Customer Showrooming Behavior and the Effect on Salesperson Performance

Abstract

Indonesia has become the biggest market for e-commerce, as it has 250 million inhabitants. Growth of internet and online shopping has made retailers expand their business via smartphone. Shopping channel via internet has given customer another channel to get the information and buy products without visiting brickand-mortar store. This channel multiplicity potentially leads customer to do showrooming. In this research, showrooming in Indonesia will be explored with sunglasses as research object and optic salesperson as research subject. There are 178 samples collected in total for the research which 154 of them can be used. Primary data is taken from optic salesperson at prominent optics store in Jakarta. Partial Least Square (PLS) is used as data analysis method. The research results show that perceived showrooming behavior has positive and significant effect on self-efficacy dan salesperson performance. Moreover, salesperson selfefficacy also has positive and significant effect on salesperson performance. Meanwhile, coping and crossselling strategies have moderate positive but not significant effect. These results reflect that salesperson do not response negatively to customer's showrooming behavior such as price comparison, window shopping, product information, product availability, shopping via smartphone in front of salesperson. Salesperson feel optimistic and confident when customer comes because they have been trained for customer orientation, availability of supervisory support, and belief that customer will do transaction in brick-and-mortar stores if they give good explanation about the product.

The fashion retailer's opportunity: effect of deal-seeking behavior on mobile shopping intention of showroomers

“…, 2018). Involvement affects customers' decision-making process while purchasing fashion products (Astari et al. , 2017).…”

“…Customer perception of the importance of a product based on the needs of associated values and enduring interest or enthusiasm towards a particular product is defined as product involvement (Dahana et al, 2018). Involvement affects customers' decision-making process while purchasing fashion products (Astari et al, 2017). Customer perceptions of the value of a fashion apparel product and their interest in it were measured as product involvement in this study.…”

Showrooming e webrooming: como o estudo destes comportamentos tem sido discutido na literatura

“…Devido às divergências de resultados, fica clara a necessidade de maiores investigações sobre o tema. Outras lacunas identificadas que estudos futuros poderão sanar são: (a) utilização do modelo para outras categorias de produtos (Astari, Huliselan & Jong, 2017); (b) estudar os efeitos a longo prazo do showrooming em vendedores (Rapp et al, 2015); (c) explorar outras estratégias para combater o showrooming (Rapp et al, 2015) e (d) examinar o comportamento do showrooming em vários tipos de lojas de varejo (classe A, B e C) (Astari, Huliselan & Jong, 2017). f) Entendimento geral do webrooming Nesta categoria estão dois artigos (um empírico e um teórico) que visam oferecer uma compreensão aprimorada sobre o comportamento webrooming, que, como pudemos identificar neste estudo bibliométrico, não conta com um grande número de publicações.…”

Omnichannel Marketing in the Digital Age: Effective Strategies to Reach Multichannel Consumers in Indonesia

“…In the Indonesian market, consumers have evolved into multichannel shoppers, navigating between various online and offline touchpoints in their interactions with brands [3]. This multichannel consumer journey presents both challenges and opportunities for businesses seeking to engage their audience effectively.…”