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Purpose: Previous research on salesperson-customer proximity has yielded mixed results, with some studies documenting positive proximity effects on shopping responses and others demonstrating the reverse. To reconcile such mixed findings, this paper aims to test whether and how salesperson proximity influences a series of key customer outcomes in actual retail settings using sample sizes that are considerably larger than most former investigations. Design/methodology/approach: We conducted two high-powered field studies (N = 1,312) to test whether salesperson‐customer proximity influences consumers' purchase behavior and store loyalty. Moreover, we investigated whether the short-term effects on purchase behavior were moderated by the extent to which the consumption context had a clear connection to consumers' own bodies. Findings: Salesperson proximity increased purchase incidence and spending in consumption contexts with a bodily basis (e.g. clothes, beauty, health), suggesting that consumers "buy their way out" in these contexts when a salesperson is violating their personal space. If anything, such proximity had a negative impact on consumers' purchase behavior in contexts that lacked a clear bodily connection (e.g. building materials, furniture, books). Moreover, the link between proximity and consumer responses was mediated by discomfort, such that a salesperson standing close-by (vs farther away) increased discomfort, with negative downstream effects on shopping responses. Importantly, the authors found opposite proximity effects on short-term metrics (purchase incidence and spending) and long-term outcomes (store loyalty). Research limitations/implications: Drawing on the nonverbal communication literature and theories on processing fluency, the current work introduces a theoretically relevant boundary condition for the effects of salesperson-customer proximity on consumers' purchase behavior. Specifically, the bodily basis of the consumption context is discussed as a novel moderator, which may help to explain the mixed findings in this stream of research. Practical implications: Salesperson-customer proximity may serve as a strategic sales tactic to improve short-term revenue in settings that are closely tied to consumers' own bodies and characterized by one-time purchases. However, as salesperson proximity was found to be associated with lower store loyalty, irrespective of whether the shopping setting had a bodily basis, the risk of violating consumers' personal space may have costly consequences from a long-term perspective. Originality/value: The present field studies make three central contributions. First, we introduce a novel moderator for proximity effects in various sales and service settings. Second, we test the focal hypotheses with much higher statistical power than most existing proximity studies. Finally, we document that salesperson-customer proximity ironically yields opposite results on short-term metrics and long-term outcomes, thus underscoring the importance of not solely focusing on sales effectiveness when training frontline employees. [ABSTRACT FROM AUTHOR]

This paper presents a critical review of published findings pertaining to the physical proximity between employees and customers in various sales and service settings. Following an overview of this stream of research, reflections are then offered on how the concepts of personal space and physical proximity may have changed in terms of their financial and well-being-related effects as a function of the COVID-19 pandemic. Due to the risk of infection in interpersonal interactions, and despite the affiliative aspects associated with physical proximity, recent recipes for success—as advocated by academics—may eventually have a negative impact on multiple crucial metrics in a post-pandemic world, such that employees' physical proximity to customers may soon come with a wide array of costly consequences. The article concludes with a set of future research directions. [ABSTRACT FROM AUTHOR]

This research fills a gap in the retailing literature regarding physical proximity while shopping. Most research in this area examines perceived crowding or social presence and largely ignores issues of distance. Using four studies we explore the impact of the physical proximity of an employee to a shopper. Contrary to common belief, we show that such encroachments can increase consumers’ acceptance feelings and their purchase intentions. We illustrate how these results are consistent with social identity theory. The results show a shopper can have higher purchase intentions the closer an employee physically gets to them due to an increase in feelings of acceptance. This result is strengthened when being included to an in-group is important to the shopper. The negative effects of feeling anxious in a purchase situation can also be buffered the closer an employee gets. Finally, the positive relationship of felt acceptance to purchase intentions is most critical when the product being purchased is perceived as less expressive. These results have important implications to our understanding of shopper behavior and reactions to physical proximity. [ABSTRACT FROM AUTHOR]