Encouraging shoplifting prevention with quality relationships

Abstract

Purpose The cost to supermarkets from shoplifting is a growing problem. Despite huge investments in formal security measures, supermarkets experience shrinkage and face heavy financial losses. Hence, this paper explores an alternative approach to shoplifting prevention. The purpose of this paper is to propose that quality relationships between a supermarket and its customers could be a viable strategy for shoplifting prevention. A conceptual model is presented at the end of this paper for encouraging shoplifting prevention using a theory of planned behaviour perspective. Design/methodology/approach A systematic search of literature on relationship quality was conducted. Research papers were shortlisted from peer-reviewed journals published between 2007 and 2016. For the convenience of readers, studies on relationship quality are presented in six cross-checked information categories in a table. Findings This study produced two results. First, it finds three antecedents of supermarket-customer relationship quality. These are as follows: a supermarket’s participation in corporate social responsibility and cause-related marketing initiatives, a supermarket’s service quality, and a customer’s attachment to a supermarket’s place/location. Second, there are three major effective dimensions of relationship quality. These are as follows: satisfaction, trust, and commitment. The proposed model incorporates factors from both findings, to measure a supermarket-customer relationship quality that may influence intention of customers to engage in shoplifting preventive behaviour. Originality/value This research paper has reviewed the existing literature to utilise it in the context of shoplifting prevention, and developed a novel model/framework for effective shoplifting prevention with a theory of planned behaviour perspective.

Preventing shoplifting: Exploring online comments to propose a model

“…These types of initiatives, in turn, can positively influence and discourage antisocial and/or criminal acts aimed at these companies. This way of thinking is in line with the recommendation made by Potdar et al () for preventing employee theft. By implementing excellent relations with customers as well as the community, businesses can create goodwill, which acts as an additional and positive deterrent.…”

“…The National Retail Security Survey, which is conducted annually by the National Retail Federation trade group, found that the loss of inventory from stores due shoplifting and employee theft cost the US retail industry almost $50 billion in 2016, with the trade group estimating an average cost per shoplifting incident of $800 (Reilly, ). Potdar, Guthrie, and Gnoth () also indicate that supermarkets experience shrinkage and face substantial financial losses caused by shoplifting, despite investing in formal security measures. Therefore, traditional security measures alone are not sufficient to prevent shoplifting.…”

Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

“…Patrus et al (2013) asserted that a socially responsible company creates organizational values and seeks to improve the social conditions of people affected by its actions. Likewise, retailers that participate in CSR activities can positively enhance the relationship between retailer and customer (Potdar, Guthrie & Gnoth, 2018). CSR has been studied from many different perspectives and in contexts such as the relationship between CSR and employees' perceptions (e.g.…”

“…Cavazos-Arroyo et al, 2017) and consumers' shoplifting prevention behaviour (e.g. Potdar et al, 2018). However, TPB has not been used in the context of consumers' participation intention regarding CRM.…”

“…Specifically, a profit-oriented motive is usually evaluated as unfavourable by consumers, whereas an altruistic motive is evaluated positively. Similarly, a retailers' altruistic social image may enhance the retailercustomer relationship (Potdar et al, 2018). Ellen et al (2000) found that consumers show a more positive response to a CRM campaign when they believe that the firm's motives are intrinsically (genuine help) rather than extrinsically (profitrelated) motivated.…”