SBS Retail Conference V2 - Sciencesconf

PROCEEDINGSEditors: Christoph Teller, Xavier Brusset and Herbert Kotzab

Table of ContentsWelcome to CERR 2018 . 5About the Colloquium on European Research in Retailing (CERR) . 7History . 7Vision. 7Mission . 7Values . 7Senior Advisory Board . 8Scientific Committee . 9CERR 2018 at the University of Surrey . 11Hosting Organisation . 11Department of Marketing and Retail Management . 11Surrey Business School. 11University of Surrey. 11Organising Committee . 12Review and Feedback Processes. 13Paper/abstract submission and proceedings . 13Review process. 13Review team . 13Feedback process at the event . 13Key Note Address . 14Special Sessions. 15I. Paper Development Workshop . 15II. Teaching and Learning in Retail Education . 15III. Contemporary Methodologies in Retail Research . 16CERR 2018 Call for Papers . 18Special Issue Call for Papers from the International Journal of Retail & Distribution Management 19Programme . 21Detailed programme . 22Programme of the Paper Development Workshop . 29Extended Abstracts of CERR 2018. 30Session A1 - Digitalisation in Retailing . 30Retail Innovation – Understanding Innovation Climate and Innovation Processes in Retail Firms. 30Platformization of Shopping Experience: Field Research and Modelling . 331 Page

Generations Go Digital – The Case of Fashion Retailing . 37Session A2 - Shopper/Consumer Behaviour and Marketing. 43How do Store Brands Create Smart Shopper Feelings? . 43Why do Online Grocery Shoppers Switch or Stay? An Exploratory Analysis . 47Patterns of Customer Complaining in Omnichannel Retailing . 51Session A3 - Operations and In-Store Logistics Management . 55Optimal In-Store Inventory Policy for Omnichannel Retailers. 55Sell More, Waste Less, Be Fresh . 60Food Waste in Stores: Retail Formats, Product Categories and Root Causes . 63Session B1 - Digitalisation in Retailing . 66How to Reduce Resistances to Technology Introduction Among Store Employees: The Case ofOnline Purchase Terminals In-Store. 66Variety Perception and Attitude Toward Digital Assortments . 72Effects of Mobile Commerce on Retail Business Model . 80Session B2 - Multi-/Omni-Channel Marketing and Operations . 84From Dominance to Rookie; IKEA’s Multichannel Journey. 84The Relationship Between Psychological Distance and Consumer Trust in a Complex Service: AMulti-Channel Motor Insurance Context . 87Beyond B2C, How Retailers (Should) Consider C2C Practices in their Omnichannel Strategies . 92Session B3 - Servicescape and Atmospherics . 97Consumer’s Sensory Cues’ Preferences in Retail: A Comparative Study Between England andFrance. 97Determining Aesthetic Pleasure Given Relative Novelty Introductions to an Established DesignPrototype . 101Interactive Screens as Dynamic Atmospherics of Fashion Stores . 106Special Session II – Pedagogy in Retail Education. 111Bringing Retail and Management Alive in the Classroom: Contemporary Approaches to Teachingand Learning in the Discipline . 111Session C1 - Multi-/Omni-Channel Marketing and Operations . 112Dynamic Capabilities and Ambidexterity in Multichannel Distribution. 112Power Over Payments – Retailer Steering in Different Channels . 115Luxury Fashion Retailers’ Omni-Channel Distribution and Communication Strategies in MainlandChina . 120Session C2 - Shopper/Consumer Behaviour and Marketing . 125Scan-As-You-Shop: Impacts of Shoppers’ Perceptions, Experiences, and Attitude on Intention toUse . 125Healthy Checkout: The Long-Term Effect on Sales and CSR . 1272 Page

Engaging Healthy Eating App Consumers: Importance of Context and Congruence . 132Session C3- Leadership and Retail Management . 136Retail MNCs’ strategic responses to new demands in postdigital China . 136Kmart: Exploring the Reasons for a Giant Downfall. 140Servant Leadership and Store Service Performance: The Perspective of Dual Climate Foci . 143Session D1 - Multi-/Omni-Channel Marketing and Operations . 148An Investigation into the Geography of Corporate e-commerce Sales in the UK Grocery Market. 148The Elements of Omni-Channel Retailing: An Analysis of Fashion Retailers from Turkey . 150Transition to Omni-Channel Approach: The Case from Italian Retail Market . 158Session D2 - International/Global Retailing . 163Characteristics of the Hungarian Luxury Fashion Market . 163Exploring the Internationalization of Multinationals from Emerging Markets . 167International Expansion of Discount Grocery Retailers Revised: Aldi Süd in China . 172Session D3 - Ethics in Retailing. 175Big Data Analytics Opportunities Meet Ethical Issues: A Call for Action in Retail Research . 175Impact of Retailer’s CSR Activities on Consumers’ Loyalty: Differences by Activities andIndividuals . 180Sometimes yes, sometimes no: Exploring the vacillating fair trade consumer . 189Session E1 - Retail Agglomeration Management/Marketing . 194Leveraging Pop-up Retail Operations to Revitalize Downtown Main Street: A Case Study . 194Traditional Retail Markets in the UK . 199Markets in Town and City Centres – Benefits and Challenges . 204Session E2 - Shopper/Consumer Behaviour and Marketing . 206Expanding the Lens on the Customer Experience-Loyalty Link: The Role of Satisfaction andShopping Enjoyment . 206Using Mobile While Shopping: Rethinking Impulse Buying Framework . 211Applying Push-Pull-Mooring Framework to Investigate Consumers’ Webrooming Behavior: AnEmpirical Investigation . 217Session E3 - Supply Chain Management/Partnering . 223Contextual Adaptation of the Configuration of Grocery Retailers’ online Fulfilment Centres: AMultiple Case Study . 223New Business Models in Supply Chains: A Bibliometric Study . 230Integrated Inventory Replenishment, Lateral Transshipments and Routing: A Robust Approach. 233Session F1 - Retail Marketing Management . 2423 Page

