TY - CHAP
T1 - Shopping therapy? Entertainment and social interaction’s role in shopping satisfaction
T2 - an abstract
AU - Elmashhara, Maher Georges
AU - Soares, Ana Maria
AU - Mumel, Damijan
N1 - Publisher Copyright:
© 2019, Academy of Marketing Science.
PY - 2019
Y1 - 2019
N2 - Research evidences the
importance of entertainment and interaction between shoppers and salespeople.
However, the entertainment factor has never been studied with the presence of
the shopper’s emotional states as a mediator; also relationship with shoppers
in previous studies is assessed as a part of the service quality factor along
with other service attributes. Hence, this research evaluates the influence of
entertainment and social interaction with salespeople on shopper satisfaction
while taking into consideration the mediating role of the emotional states of
the shopper. For this purpose, a convenience sample of mall shoppers was
investigated. Data has been analyzed using structural equation modeling (SEM)
to test the proposed research model. Our findings indicate, unlike the social
factor, entertainment directly influences satisfaction. However, indirectly,
social interaction with salespeople influences satisfaction through the
emotional states. The current study fills the gap in research by showing that
pleasure and dominance mediate the relationship between entertainment and
social interaction with salespeople from one side and shoppers’ satisfaction
from the other side.
AB - Research evidences the
importance of entertainment and interaction between shoppers and salespeople.
However, the entertainment factor has never been studied with the presence of
the shopper’s emotional states as a mediator; also relationship with shoppers
in previous studies is assessed as a part of the service quality factor along
with other service attributes. Hence, this research evaluates the influence of
entertainment and social interaction with salespeople on shopper satisfaction
while taking into consideration the mediating role of the emotional states of
the shopper. For this purpose, a convenience sample of mall shoppers was
investigated. Data has been analyzed using structural equation modeling (SEM)
to test the proposed research model. Our findings indicate, unlike the social
factor, entertainment directly influences satisfaction. However, indirectly,
social interaction with salespeople influences satisfaction through the
emotional states. The current study fills the gap in research by showing that
pleasure and dominance mediate the relationship between entertainment and
social interaction with salespeople from one side and shoppers’ satisfaction
from the other side.
UR - http://www.scopus.com/inward/record.url?scp=85125182100&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-02568-7_187
DO - 10.1007/978-3-030-02568-7_187
M3 - Chapter
AN - SCOPUS:85125182100
SN - 9783030025670
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 685
EP - 685
BT - Finding new ways to engage and satisfy global customers
A2 - Rossi, Patricia
A2 - Krey, Nina
PB - Springer
ER -