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An integrative perspective of closeness in retailing: From retailers' sense-giving to consumers' sense-making

Abstract : This research investigates the concept of closeness in retailing. While previous research on closeness has tended to adopt only consumers' point of view, in-depth interviews with managers and customers of a French supermarket chain show that both parties interpret and define closeness differently. Analysis reveals that “store closeness” comprises a complex set of meanings that are not limited to a geographical notion but rather encompass functional, relational, and integration notions. Furthermore, retailers define store closeness very broadly, which contributes to nurturing their positioning but also leads them to idealize their role in the marketplace. In contrast, consumers’ definition of store closeness is more limited and mainly focuses on the functional features of the store, thus highlighting a discrepancy between retailers’ sense-giving and consumers’ sense-making.
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https://hal-univ-bourgogne.archives-ouvertes.fr/hal-01425364
Contributor : Emmanuelle Ashta <>
Submitted on : Tuesday, January 3, 2017 - 3:26:23 PM
Last modification on : Wednesday, December 30, 2020 - 1:08:06 PM

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Maryline Schultz, Damien Chaney, Alain Debenedetti. An integrative perspective of closeness in retailing: From retailers' sense-giving to consumers' sense-making. Journal of Retailing and Consumer Services, Elsevier, 2016, 32 (septembre), pp.218-226. ⟨10.1016/j.jretconser.2016.06.016⟩. ⟨hal-01425364⟩

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