Let me entertain you - Increasing overall store satisfaction through digital signage in retail waiting areas
- Author(s)
- Marion Garaus, Udo Wagner
- Abstract
Despite the growing interest in waiting perception management, no study has yet explored how environmental distracters in retailing waiting areas influence overall store satisfaction. This field experiment revealed that digital signage mounted at the checkout area of a grocery store positively influenced overall store satisfaction by distracting shoppers from monitoring queuing time. The presence of a digital signage system reduced the perceived waiting time while also creating favorable waiting experiences. However, only the latter influenced store satisfaction. This research highlights the importance of creating favorable waiting experiences.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Journal
- Journal of Retailing and Consumer Services
- Volume
- 47
- Pages
- 331-338
- No. of pages
- 8
- ISSN
- 0969-6989
- DOI
- https://doi.org/10.1016/j.jretconser.2018.12.008
- Publication date
- 03-2019
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/let-me-entertain-you--increasing-overall-store-satisfaction-through-digital-signage-in-retail-waiting-areas(1ad211d2-b77d-4753-9eed-362115bed462).html