Title: Exploring consumer power triggers in retail and service settings

Authors: Apiradee Wongkitrungrueng

Addresses: Mahidol University International College, 999 Phutthamonthon 4 Road, Salaya, Nakhonpathom 73170, Thailand

Abstract: This paper explores service elements that influence consumers' sense of power, which is known to affect consumers' attitudes, feelings, and behavioural approach/inhibition. A critical incident technique is used to collect data about shoppers' experiences. The findings indicate that a consumer's sense of power manifests as freedom, respect, and control and can be induced by a consumer's own resources as well as the characteristics and behaviours of store atmospherics (design and social factors) and the service protocols guided by the service policy. Understanding power triggers has potential implications for designing and managing service elements to ensure consumer satisfaction with in-store services.

Keywords: power; control; atmospherics; salesperson behaviours; other customers; service settings.

DOI: 10.1504/IJSOM.2019.103985

International Journal of Services and Operations Management, 2019 Vol.34 No.4, pp.421 - 446

Received: 26 Feb 2017
Accepted: 13 Sep 2017
Published online: 05 Dec 2019 *

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