charles Dennis

The effect of ambient scent on consumers' perception, emotions, and behaviour: A critical review

Abstract The effect of olfactory stimuli on consumer behaviour has received little attention in marketing and retailing literature compared to other atmospheric cues. Researchers report ambiguous findings and shortcomings of measurement approaches. Based on a critical literature review, a field experiment in a regional shopping mall investigates the effectiveness of ambient scent. Before-and-after surveys of randomly selected shoppers in experimental and control groups were conducted and different experimental designs simulated. Those designs not controlling either extraneous variables or attitudinal differences between the control and experimental group reveal a positive effect on factors operationalising mall perception and consumers emotions. The design controlling both sources of bias indicates no impact of ambient scent on the dependent variables. None of the behavioural variables were affected in any case. This paper questions prior findings on the effectiveness of ambient scent in a shopping-mall environment and calls for more rigour in investigating the effectiveness of atmospheric stimuli in general.

What drives consumers' continuance intention to e-shopping?: Conceptual framework and managerial implications in the case of Saudi Arabia

Purpose – The purpose of this study is to propose a model of e‐shopping continuance intentions that incorporates the revised technology acceptance model and expectation confirmation theory and evaluates the expanded model in a new context: Saudi Arabia.Design/methodology/approach – The 465‐respondent sample consists of internet users in Saudi Arabia. A structural equation model confirms model fit.Findings – Perceived usefulness, enjoyment, and social pressure are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived usefulness to continuous intention are not invariant between men and women. Notwithstanding that the study finds few differences between mens and womens e‐shopping behaviour, the findings for women are important because of the special role that e‐shopping can play in Muslim countries, including Saudi Arabia where there are cultural and legal restricti...

The antecedents of travellers’ e-satisfaction and intention to buy airline tickets online: A conceptual model

Purpose – The purpose of this paper is to utilise the existing theories on consumer behaviour and scales within web quality to develop a framework for measuring travellers’ web satisfaction and willingness to purchase tickets through airlines’ web sites. Design/methodology/approach – The paper is discursive, based on the analysis and synthesis of literature pertaining to e-consumer behaviour, web quality and travel and tourism streams. Gaps in the previous research have been identified and a conceptual framework is consequently proposed. In addition, further research and methodology is suggested. Findings – The paper proposes a conceptual framework that can measure consumers’ electronic satisfaction and intention to purchase tickets from airlines’ web sites. The framework includes nine constructs: information quality, system quality, perceived usefulness, perceived ease of use, e-trust, airline reputation, price perception, e-satisfaction and intention to purchase. Research limitations/implications – As a...

The wallpaper matters: Digital signage as customer-experience provider at the Harrods (London, UK) department store

Abstract This paper draws on the construct of brand experience to investigate the previously little-researched role of digital signage (DS) in retail atmospherics. Face-to-face between-subjects survey experiments were carried out at permanent DS installations in the UK: a pretest in a university (nu2009=u2009103), and a field trial at the Harrods department store, London (nu2009=u2009437). Findings demonstrate the effectiveness of DS sensory-affective advertisments (little functional information), whereas previous studies concern mainly cognitive content. DS content high on sensory cues evokes affective experience. DS ads that are high in factual information evoke intellectual experience. Evoked affective experience is more associated with attitude towards the ad and approach towards the advertiser than is evoked intellectual experience. Summary statement of contribution: The findings indicate that incidental brand-related stimuli on DS can lead to evaluative judgments such as attitudes. Such stimuli can also work by evoking sensory and affective experiences and eliciting approach behaviour towards an advertiser. Practical implications arise as ‘affective’ DS ads can increase shoppers’ approach towards an advertiser and the store that carries the ads, especially in generating loyalty from first time shoppers.

The driving factors of continuance online shopping: gender differences in behaviour among students the case of Saudi Arabia

This study proposes a model of e-shopping continuance intentions combining the revised technology acceptance model and expectation confirmation theory, measuring student gender differences with regard to continuance online shopping intentions in Saudi Arabia. The results of an online survey (n = 234, 61.5% women, 38.5% men) are used in a structural equation model that confirms fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. The structural weights are largely equivalent, but the paths from subjective norms to enjoyment and subjective norms to continuance intention (men) and perceived usefulness to continuous intention (women) are not supported. The main contribution is to move beyond intentions to continuance. The model explains 71% of the intention to continue shopping online. The results suggest that online strategies cannot ignore gender differences on continuance intentions. The model can be generalised across the main commercial regions of Saudi Arabia.

To immerse or not? Experimenting with two virtual retail environments.

