FEATURE
PAPER
Waiting
at Retail Encounter and Control over a Retail Situation:
Impact of Customers' Presonality Traits
The
following paper was presented at the 2007 Allied Academies
International Conference - Jacksonville. It was written
by M. Meral Anitsal of Tennessee Tech University
and Ismet Anitsal of Tennessee Tech University.
Abstract
Services
marketing literature on waiting at retail encounter indicates
that customers’ willingness to wait
for the service varies with customers’ perceptions
about the importance of the
service, their moods and emotions, and overall environment
of the service encounter. Extant
literature also indicates that there is little empirical research
on customers’ role on the coproduction
of service and customers’ willingness on taking control
of the service process and
outcome. Situational factors make it difficult to integrate
research results to form a coherent picture
in this area. Customers’ personality traits may have
an effect on how they perceive and respond to
waiting in line and taking control of a retail situation. This
paper presents an exploratory study that
investigates how personality traits, namely extraversion, agreeableness
and conscientiousness,
influence customers’ behavior with regard to waiting
in and control over a retail situation. Results
indicated that among these three personality traits, extraversion
most strongly influences waiting
in retail situations. Both conscientiousness and extraversion
had an impact on consumer behavior
with regard to control over a retail situation. No relationship
was found between any of the three
personality traits and use of technology based self-checkouts.
Read
the Entire Paper...
TIP
OF THE WEEK
Promotion
and Advertising
• Small employers think the most effective means to
promote their business is positive word-of-mouth and associated
referrals. Eighty-two (82) percent report word-of –mouth
contributes substantially to generating their sales revenues.
• Of the promotional means that small employers directly and
immediately control, personal selling and business location
generate more sales revenues for more firms than other means.
Advertising and Web sited also appear reasonably effective
in generating sales revenues for the small, employing business
using them.
• Few small, employing businesses generate significant revenues
through telemarketing (5%), trade shows and events (10%) or
free publicity (13%). Also, neither the strategies of price
changes, that is to say, sales and specials (10%) nor changes
in the mix of goods and services offered (15%) appear to yield
significant revenues for many firms.
• Forty-one (41) percent of small, employing businesses advertise
enough to that it contributes more than marginal amounts to
revenue generation. The most frequent forms of advertising
include Web sites; fliers, circulars, and handouts; newspapers;
newsletters, bulletins, etc.; and direct mail. The least frequent
forms include television; value packs or shopper supplements;
outdoor off-premise signage; radio; and magazines.
• The single most important means of advertising for small, employing
businesses are the Internet (16%), word-of mouth (15%), newspapers
(15%) and direct mail (14%). Since multiple means are often
employed, the importance of an advertising means and its frequency
of use are not necessarily related.
• Half (50%) who advertise, advertise steadily throughout the
year and another 25 percent do so with periodic ups and downs.
Just 13 percent confine their advertising to a season or short
period. The content of advertising material is typically (57%)
developed by someone inside the business.
• Virtually all small employers use subjective means to evaluate
the effectiveness of their advertising.
• Fifity-one
(51) percent of small, employing business have a Web site,
but their owners do not think that
their site contributes much toward generating sales. Twenty-one (21) percent
of those
Web sites are equipped to make a secured
financial transaction.
• Sixty-four (64) percent of small employers change the content
on their Web site less frequently than once
a month. Five percent do it daily or more often. • Sixty-six (66) percent of small, employing businesses have
a logo or trademark, including 84 percent
of those employing 20 more people. However, just 43 percent have theirs registered
with the government.
NFIB Research
Foundation. National Small Business Poll – Promotion
and Advertising. Volume 6, Issue 7, 2006. Executive Summary,
page 1. Washington, DC.
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