Effects of perceived retail crowding: a meta-analytic study

ABSTRACT

We performed a meta-analysis to understand the crowding construct in the retail context. The systematic review identified 535 studies, of which 69 were present in the analysis conducted, generating 504 quantitative relationships. Our meta-analysis indicated that the perception of crowding generates many negative feelings, a few positive feelings, minimal perceived value, low attractiveness of the environment and low short- and long-term consequent behaviours. At the methodological level, it was found that student samples and experiments tend to produce a stronger impact on the relationship between crowding and satisfaction. It was also found that the effect of crowding perception on customer satisfaction differed according to cultural influence. Finally, the results did not demonstrate an influence of the type of density (human vs spatial) on the relationship between retail crowding and satisfaction.

KEYWORDS:

• Retail
• crowding perception
• meta-analysis
• consequents and moderators

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Fernando de Oliveira Santini

Fernando de Oliveira Santini is an Professor in the Department of Marketing Management of Universidade do Vale dos Sinos (Unisinos). His researches fields are: Consumer Behavior; Brand strategy and innovation; Retail Strategies; Quantitative research; Experimental Research; Meta-Analysis.

Wagner Junior Ladeira

Wagner Junior Ladeira is an Professor in the Department of Marketing Management of Universidade do Vale dos Sinos (Unisinos). His researches fields are: Consumer Behavior; Brand strategy and innovation; Retail Strategies; Quantitative research; Experimental Research; Meta-Analysis.

Claudio Hoffmann Sampaio

Claudio Hoffmann Sampaio is an Professor in the Department of Marketing Management of Pontíficia Universidade Católica do Rio Grande do Sul (PUCRS). His researches fields are: Consumer Behavior; Strategy; Experimental Research.

Marcelo Gattermann Perin

Marcelo Gattermann Perin is an Professor in Sao Paulo School of Business Administration (EAESP), Fundação Getulio Vargas (FGV).  His researches fields are: Consumer Behavior; Brand strategy and innovation; Retail Strategies; Quantitative research.