Can retailers improve store satisfaction with digital signage?


Despite the growing interest in waiting perception management, no study has yet explored how environmental distracters in retailing waiting areas influence overall store satisfaction. This field experiment revealed that digital signage mounted at the checkout area of a grocery store positively influenced overall store satisfaction by distracting shoppers from monitoring queuing time. The presence of a digital signage system reduced the perceived waiting time while also creating favorable waiting experiences. However, only the latter influenced store satisfaction. This research highlights the importance of creating favorable waiting experiences.

The the full research paper here

Author(s): Marion Garaus, Udo Wagner

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Related subjects at MU Vienna:

BSc in International Management

MSc in Management

MSc in Management with a specialization in Digital Marketing