FUNDAMENTALS FOR AN EFFECTIVE CUSTOMER-EMPLOYEE INTERFACE

FUNDAMENTALS FOR AN EFFECTIVE

CUSTOMER-EMPLOYEE INTERFACE

CROWDEDNESS

Agenda

› Purpose of Research › Conceptual Model › Research Method › Results

› Conclusion and Implications

Purpose of Research

› Better understanding of the moderators towards customer experience

› Research Question: ‘How does the hedonic shopping orientation

and perceived crowdedness influence the relationship between

Results - Descriptives

› 183 usable respondents

› Over representation of age group under 34

Results – Main Effects

› Regression results for Shopping Experience

Hypothesis

(effect) Model 1 Model 2 Model 3 Model 4 Model 5

Intercept 1.184*** _-.386n.s. _1.165* _-.444n.s. _-.794 n.s. Assurance of the employees H1 (+) .569*** _.478*** _.559 *** _.587*** _.332 *** Reflection of the employees H2 (+) .185*** _.405*** _.190***. _.449 *** _.627 *** Reflection of the employees *

Hedonic Shopping orientation

H3 (-) -.066** _-.048 *

Assurance of the employees* Crowdedness

H4 (-) .003n.s. _.059 *

Reflection of the employees * Crowdedness

H5 (-) -.092*** _-.104 ***

Hedonic shopping orientation .599*** _.491 *** Crowdedness -.051n.s _.556*** _.242 n.s. Duration of shopping trip .010n.s _.019n.s _.001n.s _.018n.s _.022n.s Expected crowdedness -.021n.s _-.035n.s _-.066n.s _-.063n.s _-.038n.s

Results – Sub models

› Regression results for Shopping Experience in low and high crowdedness

Hypothesis (effect) Low crowdedness High crowdedness Difference Sign P-value Intercept 1.6293*** _.844n.s.

Assurance of the employees H4 (-) .425*** _.755*** _{+ .009}

Reflection of the employees H5 (-) .332*** _-.028n.s. _{- .007}

Crowdedness .152n.s. _.013n.s.

Duration of shopping trip -.087 *** _.101n.s

Expected crowdedness -.226* _.009n.s

Segmentation

› 3-class Latent class analysis

Class 1 Class 2 Class 3 Wald p-value

Wald (=) p-value

Intercept 1.117 3.951 1.323 .000 .000

Assurance of the employees .443 .115 1.052 .000 .000

Reflection of the employees .411 .216 -.426 .000 .000

Duration of shopping trip -.052 -.052 .081 .005 .003

Expected crowdedness -.173 .096 -.064 .000 .000

Hedonic Shopping Orientation 3.35 4.97 2.67 .002

Crowdedness 2.82 3.27 3.16 .013

Gender Female .74 .08 .74 .001

Male .26 .92 .26

Age 39.00 44.82 48.46 .006

Patronage frequency at the store 3.29 3.36 4.25 .006

Conclusion

› Results widely support the framework

 Perceived assurance and reflection of employees have a positive effect on

the shopping experience of customers.

 The positive effect of reflection on the shopping experience is decreased by

hedonic shopping orientation

 Crowdedness is found to increase the positive effect of assurance, whereas it

decreases the positive effect of reflection

Implications

› Extension of previous literature

Limitations and Further Research

› Limitations

 Multicollinearity & endogeneity

 Research method used

› Further Research

 Positive effect crowdedness on effectiveness assurance  Additional moderators

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