No abstract

Purpose This paper studies the effects of retailer app use on perceived shopping value and loyalty toward the retailer. It also investigates whether deal proneness moderates the relationship between app use and perceived shopping value.Design/methodology/approach A sample of 427 French consumers took part in an online survey inquiring about a recent shopping experience. The authors compared customers who used a retailer app during their shopping experience with those who did not. Mediation and moderated mediation using PROCESS were performed to identify whether retailer app use improves loyalty intentions through perceived shopping value, with deal proneness used as a moderator.FindingsThe results show a positive and direct effect of retailer app use on loyalty. The effect is also mediated by utilitarian and hedonic shopping values. The authors also highlight the fact that deal proneness moderates the mediation effect of both utilitarian and hedonic shopping values between retailer app use and loyalty. More specifically, retail app use significantly increases shopping value for deal-prone customers.Originality/value In the age of omnichannel retailing, this study offers potential contributions to improve the theoretical knowledge of the impact of retailer apps on retailer–customer relations, helping businesses to develop and implement appropriate app-related strategies.

Cet article vise à confronter le souvenir post-expérience immédiatement collecté en sortie de magasin à l’expérience effectivement vécue par le chaland. Si certains éléments du parcours de magasinage tendent à être invariablement récupérés en mémoire, d’autres sont au contraire oubliés ou soumis à des distorsions. Le type de parcours de magasinage semble expliquer les écarts observés, contrairement à certaines variables individuelles telles que le sexe ou la connaissance du magasin. Nos résultats discutent par ailleurs de l’intérêt de recourir à l’observation des parcours de magasinage plutôt qu’à une méthode déclarative lorsque l’objectif de l’étude est de cerner des comportements effectifs.

While work on service failures has recently begun to investigate aspects of service recovery systems from an organizational perspective, little attention has been paid to the specific practice of organizational error tolerance in the service marketing literature. One important gap is the lack of an integrated perspective of the outcomes of such a policy on service recovery. The literature also ignores the differences in internal and external perspectives of service failure and their impact on openly communicating the policy. To address this issue, we examined how and under what conditions organizational error tolerance can help improve the experience of customers who encounter service failure caused by frontline employees. We opted for a multilevel qualitative approach in the retail sector, leading to four propositions. After identifying the mechanisms through which an error tolerance policy can generate positive outcomes -within certain limits -for customers in cases of service failure, we argue that such organizational error tolerance conflicts with the demanding attitude of today's customers, and their negative representation of individual errors. This tension makes it difficult for service providers to reveal their error tolerance policy, giving rise to what we refer to as an "informational blind spot".

L’objectif de cette étude exploratoire est double : 1) cerner dans quelle mesure l’utilisation du téléphone portable en magasin, quelle qu’elle soit, peut venir enrichir ou, au contraire, altérer l’expérience de magasinage dans le cas des courses ordinaires ; et 2) déterminer si clients et professionnels de la grande distribution alimentaire partagent les mêmes représentations en la matière. Pour ce faire, des entretiens semi-directifs auprès de 34 clients utilisateurs du téléphone portable en magasin et auprès de 15 professionnels ont été effectués. L’analyse dyadique effectuée souligne que les usages du téléphone portable, qu’ils soient à finalité marchande ou non, impactent différemment les dimensions de l’expérience. Elle permet, en outre, d’apporter un éclairage sur les interrelations opérant entre elles. Mots-clés : expérience de magasinage, expérience omnicanal, téléphone portable, ambivalence, courses ordinaires.