Patrice Cottet, M.C. Lichtlé and V. Plichon
This paper aims to underline the effects of shopping value on customer satisfaction and to determine its antecedent variables.
Abstract
Purpose
This paper aims to underline the effects of shopping value on customer satisfaction and to determine its antecedent variables.
Design/methodology/approach
A qualitative survey through interviews with hypermarket customers was first carried out. It was followed by a quantitative study, carried out in two stages: 199 patrons were first interrogated in order to clarify the outlet characteristics scale. A second set of data was then collected (436 respondents). Factorial analysis, confirmatory factorial analysis and analysis of regression were conducted.
Findings
The last study results show that both utilitarian and hedonic values have an influence on satisfaction; they tend to indicate that the utilitarian value is related to product availability, while the hedonic value is influenced by such elements as atmosphere, relations with store employees, as well as crowding and other peripheral services.
Research limitations/implications
The influence of the five outlet characteristics studied (atmosphere, peripheral services, store employees, product availability, crowding) on value have never been demonstrated empirically until now. The link between value and satisfaction was not so clear in the literature.
Practical implications
The results show what variables are to be promoted if a retailer wishes to give the outlet its utilitarian and/or hedonic value, and then influence patron satisfaction.
Originality/value
This paper provides important and new insights both into value that may be attributed to a point of sale and into the effect on customer satisfaction of outlet characteristics.
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Sardar Mohammadi, Abed Mahmoudian and Manuel Alonso Dos Santos
Currently, attention to customer experience management is one of the most important management approaches in the business field. Focussing on improving customer experience and…
Abstract
Currently, attention to customer experience management is one of the most important management approaches in the business field. Focussing on improving customer experience and having a customer experience management strategy is one of the actions that service providers can take to improve their marketing performance by providing superior experiences to customers. The nature of customer experience is very important for the retail industry, especially for sportswear stores, because sports products are mostly experience-oriented and can be classified as a general experience. Despite the importance of consumption experience in consumer behaviour studies, the design of sports customer experiences has received less attention from researchers. Therefore, this chapter seeks to answer the question of what aspects of creating and developing customer experience in sportswear retail stores are. To answer this question, this chapter attempts to identify the areas of creating customer experiences in sports stores by using the views of sports marketing experts through qualitative research and using content analysis techniques. The findings indicate that sports stores try to provide the best experience for their customers by considering six aspects of human resources and employees, products, interior design, exterior space, technology and interaction and communication in their strategic marketing plans and investing in creating and developing these aspects. They create a distinct experience for customers and provide a basis for purchasing, satisfaction, loyalty and other positive marketing consequences for customers.
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Maria del Mar Garcia de los Salmones, Andrea Perez and Ignacio Rodriguez del Bosque
The present study aims to analyze the influence of ethical and philanthropic responsibility of a financial entity on consumer behaviour. Specifically, it aims to analyze…
Abstract
Purpose
The present study aims to analyze the influence of ethical and philanthropic responsibility of a financial entity on consumer behaviour. Specifically, it aims to analyze relationships among these dimensions and diverse constructs, such as the relationship satisfaction, trust, identification with the firm, business performance, relational outcomes and loyalty.
Design/methodology/approach
The benefits of corporate social responsibility as a marketing tool are analyzed in a real context, directly asking the user for his/her perceptions about the financial entities. A personal survey for users was carried out, obtaining 789 valid responses. In order to comply with the aims of this research a model of structural equations was developed.
Findings
It is seen that the relationship satisfaction, trust and identification with the entity are the main determinants of loyalty, while the ethical and social dimensions have an indirect effect. The ethical behaviour influences the perceived commercial performance and it enhances trust, while corporate philanthropy improves the identification with the bank.
Practical implications
The findings of this study indicate that social responsibility influences consumer behaviour and loyalty, so financial entities must especially take care of these aspects. A firm with a correct ethical behaviour and a strong social commitment will be able to achieve better financial results.
Originality/value
This paper completes the loyalty model with the inclusion of variables of social responsibility. Specifically, it analyzes separately two dimensions of social responsibility in order to check the effect of each dimension on the consumer behaviour.
