We draw insights from Activity Theory within the field of human-computer interaction to quantitatively measure a mobile in-store experience (MIX), which includes the suite of shopping activities and retail services that a consumer can engage in when using their mobile device in brick-and-mortar stores. We developed and validated a nine-item, formative MIX index using survey data collected from fashion consumers in the United States (n= 1,267), United Kingdom (n= 370), Germany (n= 362), and France (n= 219). As survey measures of (...) consumer engagement in omnichannel retailing using a mobile device, the index items with stronger factor loadings described in-store shopping activities whereas those with weaker factor loadings described activities related to behavioral targeting and social networking. These results suggest that retailers should give consumers the autonomy to independently find, evaluate and purchase merchandise in brick-and-mortar stores, thereby enabling them to co-create personalized shopping experiences as active participants within an omnichannel retail servicescape. Our findings also suggest that retailers should provide consumers with more authentic ways to build community and brand affiliations than mobile marketing and social media promotions. In-store activities should not simply be a migration of pre-existing e-commerce capabilities onto mobile devices. An engaging mobile in-store experience should be an amalgam of physical and digital activities that produce a seamless shopping journey and leverage the unique properties of mobile devices – ultra-portability, location sensitivity, untetheredness, and personalization. Retail executives can use the validated MIX index to prepare strategic investments in mobile technology applications and capabilities for retail stores within their omnichannel operations. The nine-item MIX index is also well-suited for consumer surveys, which also makes it an attractive measure of consumer engagement in omnichannel retailing for future academic research. (shrink)

Worldwide, church membership is decreasing. A decline in the number of young adults that attend church services is also evident. The purpose of the research was to determine whether the application of a well-established body of knowledge of marketing theories and principles could be used by churches to encourage young adults to return to the church. The application of services marketing to the church as a non-profit organisation is discussed by focussing on non-physical and physical atmospheric cues in the church's (...) servicescape that could enhance church attendance. A quantitative approach was used by testing the opinions of 200 church service attendees of different denominations. The findings indicated that certain elements in the servicescape of a church may be useful in attracting young adults. It was found that music is a strong determinant of whether young adults attend church services, followed by layout and design of the church and then by the signs and symbols used in the church. Females reported significantly higher levels of positive perceptions concerning the layout and design. Although the research showed that some marketing elements, such as a positive servicescape, could improve church attendance, other personal elements such as forming personal relationships with fellow Christians and God need to be further explored. (shrink)