Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework

Showrooming is an increasingly popular practic that threatens retailers' performance. This paper adopts the push-pull-mooring framework to understand shopper decision purchase online from a different retailer (competitive showrooming) rather than same visited gather information (loyal showrooming). Going beyond customer motivation get best value, we focus on retailer-situational variables (store crowding and quality of salesperson service) retailer-relational (customer satisfaction, trust loyalty) in competitive (vs loyal) showrooming. Data was collected via survey answered by 659 showroomers analysed using fuzzy-set Qualitative Comparative Analysis (fsQCA) unveil patterns Results highlight role mooring factors, such as strong customer-retailer relationship salespersons’ service, reducing