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Juan Carlos Fandos Roig, Marta Estrada Guillén, Santiago Forgas Coll and Ramon Palau i Saumell
The aim of this study is to analyze the influence of perceived value on customer loyalty, going into depth in the special case of social value.
Abstract
Purpose
The aim of this study is to analyze the influence of perceived value on customer loyalty, going into depth in the special case of social value.
Design/methodology/approach
A total of 200 personal surveys have been conducted on customers of financial institutions, and structural equation modelling has been used to compare the relationships arising.
Findings
The importance of perceived value for consumer loyalty is confirmed, and the core performance of the service received is the main determinant of satisfaction. The effect of social value on customer loyalty is also examined in two ways: as a determinant of the attitude of the individual and as a normative component directly influencing behavioral intentions.
Research limitations/implications
This research was carried out in financial services. Further research of the proposed conceptual model across different industries and countries is needed to determine the generalizability and consistency of this study's findings.
Practical implications
It highlights the interest of social marketing programs and corporate social responsibility to maintain the customer's loyalty.
Originality/value
The contribution of this work is that it makes it possible to study the effect of social value along with other relational variables in consumer loyalty. The authors compared the effect of the core service performance with the social component as an element influencing the individual's attitude and as a normative element.
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Elisabeth Happ, Ursula Scholl-Grissemann, Mike Peters and Martin Schnitzer
Offline retail stores have been working on improving their in-store customer experience; they have begun to realise the physical advantage they have over online channels…
Abstract
Purpose
Offline retail stores have been working on improving their in-store customer experience; they have begun to realise the physical advantage they have over online channels. Especially sports products have a number of unique features, such as high emotional involvement or a sense of community; additionally, sports customers put emphasis on multisensory brand experience at the point of sale. This study examines the in-store customer experience (ISCX) in offline sports retail stores, taking into account the commercial uniqueness of sport.
Design/methodology/approach
A qualitative study (focus groups; n = 16) and quantitative survey (cross-sectional survey design; n = 238) were conducted to measure ISCX in sports retail stores.
Findings
The results suggest that the customers' in-store experience has a significant influence on customers' satisfaction with the sports retailer and their likeliness to recommend the store to friends, which, in turn, is significantly affected by customers' satisfaction with the retailer. Moreover, social responses to actors involved in the service encounter, for example, the interaction with employees, play a significant role for the customer in-store experience. Accordingly, sports customers strive not only for functional benefits inherent in the interaction with customers and employees but also for social benefits.
Originality/value
This study extends the knowledge by (1) replicating the ISCX scale, (2) analysing ISCX in a sports retail environment and (3) examining the influence of ISCX on the Net Promoter Score. Moreover, the findings support managers' know-how about in-store setting and help to maintain the customer relationship.
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Maher Georges Elmashhara and Ana Maria Soares
The purpose of this paper is to understand the role played by emotional states in the relationship between entertainment and social interaction with salespeople and shopper…
Abstract
Purpose
The purpose of this paper is to understand the role played by emotional states in the relationship between entertainment and social interaction with salespeople and shopper satisfaction.
Design/methodology/approach
The proposed model was tested using a survey-based study, with a sample size of 318 mall shoppers.
Findings
The results indicate that pleasure and dominance are mediators in the relationship between entertainment and social interaction with salespeople and mall shopper satisfaction. Moreover, regarding the direct relations, entertainment directly influences satisfaction, while social interaction does not.
Practical implications
The results have practical implications for mall managers and mall developers. Specifically, entertainment can be used to attract shoppers and to enhance their satisfaction with the overall shopping experience. Practical suggestions to this end are offered.
Originality/value
This study’s contribution is twofold: first, this study adds to research by addressing the gap in research regarding shopper emotional states. Specifically, it addresses the mediating role played by emotional states of shoppers on the impact of entertainment and social interaction in satisfaction. Second, the study concentrates on the role of salespeople by focusing on the social aspects of the interaction.
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Mbaye Fall Diallo, Jean-Louis Moulins and Elyette Roux
Despite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research analyses…
Abstract
Purpose
Despite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research analyses the direct effects of brand images (hedonic, symbolic and functional) on three specific relationship variables (brand trust, brand attachment and brand social identification). It also investigates their indirect effects on three types of loyalty (cognitive, affective and normative) in retailing.
