The Effect of Salespersons’ Retail Service Quality and Consumers’ Mood on Impulse Buying

Australasian Marketing Journal - Tập 25 - Trang 2-11 - 2017
Chanthika Pornpitakpan1, Yizhou Yuan2, Jie Hui Han3
1Faculty of Business Administration, University of Macau, Taipa, Macau, China
2School of Economics and Finance, Xi’an International Studies University, Xi’an, China
3Maritime and Port Authority of Singapore, Singapore

Tóm tắt

This study uses an experiment with 102 Singaporean working adults to examine the effects of salespersons’ retail service quality (SRSQ) and consumers’ mood on impulse buying (IB) and store-revisit intentions. The results show that consumers receiving good SRSQ exhibit greater IB and store-revisit intentions than do those receiving poor SRSQ, and consumers in a positive mood show greater IB than do those in a negative mood. Mood fully mediates the effect of SRSQ on IB in terms of purchase quantity and partially/complementarily mediates the effect of SRSQ on IB in terms of purchase intentions and store-revisit intentions. This research offers insights into the affective and cognitive mechanisms of IB and store-revisit intentions in a specific retail context. The findings help retailers facilitate purchase behavior and improve customer satisfaction in services. Ethical consumption policies and practices could also incorporate the IB mechanism reported in this study. Future research opportunities are discussed.

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Australasian Marketing Journal

Tập 25

2-11

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