The effects of store environment elements on customer-to-customer interactions involving older shoppers
The effects of store environment elements on customer-to-customer interactions involving older shoppers
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DOI：
10.1108/jsm-05-2016-0200
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发表时间：
2017-07
影响因子：
3.9
通讯作者：
Joana Tomazelli;Patricia Liebesny Broilo;Lélis Balestrin Espartel;K. Basso
中科院分区：
文献类型：
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作者：
Joana Tomazelli;Patricia Liebesny Broilo;Lélis Balestrin Espartel;K. Basso
目的 本研究的目的是调查零售环境中老年购物者的行为。该研究的重点是超市商店的环境元素如何影响老年顾客在购买杂货时与其他顾客互动。设计/方法/方法采用了各种定性研究技术，包括采访零售建筑专家、商店员工、心理学家和老年学家；此外，我们还对巴西的老年购物者进行了五次访谈，随后进行了三个焦点小组访谈。研究结果 与超市环境元素相关的顾客之间的互动往往会影响老年购物者的购物体验，从而影响满意度。尽管有些客户可能重视社交接触，但某些互动可能会带来不适和尴尬。研究局限性/意义该研究阐明了超市商店的环境元素对顾客与顾客互动的影响的理解，并提出这种互动是老年顾客用来最大限度地提高满意度的相关策略，尽管这种策略也可能导致不满意。实际影响 研究结果提供了有关超市环境中老年顾客的特定需求的见解，以及商店环境的设计和环境元素，这对零售商和政策制定者来说可能很有价值。原创性/价值考虑到对老年购物者及其经历的了解有限，本研究提供了对零售环境如何影响涉及老年购物者的客户与客户互动的透彻理解。此外，该研究还揭示了受零售环境影响的互动如何导致不满意；然而，老年顾客也可以利用这种互动来改变他们对购物体验的满意度。
Purpose The purpose of this study is to investigate older shopper behavior in a retail environment. The study focused on how the environment elements of supermarket stores influence older customers to interact with other customers when they shop for groceries. Design/methodology/approach Various qualitative research techniques were undertaken, including interviews with retail architecture experts, store employees, a psychologist and a gerontologist; in addition, five interviews followed by three focus groups were conducted with older shoppers in Brazil. Findings Customer-to-customer interactions that are related to the environment elements of supermarkets tend to influence the shopping experience of the older shoppers, which has an impact on satisfaction. Although some customers may value social contact, some interactions can involve discomfort and embarrassment. Research limitations/implications The study sheds light on the understanding of the influence of the environment elements of supermarket stores on customer-to-customer interactions, and it proposes such interactions to be a relevant strategy that is used by older customers to maximize their satisfaction, although such strategies can also lead to dissatisfaction. Practical implications The findings provide insights regarding the specific needs of older customers in a supermarket context, associated with the design and ambient elements of the store environment, which can be valuable for retailers and policy-makers. Originality/value Considering the limited understanding of older shoppers and their experiences, this study provides a thorough understanding of how the retail environment can influence customer-to-customer interactions that involve older shoppers. Moreover, the study captures how interactions, which are influenced by the retail environment, can result in dissatisfaction; however, such interactions can also be used by older customers to modify their satisfaction with the shopping experience.