PurposeThe purpose of this study is to identify grey consumers' perceived service quality at department stores and to examine the relationships between perceived service quality, their satisfaction and loyalty to those stores.Design/methodology/approachA structured questionnaire was developed to collect the data. Factor analysis was employed to identify dimensions of grey consumers' perceived service quality. Multiple regression analyses were conducted to examine the relationships between grey consumers' perceived service quality at department stores and their satisfaction and loyalty behaviors at those stores.FindingsThree service quality dimensions were identified. The results showed that all three service quality dimensions in the study were significantly and positively related to their satisfaction at their favorite department stores and overall loyalty behavior to those stores. Among three service quality dimensions, personal interaction was the strongest predictor of both grey consumers' satisfaction and overall loyalty behavior. Personal interaction was identified as the most significant factor for promoting positive word of mouth and store image for repeat purchase intention.Practical implicationsWith this study, department stores' managers would be able to better understand grey consumers and thereby take advantage of the potential purchasing opportunities of this powerful consumer market. This study also may contribute to the department stores' management in allocating their resources to improve service in a more effective way to satisfy grey consumers.Originality/valueDespite the increasing purchasing potential this powerful market has created, grey consumers' shopping behavior is under‐researched and their needs are still unmet in the market place.

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This project shows a creative approach to the familiar scavenger hunt game. It involved the implementation of an iPhone application, HUNT, with Augmented Reality (AR) capability for the users to play the game as well as an administrative website that game organizers can use to create and make available games for users to play. Using the HUNT mobile app, users will first make a selection from a list of games, and they will then be shown a list of objects that they must seek. Once the user finds a correct object and scans it with the built-in camera on the smartphone, the application will attempt to verify if it is the correct object and then display associated multi-media AR content that may include images and videos overlaid on top of real world views. HUNT not only provides entertaining activities within an environment that players can explore, but the AR contents can serve as an educational tool. The project is designed to increase user involvement by using a familiar and enjoyable game as a basis and adding an educational dimension by incorporating AR technology and engaging and interactive multimedia to provide users with facts about the objects that they have located

No abstract

This project shows a creative approach to the familiar scavenger hunt game. It involved the implementation of an iPhone application, HUNT, with Augmented Reality (AR) capability for the users to play the game as well as an administrative website that game organizers can use to create and make available games for users to play. Using the HUNT mobile app, users will first make a selection from a list of games, and they will then be shown a list of objects that they must seek. Once the user finds a correct object and scans it with the built-in camera on the smartphone, the application will attempt to verify if it is the correct object and then display associated multi-media AR content that may include images and videos overlaid on top of real world views. HUNT not only provides entertaining activities within an environment that players can explore, but the AR contents can serve as an educational tool. The project is designed to increase user involvement by using a familiar and enjoyable game as a basis and adding an educational dimension by incorporating AR technology and engaging and interactive multimedia to provide users with facts about the objects that they have located.