Retail crowding: meta-analysis of contextual and cultural moderators

Fernando de Oliveira Santini, Wagner Junior Ladeira, Diego Costa Pinto, Marcia Maurer Herter, Anna S. Mattila, Marcelo Gattermann Perin

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


Purpose: Although academics and retail managers share a common belief that crowded stores generate more sales, there is a growing concern about the negative impact of retail crowding on customer relationship management (CRM). This research aims to understand the underlying processes driving the effect, and it explores potential moderators that may mitigate the negative effects on consumer satisfaction. Design/methodology/approach: This research employs a meta-analysis on retail crowding effects and potential moderators. Findings: The integrative model of retail crowding reveals that social needs, crowd similarity, crowd expectation and uncertainty avoidance mitigate the negative retail crowding effects on satisfaction. Research limitations/implications: The authors advance the retailing literature by synthesizing recent studies on retail crowding. The findings also provide a clearer understanding of the mediating role of negative emotions in the relationship between retail crowding and satisfaction. Practical implications: This research offers guidance for retail managers on how to mitigate the harmful effects of crowding on customer satisfaction. Originality/value: This research contributes to the retailing literature and offers guidance for retailers on how to mitigate the harmful effects of crowding on cvustomer satisfaction. Our moderation analyses provide insights into how and when crowding drives consumer satisfaction.

Original languageEnglish (US)
Pages (from-to)57-71
Number of pages15
JournalMarketing Intelligence and Planning
Issue number1
StatePublished - Jan 17 2022

All Science Journal Classification (ASJC) codes

  • Marketing


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