Surveillance investments in store environment and sense of security.

Purpose – This study aims to focus on how grocery store retail entrepreneurs invest in formal and informal surveillance, and how these investments affect consumers' and employees' sense of security. In particular, it tries to understand what kind of surveillance investments can be found from the stores with high consumer and employees' sense of security. Design/methodology/approach – The present study utilizes elements of CPTED in its theoretical approach. The population for the study consisted of 946 grocery store K-retailers. The data collection was carried out through an internet survey in February and March of 2009. A total of 161 grocery store retailers filled in the questionnaire, yielding a response rate of 17 percent. Findings – The research reveals that investments in informal surveillance are more likely to create a high sense of security among consumers and employees than are investments in formal surveillance. In other words, the analysis shows that the stores where consumers and employees have a high sense of security have made more investments in comfortable, clean and well-lit premises than stores where consumers and employees have a low sense of security. Research limitations/implications – The present study was limited to surveillance and to consumers' and employees' sense of security as understood by the retailers. Unquestionably, there is a need to study surveillance from the consumers' and employees' viewpoints. In addition, qualitative studies would enable more thorough operationalization of the concepts that linked the surveillance and sense of security in the store context. Practical implications – Retailers wishing to create a safe retail space for employees and customers should invest in informal surveillance. Investments in comfortable, well-cleaned and well-lighted premises make both consumers and employees feel safe in the store environment. In this way, retailers can enhance the competitiveness of their store. Originality/value – Very little empirical research has evaluated the effectiveness of surveillance in the store environment, although many articles and reports have commented on the importance of surveillance. The present study fills this research gap. [ABSTRACT FROM AUTHOR]