Effects of Distributor and Market Characteristics on Distribution Intensity: An Analytical Modeland Empirical Investigation . 242Competitive Analyses for Men’s Clothing Retailers . 247The Glue that Molds the Organization Together . 255Session F2 - Shopper/Consumer Behaviour and Marketing . 261Retail Place Attachment and Online Space . 261Seamless Customer Experience. The Construct, Antecedents and Consequences . 262Triggered or Consciously Evaluated? A Qualitative Inquiry into the Decision to Start Using egrocery Services . 268Special Session III - Contemporary Methodologies in Retail Research. 272Text Analysis in Retailing. 272Experimental Methods to Examine the Potential to Reduce Consumer Search Costs: TheExample of Optimizing Package Designs. 273Why do People Shop Where They do? A Meta-Analysis on the Antecedents of Retail Patronage. 274Session G1 - Digitalisation in Retailing . 275Great Expectations for Shopping Centre App Usage – A Qualitative Approach . 275Achieving Superior Customer Experience through Mobile Augmented Reality and its ImplicationOutcomes . 278Value Creation of Business Intelligence and Analytics in Retailing. 286Session G2 - Shopper/Consumer Behaviour and Marketing . 291The Efficacy of Digital Labelling in the Attention Economy . 291Customer Journeys of Gift Buyers in a Multichannel Environment. 296Customers’ Smartphone Usages within Bricks-and-Mortar Retail . 301Session G3 - Retail Marketing Management . 306Digital Marketing Activities of Town Centre Partnerships: A Resource Based Approach . 306Exploring the influence of national culture and industry structure on grocery retail customerloyalty . 311Determinants of Online vs. Physical Store Purchase: Evidence from China . 3174 Page

Welcome to CERR 2018We are pleased to welcome you to the 4th Colloquium on EuropeanResearch in Retailing (CERR) held at University of Surrey. The overalltheme of this event is “Physical and Digital Market Places - WhereMarketing meets Operations”. This focus is driven by the digitalrevolution that has profoundly changed the face of retail. Physical marketplaces such as retail stores and agglomerations are now complemented bydigital touch points. Hence, the role of retailers has become morecomplex – as an agent bringing together supply and demand byfacilitating physical and digital market infrastructure. The resultingchange of shopper behaviour has led to the adaption of traditionalmarketing and operations processes in retail organisations and aredefinition of supply chain partnerships.More than 90 delegates from all over Europe will make 65 presentations detailing the findings ofcutting edge retail research projects across 21 sessions, focusing on: digitalisation in retailing,shopper/consumer behaviour and marketing, multi-/omni-channel marketing and operations,servicescape and atmospherics, leadership and retail management, international/global retailing, ethicsin retailing, retail agglomeration management/marketing, supply chain management/partnering andretail marketing management.More specifically, thematic mapping based on acomputer-assisted text analysis of all contributions inthe conference proceedings reveals the key themes(see bubbles) of CERR 2018, the subsumed conceptsor foci (see points) and their connectedness (seelines). The main themes are related to the demandside, i.e. consumers/customers, as well as the supplyside, i.e. retailers, of distribution channels. The singleconcepts/foci highlight the close relationship betweenthe physical and the digital/online worlds. Othermajor themes are related to loyalty as well as(information) technology.Three special sessions will focus on the developmentof retail research projects and papers, contemporarymethodologies in retail research and on new methodsin teaching and learning in retail education.Our keynote address will be given by AndrewJennings, a distinguished senior retail executive with more than 45 years leading many of the world’smost respected high-end, speciality and department stores, including Harrods and House of Fraser inthe UK; Brown Thomas in Ireland; Holt Renfrew in Canada; Saks Fifth Avenue in the US;Woolworths in South Africa; and Karstadt Group in Germany. The title of his presentation is “Almostis Not Good Enough – How to Win or Lose in Retail”.In a number of social events throughout the three days of the colloquium, delegates will get theopportunity to network on retail research, teaching and learning and business engagement.On the following pages you are provided with all the details related to CERR 2018 includingextended abstracts of the presented research projects as well as insights into what the CERR and itscommunity stands for, its vision, its mission and its values.5 Page

Thanks to Surrey Business School (SBS), University of Surrey that has supported this event. Inparticular, we appreciate the contribution by members of the Department of Marketing and RetailManagement at SBS for helping organise the Colloquium, along with members of the scientificcommittee for their supportive feedback to authors. Last but not least, particular thanks go to JodieWeller (SBS)

of retail research projects and papers, contemporary methodologies in retail research and on new methods in teaching and learning in retail education. Our . keynote address. will be given by Andrew Jennings, a distinguished senior retail executive with more than 45 years leading many of the world’s