Purpose n n n n nThe purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions. n n n n nDesign/methodology/approach n n n n nThe method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove. n n n n nFindings n n n n nResults demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers. n n n n nOriginality/value n n n n nThis work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.

Special issue on CRM: Technology adoption, business implications, and social and cultural concerns

It gives us great pleasure to welcome you to this special issue of the Journal of Marketing Management. This issue is dedicated to the publication of selected papers in the customer relationship management (CRM) domain, from technology, business implications, and social and cultural perspectives. Over the course of the last 30 years, there has been a dramatic growth in the acquisition of CRM systems. Understanding and responding to customer needs and improving customer service have become important elements of corporate business strategy, and CRM systems are being used by different organisations to support these strategies. However, more recently, there has been an increase in reported CRM failures, suggesting that the implementation issues are not just technical but encompass wider business, social, and cultural factors. Many CRM implementations do not produce the expected results, and even with technical feasibility, few of the promised benefits of CRM have been fulfilled. Theory in these areas, and areas relating to these interrelationships, remains relatively under-researched. The aim of this special issue is to bridge this gap, and to advance understanding of the application of relevant theoretical perspectives. The first paper by Jung, Ineson, and Green, ‘Online social networking: Relationship marketing in UK hotels’, links social aspects in the form of online social networking (OSN) to relationship marketing in the context of luxury hotels. The authors find that OSNs provide relationship-marketing opportunities and increase business value. The social networking theme is continued in the second paper by Archer-Brown, Piercy, and Joinson, ‘Examining the information value of virtual communities: Factual versus opinion-based message content’, which examines the type of content that is most valued in virtual communities (VCs). In contrast to prior research on advertising, the paper reports that informative content is more highly valued and can lead to enhanced customer relationships and co-production of value. The third paper by Braganza, Stebbings, and Ngosi, ‘The case of customer recruitment processes: Dynamic evolution of customer relationship management resource networks’, tackles head-on the concern that organisations continue to invest heavily in CRM systems that are redundant by the time they are launched, mainly because such systems are designed for stable environments, whereas today’s real business world is turbulent. Based on an in-depth case study, the authors present seven principles to guide the development of customer recruitment processes that are designed for change. Again, the influence of social networks is to the fore, along with stakeholders and resources. The next paper by Iriana, Buttle, and Ang, ‘Does organisational culture influence CRM’s financial outcomes?’, continues the investigation of the antecedents of successful CRM systems. Based on a survey of organisations that have such systems, the paper concludes that an organisation’s culture is strongly associated with CRM success.

Preferences of smart shopping channels and their impact on perceived wellbeing and social inclusion

Abstract This study examines consumers’ interactions with retailers via three different shopping channels. Two of the channels are “smart” (technological) channels, comprising (i) where consumers shop using a computer and (ii) where consumers shop using a mobile phone. These two channels are compared with (iii) the traditional store channel. The paper explores the effect that consumers’ interactions with these channels has on their wellbeing, with a focus on individuals who perceive themselves as being socially excluded, for example, lacking access to goods, services and information. We make a connection between social exclusion and channel contribution to wellbeing for multiple channels, through the lens of the Theory of Planned Behaviour. The online survey findings (nxa0=xa01368) indicate that for each channel, there is a higher contribution to wellbeing for that channel for people who are more socially excluded. Social exclusion can have many underlying causes, but channel contributions to wellbeing remain for consumers suffering from financial stress and also those with mobility disability. For the mobile phone channel, the positive channel contributions to wellbeing are greater for younger than for older people. The paper outlines the implications for scholars and practitioners.

Corporate impression formation in online communities: a qualitative study

Purpose – This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their communication activities. The present study identifies the underlying components relevant to successful corporate communication in OCs, and further explore if and how online community members (OCMs) expect companies to communicate with them, explaining how corporate impressions are formed. Design/methodology/approach – A qualitative research method was chosen, consisting of two stages. In stage one, 17 expert interviews with academics and practitioners were conducted, and in stage two, 12 OCMs were interviewed to clarify the concepts and gain new insights. Findings – The study gains new knowledge relating to corporate communication in OCs and image formation. Specifically, the authors identify and confirm important key...

The Value of Shopping Channels and the Relationship with Social Exclusion and Perceived Well-Being: An Abstract

This paper examines the impact of social exclusion (caused by reduced mobility/disability) on consumers’ choices of retail channels. Socially excluded consumers experience difficulties in accessing stores and may select electronic channels in order to alleviate the consequences of social exclusion and improve their wellbeing. We examined the interrelationships between, social exclusion, attitude, social norms, intentions to use a specific retail channel, perceived value, and the perceived contribution to wellbeing of three shopping channels, namely, computer, mobile phone, and the mall.