CoChat
Sign Up
Cited by 62

Creating memorable shopping experiences to meet phygital customers needs: evidence from sporting goods stores

Bonfanti, Angelo, Vigolo, Vania, Vannucci, Virginia, Brunetti, Federico·2023·International Journal of Retail & Distribution Management
DOI 10.1108/ijrdm-12-2021-0588
Open this paper in CoChat — free account

Abstract

Purpose: This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that are satisfied through in-store technologies and to detect the in-store strategies that use these technologies to make the store attractive and experiential. Design/methodology/approach: This exploratory study adopted a qualitative research methodology, specifically a multiple-case study, by performing semi-structured interviews with sporting goods store managers. Findings: Sporting goods retailers use various in-store technologies to create a phygital customer shopping experience, including devices, mobile apps, wireless communication technologies, in-store activations, support devices, intelligent stations, and sensors. To improve the phygital customer journey and the phygital shopping experience, retailers meet customers' needs for utilitarian, hedonic, social, and playfulness experiences. Purely physical or digital strategies, as well as phygital strategies, are identified. This research also proposes a model of in-store phygital customer shopping experience design for sporting goods retailers. Practical implications: Sporting goods managers can invest in multiple technologies by designing a physical environment according to the customers' needs for utilitarian, hedonic, social, and playful experiences. In addition, they can improve the phygital customer shopping experience with specific push strategies that increase customer engagement and, in turn, brand and store loyalty. Originality/value: This study highlights how the phygital customer experiential journey can be created through new technologies and improved with specific reference to the sporting goods stores.

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Integrity signals

Registry

Crossref · 10.1108/ijrdm-12-2021-0588

Cites

3 of 3 references verified0 citation errors · 0 not checkable

Statistics

Claims the paper makes

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

The self-check needs the paper’s full text.

