Phenomenological Exploration of the Role of Mall’s Fitting Room in Remembering Shopping Experiences

Document Type : Research Paper

Authors

1 Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Department of Electrical, Biomedical and Mechatronics engineering, Qazvin Branch, Islamic Azad University, Qazvin, Iran

10.34785/J018.2020.155

Abstract

Purpose of the study is investigating the effect of changing room on behavioral and emotional reactions of customers in malls. Goal of the study was to investigate the possibilities of changing rooms and their relationships with customer reactions between young women's shopping centers in Tehran through qualitative method and phenomenological approach and through in-depth interview with the participant. Evidences which collected by inductive coding were analyzed in several steps by using MAXQDA software and the theoretical model was drawn.
Initial codes are generated in open coding and 50 items (easy decision-making, reassessment, re-evaluation, re-testing clothes, repeat shopping, recommending others, shopping satisfaction, avoiding clothing testing, avoiding shopping, leaving Shop- no Clothes testing, No return, Good feeling, Reliability, Security, Relaxation, Delight, Comfort, Reluctance, Frustration, Choking, Regret, Lack of Confidence, Doubt, Lack of Relaxation, Anxiety, Shopping ghost, Bored , Unpleasantness, Worry, Slippers, Calling alarm, Carpet flooring, Platform, Chair, Existence of Clothes, Bad Smell, Cleaning and Cleaning, Room Interior, Air Conditioning, Proper door, Cooling & Heating, Interior design, Filling mark, Swap room Location, Lock, Dimensions and Size, Color swap room, Proper lighting, Mirror), 8 Items (Positive response, Negative reaction, positive emotions, negative emotions, facilities, health, structural and basic) and 4 categories (Behavioral response, Emotional response, Requirements of the dressing room, and Good product evaluation) were identified.

