Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance

•Showrooming is a technology-enabled behavior which can have severe consequences.•Showrooming has negative effects on both salesperson self-efficacy and performance.•Approach-based coping behaviors reduce the negative effect of showrooming on self-efficacy.•Cross-selling strategies help mitigate the negative effect of showrooming on performance.•Retail store managers must begin to address showrooming and determine how to respond to it. The increasing product commoditization and price transparency afforded by online retail channels have left many brick and mortar stores bearing the costs associated with being used as a physical showroom without reaping the rewards of the final sale. As customers continue to take advantage of retail stores to gather information and turn to competing channels for purchasing, the role of the retail salesperson has shifted and retailers have been left without a clear understanding of how to manage this change in the retailing landscape. In this research, we first define “showrooming” – and investigate individual (i.e., salesperson)-level experiential consequences of perceived showrooming. We find negative relationships between perceived showrooming and salesperson self-efficacy and salesperson performance, which are positively moderated by salesperson coping strategies and cross-selling strategies. Our findings suggest that the negative effects of showrooming can be combated though specific salesperson behaviors and strategies. Further, exploratory findings at the store level reaffirm a negative relationship between perceived showrooming behaviors and performance. Finally, we discuss the theoretical and practical implications of our findings and offer specific managerial actions to address showrooming.