Cites

Flagged first, then by citations

Research works printed but not linked: 45

  1. Alexander, B. and Blazquez Cano, M. (2020), "Store of the future: towards a (re)invention and (re) imagination of physical store space in an omnichannel context", Journal of Retailing and Consumer Services, Vol. 55, pp. 1-12.
  2. Alexander, B. and Kent, A. (2022), "Change in technology-enabled omnichannel customer experiences in-store", Journal of Retailing and Consumer Services, Vol. 65, 102338.
  3. An, M.A. and Han, S.L. (2020), "Effects of experiential motivation and customer engagement on customer value creation: analysis of psychological process in the experience-based retail environment", Journal of Business Research, Vol. 120, pp. 389-397.
  4. Banik, S. (2021), "Exploring the involvement-patronage link in the phygital retail experiences", Journal of Retailing and Consumer Services, Vol. 63, pp. 1-12.
  5. Batat, W. (2022), "What does phygital really mean? A conceptual introduction to the phygital customer experience (PH-CX) framework", Journal of Strategic Marketing, pp. 1-24, doi: 10.1080/ 0965254X.2022.2059775. Memorable shopping experiences in sport store · DOI · Paper page
  6. Belghiti, S., Ochs, A., Lemoine, J.F. and Badot, O. (2017), "The phygital shopping experience: an attempt at conceptualization and empirical investigation", Academy of Marketing Science World Marketing Congress, Cham, Springer, pp. 61-74.
  7. Bitner, M.J. (1992), "Servicescapes: the impact of physical surroundings on customers and employees", Journal of Marketing, Vol. 56, pp. 57-71.
  8. Bonfanti, A. (2016), "Customers' needs and expectations on servicescape surveillance management", The TQM Journal, Vol. 28 No. 6, pp. 887-906.
  9. Bonfanti, A. and Yfantidou, G. (2021), "Designing a memorable in-store customer shopping experience: practical evidence from sports equipment retailers", International Journal of Retail and Distribution Management, Vol. 49 No. 9, pp. 1295-1311.
  10. Bustamante, J.C. and Rubio, N. (2017), "Measuring customer experience in physical retail environments", Journal of Service Management, Vol. 28 No. 5, pp. 884-913.
  11. Cavalinhos, S., Marques, S.H. and de F atima Salgueiro, M. (2021), "The use of mobile devices in-store and the effect on shopping experience: a systematic literature review and research agenda", International Journal of Consumer Studies, Vol. 45 No. 6, pp. 1198-1216.
  12. Dubois, A. and Gadde, L.E. (2014), "Systematic combining» -a decade later", Journal of Business Research, Vol. 67 No. 6, pp. 1277-1284.
  13. Følstad, A. and Kvale, K. (2018), "Customer journeys: a systematic literature review", Journal of Service Theory and Practice, Vol. 28 No. 2, pp. 196-227.
  14. Foster, J. and McLelland, M.A. (2015), "Retail atmospherics: the impact of a brand dictated theme", Journal of Retailing and Consumer Services, Vol. 22, pp. 195-205.
  15. Franklin, C. and Ballan, M. (2001), "Reliability and validity in qualitative research", in Thyer, B.A. (Ed.), The Handbook of Social Work Research Methods, Sage Publications, Thousand Oaks, CA, pp. 355-374.
  16. Fujak, H., Frawley, S., McDonald, H. and Bush, S. (2018), "Are sport consumers unique? Consumer behaviour within crowded sport markets", Journal of Sport Management, Vol. 32 No. 4, pp. 362-375.
  17. Funk, D. (2017), "Introducing a sport experience design (SX) framework for sport consumer behaviour research", Sport Management Review, Vol. 20 No. 20, pp. 145-158.
  18. Funk, D.C., Beaton, A. and Alexandris, K. (2012), "Sport consumer motivation: autonomy and control orientations that regulate fan behaviors", Sport Management Review, Vol. 15 No. 3, pp. 355-367.
  19. Gentile, C., Spiller, N. and Noci, G. (2007), "How to sustain the customer experience: an overview of experience components that co-create value with the customer", European Management Journal, Vol. 25 No. 5, pp. 395-410.
  20. Gilal, F.G., Zhang, J., Paul, J. and Gilal, N.G. (2019), "The role of self-determination theory in marketing science: an integrative review and agenda for research", European Management Journal, Vol. 37 No. 1, pp. 29-44.
  21. Gioia, D.A., Corley, K.G. and Hamilton, A.L. (2013), "Seeking qualitative rigor in inductive research: notes on the Gioia methodology", Organizational Research Methods, Vol. 16 No. 1, pp. 15-31.
  22. Happ, E., Scholl-Grissemann, U., Peters, M. and Schnitzer, M. (2021), "Insights into customer experience in sports retail stores", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 2, pp. 312-329.
  23. Jafari, A., Taheri, B. and vom Lehn, D. (2013), "Cultural consumption, interactive sociality, and the museum", Journal of Marketing Management, Vol. 29 Nos 15-16, pp. 1729-1752.
  24. Kang, H.J., Shin, J.H. and Ponto, K. (2020), "How 3D virtual reality stores can shape consumer purchase decisions: the roles of informativeness and playfulness", Journal of Interactive Marketing, Vol. 49, pp. 70-85.