Keywords

References

Age, C. S. (2006). All Dressed Up: Fitting-room lighting can be a powerful sales tool for retailers. Chain Store Age, 82(7), 88.‏
Age, C. S. (2007). The perfect fit: mirrors seating figure prominently on consumer’s fitting-room wish lists. Chain Store Age, 83(3), 78.‏
Age, C. S. (2013). Seven ways retailers can keep customers coming back. Chain Store Age, 93(4), 88.‏
Akhond Feiz, L., & Zokaee, H. S. (2016). The Transformation of Happiness in Life Transition: A Study among Kerman Women. Welfare Planning and Social Development Quarterly, Seventh Year, 29. (in Persian)
Amato-McCoy, D. M. (2007). A fitting solution. Chain Store Age, Jan, 10A. Americans with Disabilities Act: ADA guide for small businesses.
Amiel, B. (2007). The horror of the store fitting room. Retrieved March 1, 2009.‏
Antéblian, B., Filser, M., & Roederer, C. (2013). Consumption experience in retail environments: A literature review. Recherche et Applications en Marketing (English Edition), 28(3), 82-109.‏
Ayalp, N., Yildirim, K., Bozdayi, M., & Cagatay, K. (2016). Consumers’ evaluations of fitting rooms in retail clothing stores. International Journal of Retail & Distribution Management.‏, 44(5), 524-539.
Aziz, S., Bahadur, W., Zulfiqar, S., Sarwar, B., Chandia, K. E., & Iqbal, M. B. (2018). Do emotions bring customers to an environment: Evidence from Pakistani shoppers?. Cogent Business & Management, 5(1), 1536305.‏
Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and shopping intentions: The intervening effect of price fairness and perceived affect. Journal of business research, 56(7), 541-551.‏
Barber, T. (2017). The forgotten emotion: An interpretative phenomenological analysis into the lived experience of anger in young men (Doctoral dissertation, Middlesex University).‏
Barry, D. (2007). Coming to a store near you: Intelligent fitting rooms, shelves lighting the way to your correct size. Retrieved March 1, 2009.‏
Barry, D. (2007). Coming to a store near you: Intelligent fitting rooms, shelves lighting the way to your correct size. Retrieved March 1, 2009.‏
Baumstarck, A. (2008). Effects of Dressing Room Lighting Direction on Consumers' Perceptions of Self and Environment (Doctoral dissertation, University of Florida).‏
Baumstarck, A., & Park, N. K. (2010). The effects of dressing room lighting on consumers' perceptions of self and environment. Journal of Interior Design, 35(2), 37-49.‏
Begole, B., Matsumoto, T., Zhang, W., & Liu, J. (2008). Responsive mirror: fitting information for fitting rooms. In Workshop on Ambient Persuasion at CHI (Vol. 2008).‏
Brosdahl, D. J., & Carpenter, J. M. (2011). Shopping orientations of US males: A generational cohort comparison. Journal of retailing and consumer services, 18(6), 548-554.‏
Brown, P. L. (1993, Sunday 27). Mirror, mirror. The New York Time, V8.
Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of customer experience on loyalty: A multichannel examination. The Service Industries Journal, 37(5-6), 317-340.‏
Burns, D. J., & Neisner, L. (2006). Customer satisfaction in a retail setting: The contribution of emotion. International Journal of Retail & Distribution Management.‏, 34, 49-66.
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management.‏
Chebat, J. C., Michon, R., Haj-Salem, N., & Oliveira, S. (2014). The effects of mall renovation on shopping values, satisfaction and spending behaviour. Journal of retailing and consumer services, 21(4), 610-618.‏
Clarke, D. W., Perry, P., & Denson, H. (2012). The sensory retail environment of small fashion boutiques. Journal of Fashion Marketing and Management: An International Journal.‏
Custers, P. J., De Kort, Y. A. W., IJsselsteijn, W. A., & De Kruiff, M. E. (2010). Lighting in retail environments: Atmosphere perception in the real world. Lighting Research & Technology, 42(3), 331-343.‏
De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute working paper series, 85(1), 15-121.‏
DeNora, T., & Belcher, S. (2000). ‘When you’re trying something on you picture yourself in a place where they are playing this kind of music’–musically sponsored agency in the British clothing retail sector. The Sociological Review, 48(1), 80-101.‏
Dong, P., & Siu, N. Y. M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541-551.‏
Finlay, L. (2011). Phenomenology for therapists: Researching the lived world. John Wiley & Sons.‏
Flacandji, M. (2016). De l’expérience au souvenir de l’expérience: étude des invariants et des décalages entre parcours de magasinage et souvenir immédiat. Management Avenir, (4), 79-100.‏
Flacandji, M., & Krey, N. (2020). Remembering shopping experiences: the shopping experience memory scale. Journal of Business Research, 107, 279-289.‏
Funk, D., & Ndubisi, N. O. (2004). Does consumers’ favorite color affect their choice of unpackaged product (car)? ICOQM Conference Proceeding, 25-27.
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.‏
