Potdar, B and Guthrie, J and Gnoth, J, Encouraging shoplifting prevention with quality relationships: A theory of planned behaviour perspective, International Journal of Retail & Distribution Management, 46, (1) pp. 49-69. ISSN 0959-0552 (2018) [Refereed Article]
Copyright 2018 Emerald Publishing Limited
Purpose: The cost to supermarkets from shoplifting is a growing problem. Despite huge investments in formal security measures, supermarkets experience shrinkage and face heavy financial losses. Hence, this paper explores an alternative approach to shoplifting prevention. The purpose of this paper is to propose that quality relationships between a supermarket and its customers could be a viable strategy for shoplifting prevention. A conceptual model is presented at the end of this paper for encouraging shoplifting prevention using a theory of planned behaviour perspective.
Design/methodology/approach: A systematic search of literature on relationship quality was conducted. Research papers were shortlisted from peer-reviewed journals published between 2007 and 2016. For the convenience of readers, studies on relationship quality are presented in six cross-checked information categories in a table.
Findings: This study produced two results. First, it finds three antecedents of supermarket-customer relationship quality. These are as follows: a supermarketís participation in corporate social responsibility and cause-related marketing initiatives, a supermarketís service quality, and a customerís attachment to a supermarketís place/location. Second, there are three major effective dimensions of relationship quality. These are as follows: satisfaction, trust, and commitment. The proposed model incorporates factors from both findings, to measure a supermarket-customer relationship quality that may influence intention of customers to engage in shoplifting preventive behaviour.
Originality/value: This research paper has reviewed the existing literature to utilise it in the context of shoplifting prevention, and developed a novel model/framework for effective shoplifting prevention with a theory of planned behaviour perspective.
|Item Type:||Refereed Article|
|Keywords:||relationship quality, corporate social responsibility and cause-related marketing, place attachment and bonding, service quality at supermarkets, shoplifting prevention, theory of planned behaviour|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Marketing management (incl. strategy and customer relations)|
|Objective Division:||Economic Framework|
|Objective Group:||Management and productivity|
|UTAS Author:||Potdar, B (Dr Balkrushna Potdar)|
|Web of Science® Times Cited:||11|
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