Consumer Behavior in Shopping Streets: The Importance of the Salesperson's Professional Personal Attention

Frontiers in Psychology
Natalia MedranoYolanda Sierra-Murillo

Abstract

Since the early 2010s, the emergence of a new consumer has begun. In this context, consumer behavior represents one of the greatest interests of marketing scholars and business managers due to their need to adapt their companies' strategies to the new frontier. In order to advance understanding of this new consumer, this article focuses on analyzing consumer behavior in shopping streets. Thus, the aim of this research is to know what customers value in terms of salesperson-customer interaction quality nowadays. To achieve this, the authors conducted two studies. The results of the first study show that customers cite personal attention as the primary factor motivating their preference for small retailers in shopping streets. However, this motivation is not as relevant one for those who prefer malls. This result provides a point on which to research service quality incorporating personal attention in a second study. Using the SERVQUAL-P scale, the authors elaborate three lenses through which the quality of service from the customer's point of view can be analyzed: normative expectations, predictive expectations, and the importance of each attribute. The most striking result is that the dimensions of expectations (normative and p...Continue Reading

References

Feb 1, 1974·Journal of Consulting and Clinical Psychology·J A Russell, A Mehrabian
Apr 9, 2014·Frontiers in Psychology·Sylwia Z CisekSimon P Liversedge

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Citations

Aug 16, 2016·Frontiers in Psychology·Emma Juaneda-AyensaYolanda Sierra Murillo
Apr 6, 2019·Frontiers in Psychology·Mario Arias-OlivaGustavo Matías-Clavero
Sep 29, 2020·Frontiers in Psychology·David JuarezAna Mengual

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Starbucks

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