Coping emotional discomfort at retail checkout: Potential distractions and implications
-
DOIhttp://dx.doi.org/10.21511/im.18(3).2022.14
-
Article InfoVolume 18 2022, Issue #3, pp. 159-169
- 505 Views
-
158 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Retail customers often wait to complete their purchases during the checkout process. Prior research suggests that long checkout lines and service delays negatively affect customers’ evaluation of store services. The present study investigates the potential customer and in-store distractions and their implication for emotional discomfort due to crowding stress. This study employed a cross-sectional research design and surveyed 385 respondents visiting the target retail outlets in Bengaluru, India. Correlation analysis explored the relationship between self-distraction, in-store distractions, and emotional discomfort. The study found that self-distraction negatively correlates with discomfort while in the queue (r = –0.119) and discomfort during the billing (r = –0.119). In contrast, in-store distractions (r = –0.161) and video displays near the checkout area (r = 0.116) effectively reduce emotional discomfort while in the queue. Additionally, point-of-purchase (POP) display (r = –0.265) and availability of refreshments near the billing counter (r = –0.175) are effective in reducing emotional discomfort during the billing. This study thus offers viable and affordable methods of improving the customer’s waiting experience while contributing to store profits.
- Keywords
-
JEL Classification (Paper profile tab)D91, L81, M31
-
References70
-
Tables5
-
Figures0
-
- Table 1. Sample demographics
- Table 2. Relationship between self-distraction and emotional discomfort while in the queue
- Table 3. Relationship between self-distraction and emotional discomfort during the billing
- Table 4. Relationship between in-store distractions and emotional discomfort while in the queue
- Table 5. Relationship between in-store distractions and emotional discomfort during the billing
-
- Antonides, G., Verhoef, P., & van Aalst, M. (2002). Consumer Perception and Evaluation of Waiting Time: A Field Experiment. Journal of Consumer Psychology, 12(3), 193-202.
- Athanassopoulos, A., Gounaris, S., & Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction: an empirical study. European Journal of Marketing, 35(5/6), 687-707.
- Bae, G., & Kim, D. Y. (2014). The effects of offering menu information on perceived waiting time. Journal of Hospitality Marketing and Management, 23(7), 746-767.
- Bagozzi, R. P., & Pieters, R. (1998). Goal-directed Emotions. Cognition and Emotion, 12(1), 1-26.
- Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
- Bennett, R. (1998). Queues, customer characteristics and policies for managing waiting-lines in supermarkets. International Journal of Retail & Distribution Management, 26(2), 78-87.
- Bielen, F., & Demoulin, N. (2007). Waiting time influence on the satisfaction-loyalty relationship in services. Managing Service Quality, 17(2), 174-193.
- Buckner, R. L., Andrews-Hanna, J. R., & Schacter, D. L. (2008). The brain’s default network: Anatomy, function, and relevance to disease. Annals of the New York Academy of Sciences, 1124(1), 1-38.
- Cheng, Y. H., & Tsai, Y. C. (2014). Train delay and perceived-wait time: passengers’ perspective. Transport Reviews, 34(6), 710-729.
- Cochran, W. G. (1977). Sampling Techniques (3rd ed.). John Wiley & Sons.
- Cui, S., Veeraraghavan, S. K., Wang, J., & Zhang, Y. (2018). Observational Reneging. SSRN Electronic Journal.
- Dahm, M., Wentzel, D., Herzog, W., & Wiecek, A. (2018). Breathing Down Your Neck!: The Impact of Queues on Customers Using a Retail Service. Journal of Retailing, 94(2), 217-230.
- Davis, M. M., & Heineke, J. (1994). Understanding the Roles of the Customer and the Operation for Better Queue Management. International Journal of Operations & Production Management, 14(5), 21-34.
- Durrande-Moreau, A. (1999). Waiting for service: ten years of empirical research. International Journal of Service Industry Management, 10(2), 171-194.
- Frenk, J. B. G., Thurik, A. R., & Bout, C. A. (1991). Labour costs and queueing theory in retailing. European Journal of Operational Research, 55(2), 260-267.
- Garaus, M., & Wagner, U. (2019). Let me entertain you – Increasing overall store satisfaction through digital signage in retail waiting areas. Journal of Retailing and Consumer Services, 47, 331-338.
- Haji, B., & Ross, S. M. (2015). A Queuing Loss model with Heterogeneous Skills based Servers under Idle Time ordering policies. Journal of Applied Probability, 52(1), 269-277.
- Haynes, P. J. (1990). Hating to wait: Managing the final service encounter. Journal of Services Marketing, 4(4), 20-26.