Gilboa, S., & Vilnai-Yavetz, I. (2010). Four generations of mall visitors in Israel: A study of mall activities, visiting patterns, and products purchased. Journal of Retailing and Consumer Services, 17 (6), 501-511. http://dx.doi:10.1016/j.jretconser.2010.08.005
Grant, L. (2007). Give customers some space. Stores, 89(4), 42.
Hefer, Y., & Cant, M. C. (2013). Visual Merchandising Displays Effect On Consumers: A Valuable Asset Or An Unnecessary Burden For Apparel Retailers. International Business & Economics Research Journal (IBER), 12(10), 1217-1224.‏
Hengevelt, J. (2014). Dressing Rooms: Love It Or Leave It!. Master Communication Studies Marketing Communication University of Twente.‏, Master Communication Studies, Marketing Communication.
Holmes, E., & Smith, R. A. (2011). Retail fitting rooms get a makeover. Wall Street Journal [Online], 6, 2011.‏
Holmlund, M., Hagman, A., & Polsa, P. (2011). An exploration of how mature women buy clothing: empirical insights and a model. Journal of Fashion Marketing and Management: An International Journal.‏, 15(1), 108-122.
Hosseini, S. H., & Izadi, Z., (2016). Phenomenology of Living experience of single women, case study; Single women over 35 years old, Social psychological studies of women, 14 (1), 41-72. (in Persian)
Hunter, G. L. (2006). The role of anticipated emotion, desire, and intention in the relationship between image and shopping center visits. International Journal of Retail & Distribution Management.‏, 34, 709-721.
Iman, M. t. (2014). Methodology of qualitative research. Second press, Qom: Research Institute of Hawzeh and University. (in Persian)
Jankingthong, W., & Gonejanart, P. (2012). The relationships of factors affecting post-purchase behavioral intentions in tourism sector. Humanities, Arts and Social Sciences Studies (FORMER NAME SILPAKORN UNIVERSITY JOURNAL OF SOCIAL SCIENCES, HUMANITIES, AND ARTS), 72-90.‏
Joshi, K. K., & Gupta, S. (2017). Factors affecting performance of a shopping mall. IOSR Journal of Business and Management (IOSR-JBM), 19(12), 1-14.‏
Kahneman, D. (2011). Thinking fast and slow. New York: Farrar Straus Giroux.
Kang, H. J. (2015). The effect of flattering fitting room environment on purchasing behavior. Unpublished master dissertation. Seoul: Seoul National University.‏
Kim, H. S., & Kim, J. Y. (2015). The characteristics of fitting rooms design in outdoor brand store. Journal of Digital Design, 15(1), 275–286.
Kim, J. B., Koo, Y., & Chang, D. R. (2009). Integrated brand experience through sensory branding and IMC. Design Management Review, 20(3), 72-81.‏
Kinley, T. R., Josiam, B. M., & Lockett, F. (2010). Shopping behavior and the involvement construct. Journal of fashion marketing and management: an international journal‏, 14, 562-575.
Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2018). The multilevel nature of customer experience research: an integrative review and research agenda. International Journal of Management Reviews, 20(2), 433-456.‏
Labrecque, L. I., Patrick, V. M., & Milne, G. R. (2013). The marketers’ prismatic palette: A review of color research and future directions. Psychology & Marketing, 30(2), 187-202.‏
Laney, M. (2009). The importance of fitting rooms. Retrieved October 10, 2011.‏
Lee, S. E., & Johnson, K. K. P. (2011). Shopping behaviours: Implications for design of retail spaces.[WWW document]. URL http://www. Informedesign. umn. edu (accessed on July 12th, 2011).‏
Lee, S. E., & Johnson, K. K. P. (2014). Shopping behaviours: Implications for the design of retail space. Implications, Vol. 2 No. 5, [Online], available at: www.informedesign.umn.edu (accessed 10 June 2013).
Levy, M. Weitz, B., & Grewal, D. ( 2017). Retailing Management. Translated by Kambiz Heidarzadeh , Amir Abbass Kaeeni, Second Press, Tehran: Elm Nashre. (in Persian)
Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: assessment and reporting of intercoder reliability. Human Communications Research, 28 (4), 587–604.
Machado, R., & Diggines, C. (2012). Customer Service, Juta & Company, Cape Town.
Maiyaki, A. A., & Mokhtar, S. S. M. (2012). Determinants of customer behavioural responses in the Nigerian retail banks: Structural equation modeling approach. African journal of Business management, 6(4), 1652-1659.‏
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.‏
Mohammadpur , A. (2013). Qualitative Research Method Counter Method 2, Second Press, Tehran: Jameeshenasan Press. (in Persian)
Moye, L. N., & Kincade, D. H. (2003). Shopping orientation segments: exploring differences in store patronage and attitudes toward retail store environments among female apparel consumers. International journal of consumer studies, 27(1), 58-71.‏
Noble, S. M., Haytko, D. L., & Phillips, J. (2009). What drives college-age Generation Y consumers?. Journal of business research, 62(6), 617-628.‏
Noordin, S., Ashaari, N. S., & Wook, T. S. M. T. (2017). Virtual fitting room: The needs for usability and profound emotional elements. Paper presented at the 2017 6th International Conference on Electrical Engineering and Informatics (ICEEI).
