DESHOPPING & CUSTOMER SERVICE- “AN ANALYSIS ON HOW TO MINIMIZE OR REDUCE THE DESHOPPING BEHAVIOUR WHILE MAINTAINING THE STANDARD OF CUSTOMER SERVICE IN ORGANIZED RETAIL”

Authors

  • Kuldeep Kumar, Dr. Anuradha Tiwari, Dr. Nimit Gupta

Abstract

Purpose: At present time retailers are focusing more on customer service and trying to be more
customer centric organization. But there is also other dark side of retail which cannot be ignore by retailer in longer run. Unethical consumer buying behaviour named as deshopping is one of
the fastest growing consumer behaviour in today’s retail environment. Current study examines
deshopping from both retailers and customer’s perspective, applied theory of planned
behaviour along with how to reduce deshopping behaviour while maintaining the standard of
customer service.
Design/Methodology/Approach: A questionnaire survey will be fill by 100 female
respondents who usually preferred Indian ethnic wear to know about the deshopping behaviour
and an interview will also conduct with retail employees who are working at the front end in
an organised retail store who interact with shoppers/deshoppers on the daily basis. The agenda
behind questionnaire is to get know about the deshopping behaviour from customer’s point of
view and behind interview agenda is to understand the deshopping behaviour from retail
employee’s perspective.
Findings: Findings demonstrate the use of TPB in qualitative technique, understand
deshopping from retailers and customers perspective. Individual questionnaire’s result helps in
order to understand the buying behaviour, frequency of buying and returning new product,
reasons of return/exchange the product, to understand that how many respondents are involved
in deshopping behaviour and what is the reason behind the same, factors that inspire an
individual to behave as like deshoppers, timing and store’s selection where they can easily
perform deshopping behaviour etc.
Originality: This is the first paper where researcher demonstrate the deshopping behaviour
from both retailer and customer’s perspective along with the approach of customer service.
This paper also identify the key variables which influence the consumer’s behaviour to behave
as like deshoppers.
Research Implications: This research will be helpful for retailer to understand the consumer
buying behaviour with respect to deshopping and will also help them to make certain policies
which will reduce the consumer’s deshopping behaviour while making the standard of
customer service with the approach of customer’s centric organization. It will also allow
retailers to look at their profitability and its maximization.
Limitations: Current study focused on garment, ladies ethnics wear brands only. Future study
can be conduct in other industry as well to know the consumer’s unethical buying behaviour. 

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Published

2020-11-29

How to Cite

Kuldeep Kumar, Dr. Anuradha Tiwari, Dr. Nimit Gupta. (2020). DESHOPPING & CUSTOMER SERVICE- “AN ANALYSIS ON HOW TO MINIMIZE OR REDUCE THE DESHOPPING BEHAVIOUR WHILE MAINTAINING THE STANDARD OF CUSTOMER SERVICE IN ORGANIZED RETAIL”. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 1099 - 1112. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/827