Driving In-Role and Extra-Role Brand Performance among Retail Frontline Salespeople: Antecedents and the Moderating Role of Customer Orientation
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DOI: 10.1016/j.jretai.2019.03.003
Abstract: The organizational frontline in retail represents the frontline for an entire supply chain. This channel structure distances the branded supplier from the end consumer and makes the supplier dependent on a retail frontline salesperson that… read more here.
Keywords: role; retail frontline; extra role; brand ... See more keywords
Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability
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DOI: 10.1016/j.jretai.2019.03.005
Abstract: The rapid development of augmented reality (AR) is reshaping retail frontline operations by enhancing the offline and online customer experience. Drawing on mental imagery theory, this paper develops a conceptual framework to reflect how AR… read more here.
Keywords: retail frontline; customer; decision comfort; imagery ... See more keywords