- Hornik, J. (1984). Subjective vs. Objective Time Measures: A Note on the Perception of Time in Consumer Behavior. Journal of Consumer Research, 11(1), 615.
- Houston, M. B., Bettencourt, L. A., & Wenger, S. (1998). The relationship between waiting in a service queue and evaluations of service quality: A field theory perspective. Psychology and Marketing, 15(8), 735-753.
- Hui, M. K., Dube, L., & Chebat, J.-C. (1997). The Impact of Music on Consumers’ Reactions to Waiting for Services. Journal of Retailing, 73(1), 87-104.
- Hui, M., & Bateson, J. E. G. (1991). Perceived Crowding on Control and and Consumer the Effects Choice of the Experience. Journal of Consumer Research, 18(2), 174-184.
- James, W. (1890). The principles of psychology. Henry Holt and Company.
- Jones, P., & Peppiatt, E. (1996). Managing perceptions of waiting times in service queues. International Journal of Service Industry Management, 7(5), 47-61.
- Kalisch, R., Wiech, K., Herrmann, K., & Dolan, R. J. (2006). Neural correlates of self-distraction from anxiety and a process model of cognitive emotion regulation. Journal of Cognitive Neuroscience, 18(8), 1266-1276.
- Kanet, J. J., & Sridharan, V. (2000). Scheduling with Inserted Idle Time: Problem Taxonomy and Literature Review. Operations Research, 48(1), 99-110.
- Katz, K. L., Larson, B. M., & Larson, R. C. (1991). Prescription for the waiting-in-line blues: entertain, enlighten, and engage. Sloan Management Review, 32(2), 44.
- Kim, S. Y., & Yi, Y. (2017). Embarrassed customers: the dark side of receiving help from others. Journal of Service Management, 28(4), 788-806.
- Larson, R. C. (1987). Perspectives on Queues: Social Justice and the Psychology of Queueing. Operations Research, 35(6), 895-905.
- Lawless, M. E. (2014). Checking Out: A Qualitative Study of Supermarket Cashiers’ Emotional Response to Customer Mistreatment. University of South Florida.
- Levav, J., & Zhu, R. (2009). Seeking Freedom through Variety. Journal of Consumer Research, 36(4), 600-610.
- Li, M., Choi, T. Y., Rabinovich, E., & Crawford, A. (2013). Self-service operations at retail stores: The role of inter-customer interactions. Production and Operations Management, 22(4), 888-914.
- Liang, C. C. (2016). Queueing management and improving customer experience: empirical evidence regarding enjoyable queues. Journal of Consumer Marketing, 33(4), 257-268.
- Mantel, S., & Kellaris, J. (1994). The influence of mood and gender on consumers’ time perceptions. Advances in Consumer Research, 21(1), 514-518.
- Matthew, A. K., & Daniel, T. G. (2010). A Wandering Mind Is an Unhappy Mind. Science, 330(6006), 932.
- Miller, E. G., Kahn, B. E., & Luce, M. F. (2008). Consumer wait management strategies for negative service events: A coping approach. Journal of Consumer Research, 34(5), 635-648.
- Miranda, M. J. (2008). Determinants of shoppers’ checkout behaviour at supermarkets. Journal of Targeting, Measurement and Analysis for Marketing, 16(4), 312-321.
- Mohamad, M. S. (2015). Store Environment, Personality Factors and Impulse Buying Behavior in Egypt: The Mediating Roles of Shop Enjoyment and Impulse Buying Tendencies. Journal of Business and Management Sciences, 3(2), 69-77.
- Morin, S., Dube, L., & Chebat, J. C. (2007). The role of pleasant music in servicescapes: A test of the dual model of environmental perception. Journal of Retailing, 83(1), 115-130.
- Mou, S., Robb, D. J., & DeHoratius, N. (2018). Retail store operations: Literature review and research directions. European Journal of Operational Research, 265(2), 399-422.
- Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th ed.). Pearson Education Limited.
- Nicholls, A. J., & Cullen, P. (2004). The child-parent purchase relationship: “Pester power”, human rights and retail ethics. Journal of Retailing and Consumer Services, 11(2), 75-86.
- Park, S., Min, K., & Lee, Y. (2014). Waiting in line at a fashion store: psychological and emotional responses. Fashion and Textiles, 1(1), 1-14.
- PricewaterhouseCoopers. (2015). Total Retail 2015: Retailers and the Age of Disruption.
- Priyangika, J. S. K. C., & Cooray, T. M. J. A. (2016). Analysis of the Sales Checkout Operation in Supermarket Using Queuing Theory. Universal Journal of Management, 4(7), 393-396.
