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Encouraging shoplifting prevention with quality relationships: A theory of planned behaviour perspective

Balkrushna Potdar (Department of Marketing, University of Otago, Dunedin, New Zealand)
John Guthrie (Department of Marketing, University of Otago, Dunedin, New Zealand)
Juergen Gnoth (Department of Marketing, University of Otago, Dunedin, New Zealand)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 15 December 2017

Issue publication date: 3 January 2018

2511

Abstract

Purpose

The cost to supermarkets from shoplifting is a growing problem. Despite huge investments in formal security measures, supermarkets experience shrinkage and face heavy financial losses. Hence, this paper explores an alternative approach to shoplifting prevention. The purpose of this paper is to propose that quality relationships between a supermarket and its customers could be a viable strategy for shoplifting prevention. A conceptual model is presented at the end of this paper for encouraging shoplifting prevention using a theory of planned behaviour perspective.

Design/methodology/approach

A systematic search of literature on relationship quality was conducted. Research papers were shortlisted from peer-reviewed journals published between 2007 and 2016. For the convenience of readers, studies on relationship quality are presented in six cross-checked information categories in a table.

Findings

This study produced two results. First, it finds three antecedents of supermarket-customer relationship quality. These are as follows: a supermarket’s participation in corporate social responsibility and cause-related marketing initiatives, a supermarket’s service quality, and a customer’s attachment to a supermarket’s place/location. Second, there are three major effective dimensions of relationship quality. These are as follows: satisfaction, trust, and commitment. The proposed model incorporates factors from both findings, to measure a supermarket-customer relationship quality that may influence intention of customers to engage in shoplifting preventive behaviour.

Originality/value

This research paper has reviewed the existing literature to utilise it in the context of shoplifting prevention, and developed a novel model/framework for effective shoplifting prevention with a theory of planned behaviour perspective.

Keywords

Citation

Potdar, B., Guthrie, J. and Gnoth, J. (2018), "Encouraging shoplifting prevention with quality relationships: A theory of planned behaviour perspective", International Journal of Retail & Distribution Management, Vol. 46 No. 1, pp. 49-69. https://doi.org/10.1108/IJRDM-12-2016-0240

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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