O’Donnell, J. (2007). Retailers try on dressed-up fitting rooms. USA Today. Retrieved from:⟨ http://usatoday30. usatoday. com/money/industries/retail/2007-01-18-high-tech-dressing-rooms_x. htm.‏
O’shaughnessy, J., & O’shaughnessy, N.J. (2003) The Marketing Power of Emotion. Oxford, New York.
Park, H. H., Jeon, J. O., & Sullivan, P. (2015). How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?. The International Review of Retail, Distribution and Consumer Research, 25(1), 87-104.‏
Pedersen, T., Friman, M., & Kristensson, P. (2011). The role of predicted, on-line experienced and remembered satisfaction in current choice to use public transport services. Journal of Retailing and Consumer Services, 18(5), 471-475.‏
Pentecost, R., & Andrews, L. (2010). Fashion retailing and the bottom line: The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure. Journal of Retailing and Consumer Services, 17(1), 43-52.‏
Poggi, J. (2008). Dressing rooms of the future. Forbes. com, July, 22.‏
Poncin, I., & Mimoun, M. S. B. (2014). The impact of “e-atmospherics” on physical stores. Journal of Retailing and Consumer Services, 21(5), 851-859.‏
Pour Ashraf, Y. A. (2015). The effect of service environments on customer excitement and service output. Journal of Business Management, 7 (2) 363-380. (in Persian)
Rastgar, A. A., & Shahriari, M. (2018). From the image of the shopping center to the tendency to buy perceived value, customer satisfaction and customer preferences. (Case Study: Semnan’s Shopping Center). Journal of Business management. 10 (3) 643-658. (in Persian)
Rea, M. S., & Freyssinier, J. P. (2010). Color rendering: Beyond pride and prejudice. Color Research & Application, 35(6), 401-409.‏
Rea, M.S., & Freyssinier, J.P. (2010a). Guide to Light and Color in Retail Merchandising. ASSIST, 9(1), 1-16.
Rimkute, J., Moraes, C., & Ferreira, C. (2016). The effects of scent on consumer behaviour. International journal of consumer studies, 40(1), 24-34.‏
Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of retailing, 58(1), 34-57.‏
Robinson, E., Blissett, J., & Higgs, S. (2011). Recall of vegetable eating affects future predicted enjoyment and choice of vegetables in British University undergraduate students. Journal of the American Dietetic Association, 111(10), 1543-1548.‏
Seo, K. (2013). Analysis of fitting room enviroments: Effects on older clothing shoppers' shopping patronage intention.‏
Shirazi, M. S., & Ghazizadeh, M. (2018). The Effect of Customers Image of Shopping Center and Individual Image Congruence on Loyalty and Their purchase share With the Moderating Role of the Environment, Consumer Behavior Studies Journal, 5(1), 61-79. (in Persian)
Smith, A., & Reynolds, N. (2009). Affect & cognition as predictors of behavioral intention to wards Service. International Marketing Review, 26 (6), 582.
Song, H. J., Yang, H. J., Kim, N. H., & Kim, J. Y. (2013). Analyzing the emotional design factors in SPA brand store: focusing on the SPA fitting rooms in Myeong-dong. Korean Institute of Interior Design Journal, 15(1), 180-185.‏
Stragà, M., Del Missier, F., Marcatto, F., & Ferrante, D. (2017). Memory underpinnings of future intentions: Would you like to see the sequel?. PloS one, 12(4), e0176624.‏
Summers, T. A., & Hebert, P. R. (2001). Shedding some light on store atmospherics: influence of illumination on consumer behavior. Journal of business research, 54(2), 145-150.‏
Torabi, F., Rahimi Nik, A., Vaddadi, A., & Esmaeilpour, H. (2019). Explaining the Model of Consumer Shopping Behavior in Selecting Delightful Products with a Mixed Approach (Case Study: Discount Chain Stores, Consumer Behavior Studies Journal, 6(1), 81-104. (in Persian)
Twitchell, J. B. (2007). Shopping for God: How Christianity went from in your heart to in your face. Simon and Schuster.‏
Underhill, P. (2009). Why we buy: The science of shopping--updated and revised for the Internet, the global consumer, and beyond. Simon and Schuster.‏
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.‏
Vermaak, M., & de Klerk, H. M. (2017). Fitting room or selling room? Millennial female consumers’ dressing room experiences. International Journal of Consumer Studies, 41(1), 11-18.
Wilson, M. (2007). Store design: details matter. Chain Store Age, 84(7), 126.‏
Xu, Y. (2007). Impact of store environment on adult generation Y consumers’ impulse buying. Journal of Shopping Center Research, 14(1), 39-56.‏
Yoon, E., & Kijewski, V. (1997). Dynamics of the relationship between product features, quality evaluation and pricing. Pricing Strategy and Practice, 5(2), 45–60.
Yun, S. J., Jung, H. I., & Choo, H. J. (2015). Consumer experiences in fitting rooms in SPA stores. Fashion and Textiles, 2(1), 1-14.‏
Zhang, B., Carpenter, J. M., & Brosdahl, D. J. (2011). Shopping orientations and retail format choice among Generation Y apparel shoppers. Journal of Textile and Apparel, Technology and Management, 7(1)
Consumer Behavior Studies Journal
Volume 7, Issue 2
October 2020
Pages 1-23

Files

Share

How to cite

Statistics