- Pruyn, A., & Smidts, A. (1998). Effects of waiting on the satisfaction with the service: Beyond objective time measures. International Journal of Research in Marketing, 15(4), 321-334.
- Robbins, D. A. (1978). Waiting and Unemployment. Human Studies, 1(1), 83-91.
- Sarel, D., & Marmorstein, H. (1998). Managing the delayed service encounter: the role of employee action and customer prior experience. The Journal of Services Marketing, 12(3), 195-208.
- Schmitt, B. H., Dube, L., & Leclerc, F. (1992). Intrusions Into Waiting Lines: Does the Queue Constitute a Social System? Journal of Personality and Social Psychology, 63(5), 806-815.
- Schopler, J., & Stockdale, J. E. (1977). An interference analysis of crowding. Environmental Psychology and Nonverbal Behavior, 1(2), 81-88.
- Seawright, K. K., & Sampson, S. E. (2007). A video method for empirically studying wait-perception bias. Journal of Operations Management, 25(5), 1055-1066.
- Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153-175.
- Taylor, S. (1994). Waiting for Service: The Relationship between Delays and Evaluations of Service. Journal of Marketing, 58(2), 56-69.
- Taylor, S. (1995). The effects of filled waiting time and service provider control over the delay on evaluations of service. Journal of the Academy of Marketing Science, 23(1), 38-48.
- Thakur, R. (2019). The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship. European Journal of Marketing, 53(7), 1278-1310.
- Tom, G., & Lucey, S. (1995). Waiting time delays and customer satisfaction in supermarkets. Journal of Services Marketing, 9(5), 20-29.
- Torlak, O., Uzkurt, C., & Özmen, M. (2010). Dimensions of service quality in grocery retailing: a case from Turkey. Management Research Review, 33(5), 413-422.
- Triantafillidou, A., Siomkos, G., & Papafilippaki, E. (2017). The effects of retail store characteristics on in-store leisure shopping experience. International Journal of Retail and Distribution Management, 45(10), 1034-1060.
- Tsang, S., Royse, C. F., & Terkawi, A. S. (2017). Guidelines for developing, translating, and validating a questionnaire in perioperative and pain medicine. Saudi Journal of Anaesthesia, 11(5), 80-89.
- Ullal, M. S., Hawaldar, I. T., Mendon, S., & Joseph, N. (2020). The effect of artificial intelligence on the sales graph in Indian market. Entrepreneurship and Sustainability Issues, 7(4), 2940-2954.
- Ullal, M. S., Spulbar, C., Hawaldar, I. T., Popescu, V., & Birau, R. (2021). The impact of online reviews on e-commerce sales in India: a case study. Economic Research-Ekonomska Istraživanja, 34(1), 2408-2422.
- Van Riel, A. C. R., Semeijn, J., Ribbink, D., & Bomert-Peters, Y. (2012). Waiting for service at the checkout: Negative emotional responses, store image and overall satisfaction. Journal of Service Management, 23(2), 144-169.
- Vinish, P., & Maruthi Ram, R. (2019). Mediating Effects of In-Store Customer Experience in Organised Retail Outlets. International Journal of Research in Management & Business Studies, 6(4), 85-88.
- Vinish, P., Pinto, P., & Hawaldar, I. T. (2022). Consequences of Retail Checkout Crowding on Perceived Emotional Discomfort and Switching Intentions. International Journal of Innovative Research and Scientific Studies, 5(2), 134-144.
- Vinish, P., Pinto, P., Hawaldar, I. T., & Pinto, S. (2021a). Impulse buying behaviour at the retail checkout: An investigation of select antecedents. Business: Theory and Practice, 22(1), 69-79.
- Vinish, P., Pinto, S., & Pinto, P. (2021b). Shopping with Companions: Implications on In-Store Checkout Experiences. Anveshana: Search for Knowledge, 11(2), 2-17.
- Weiss, E. N., & Tucker, C. (2018). Queue management: Elimination, expectation, and enhancement. Business Horizons, 61(5), 671-678.
- Wu, J. R., Lu, S. G., & Ge, Y. E. (2013). Identifying Factors Impacting Customers’ Perceived Waiting Time in High Density Passenger Flow Waiting Areas. Procedia – Social and Behavioral Sciences, 96, 1801-1811.
- Yang, A. X., & Hsee, C. K. (2019). Idleness versus busyness. Current Opinion in Psychology, 26, 15-18.
- Zakay, D., & Hornik, J. (1991). How Much Time Did You Wait in Line?: A Time Perception Perspective. Tel Aviv University, Faculty of Management, The Leon Recanati Graduate School of Business Administration.