  25. Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. (1984), "Attractive quality and must-be quality", Journal of Japanese Society for Quality Control, Vol. 14 No. 2, pp. 39-48.
  26. Krippendorff, K. (2012), Content Analysis: An Introduction to its Methodology, Sage Publications, Thousand Oaks, CA.
  27. Lin, C.S., Wu, S. and Tsai, R.J. (2005), "Integrating perceived playfulness into expectation-confirmation model for web portal context", Information and Management, Vol. 42 No. 5, pp. 683-693.
  28. Mare s, L. and Ryall, E. (2021), "Playing sport playfully»: on the playful attitude in sport", Journal of the Philosophy of Sport, Vol. 48 No. 2, pp. 293-306.
  29. Mathwick, C. and Rigdon, E. (2004), "Play, flow, and the online search experience", Journal of Consumer Research, Vol. 31 No. 2, pp. 324-332.
  30. McGorry, S.Y. (2000), "Measurement in a cross-cultural environment: survey translation issues", Qualitative Market Research: An International Journal, Vol. 3 No. 2, pp. 74-81.
  31. Mishra, A., Shukla, A., Rana, N.P. and Dwivedi, Y.K. (2021a), "From «touch» to a «multisensory» experience: the impact of technology interface and product type on consumer responses", Psychology and Marketing, Vol. 38 No. 3, pp. 385-396.
  32. Mishra, S., Malhotra, G., Chatterjee, R. and Shukla, Y. (2021b), "Consumer retention through phygital experience in omnichannel retailing: role of consumer empowerment and satisfaction", Journal of Strategic Marketing, Vol. 31 No. 4, pp. 1-18.
  33. Mohd-Ramly, S. and Omar, N.A. (2017), "Exploring the influence of store attributes on customer experience and customer engagement", International Journal of Retail and Distribution Management, Vol. 45 No. 11, pp. 1138-1158.
  34. Nag, R. and Gioia, D.A. (2012), "From common to uncommon knowledge: foundations of firm- specific use of knowledge as a resource", Academy of Management Journal, Vol. 55 No. 2, pp. 421-457.
  35. Olsson, J., Osman, M.C., Hellstr€ om, D. and Vakulenko, Y. (2022), "Customer expectations of unattended grocery delivery services: mapping forms and determinants", International Journal of Retail and Distribution Management, Vol. 50 No. 13, pp. 1-16.
  36. Pantano, E. and Gandini, A. (2018), "Shopping as a «networked experience»: an emerging framework in the retail industry", International Journal of Retail and Distribution Management, Vol. 46 No. 7, pp. 690-704.
  37. Roggeveen, A.L., Grewal, D. and Schweiger, E.B. (2020), "The DAST framework for retail atmospherics: the impact of in-and out-of-store retail journey touchpoints on the customer experience", Journal of Retailing, Vol. 96 No. 1, pp. 128-137.
  38. Sachdeva, I. and Goel, S. (2015), "Retail store environment and customer experience: a paradigm", Journal of Fashion Marketing and Management: An International Journal, Vol. 19 No. 3, pp. 290-298.
  39. Saunders, M.N.K. (2012), "Choosing research participants", in Symon, G. and Cassell, C. (Eds), Qualitative Organizational Research: Core Methods and Current Challenges, Sage, London, pp. 35-52.
  40. Siregar, Y. and Kent, A. (2019), "Consumer experience of interactive technology in fashion stores", International Journal of Retail and Distribution Management, Vol. 47 No. 12, pp. 1318-1335.
  41. Spena, T.R., Carid a, A., Colurcio, M. and Melia, M. (2012), "Store experience and co-creation: the case of temporary shop", International Journal of Retail and Distribution Management, Vol. 40 No. 1, pp. 21-40.
  42. Verhoef, P.C., Kannan, P.K. and Inman, J.J. (2015), "From multichannel retailing to omni-channel retailing: introduction to the special issue on multichannel retailing", Journal of Retailing, Vol. 91 No. 2, pp. 174-181.
  43. Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1993), "The nature and determinants of customer expectations of service", Journal of the Academy of Marketing Science, Vol. 21 No. 1, pp. 1-12.
  44. Zucchella, A. and Fossati, A. (2014), "The place is the promotion. The emerging role of selling places and spaces", Sinergie Italian Journal of Management, Vol. 32 No. 1, pp. 155-174.
  45. Further reading Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M. and Schlesinger, L.A. (2009), "Customer experience creation: determinants, dynamics and management strategies", Journal of Retailing, Vol. 85 No. 1, pp. 31-41.

Cited by

Sorted by citations

Authors
Bonfanti, A., Vigolo, V., Vannucci, V., & Brunetti, F.
ORCID
Venue
International Journal of Retail & Distribution Management
Publisher
Emerald
Published
2023-06-30
Volume
51
Issue
13
Pages
81-100
ISSN
0959-0552
DOI
10.1108/ijrdm-12-2021-0588
Cited by
62
References
3
Language
en
Licence
www.emerald.com/insight/site-policies (tdm)

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review