Design/methodology/approach
This paper is based on quantitative research involving 417 respondents. It uses structural equation models to test relevant research hypotheses.
Findings
The results show that hedonic brand image affects brand attachment, while functional brand image influences brand trust. Symbolic brand image has similar effects on the three relationship variables (attachment, trust, identification). Moreover, the relationships between brand image dimensions and brand loyalty types are positively mediated by attachment, trust and brand identification. Therefore, the authors highlight a more complex process in customer–brand relationships than previously thought.
Research limitations/implications
This article focusses on the cosmetic retail sector. It would be interesting to empirically test/extend the model in other industries/sectors. Future studies could also include brand attitude in their research model.
Practical implications
To strengthen affective loyalty, retail managers should focus on both hedonic image and brand attachment (e.g. emphasise the brand personality traits that refer to both affect and hedonism). To develop normative loyalty, they should improve symbolic brand image and facilitate customer brand identification.
Originality/value
This research provides a new three-dimensional model of customer relationships with brands to account for the dynamic nature of customer loyalty in retailing. It shows how three dimensions of brand image (hedonic, functional and symbolic) affect three types of loyalty (affective, cognitive and normative) through the mediation of three specific relationship variables (brand attachment, brand trust and brand identification).
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Elena Bellio and Luca Buccoliero
Delivering patient-centered healthcare is now seen as one of the basic requirements of good quality care. In this research, the impact of the perceived quality of three…
Abstract
Purpose
Delivering patient-centered healthcare is now seen as one of the basic requirements of good quality care. In this research, the impact of the perceived quality of three experiential dimensions (Physical Environment, Empowerment and Dignity and Patient–Doctor Relationship) on patient's Experiential Satisfaction is assessed.
Design/methodology/approach
259 structured interviews were performed with patients in private and public hospitals across Italy. The research methodology is based in testing mediation and moderation effects of the selected variables.
Findings
The study shows that: perceived quality of Physical Environment has a positive impact on patient's Experiential Satisfaction; perceived quality of Empowerment and Dignity and perceived quality of Patient–Doctor Relationship mediate this relationship reinforcing the role of Physical Environment on Experiential Satisfaction; educational level is a moderator in the relationship between perceived quality of Patient–Doctor Relationship and overall Satisfaction: more educated patients pay more attention to relational items. Subjective Health Frailty is a moderator in all the tested relationships with Experiential Satisfaction: patients who perceive their health as frail are more reactive to the quality of the above-mentioned variables.
Originality/value
Physical Environment items are enablers of both Empowerment and Dignity and Patient–Doctor Relationship and these variables must be addressed all together in order to improve the value proposition provided to patients. Designing a hospital, beyond technical requirements that modern medicine demands and functional relationships between different medical departments, means dealing with issues like the anxiety of the patient, the stressful working environment for the hospital staff and the need to build a sustainable and healing building.
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Helena Martins Gonçalves and Patrícia Sampaio
This study aims to examine the moderating effects of gender, income, age, customer involvement and length of the relationship on the customer satisfaction (CS)‐customer loyalty…
Abstract
Purpose
This study aims to examine the moderating effects of gender, income, age, customer involvement and length of the relationship on the customer satisfaction (CS)‐customer loyalty (CL) relationship in a contractual service context. CL is assessed using customer repurchase intention (RI) and repurchase behavior (RB).
Design/methodology/approach
Using a postal mail survey, the authors measure the CS, RI involvement and socio‐demographic characteristics of customers who use a credit card. RB is measured by the number of transactions and the corresponding amount spent by clients, based on data provided by the company. The proposed hypotheses are tested using random sampling and hierarchical regressions.
Findings
The significant moderators are different depending on the CL measure used. When RI is utilized, the gender and age of the client have a positive effect on the CS‐CL relationship. However, when RB is assessed using the number of transactions made by the credit card's owner, the length of the relationship becomes the significant moderator.
Research limitations/implications
The study is limited to a single firm, from one industry sector, but provides future researchers a multitude of replication opportunities.
Practical implications
Demographic and relational variables are important in explaining the CS‐CL relationship. Customer relationship strategies have positive results. RB is preferred to RI when evaluating and explaining CL.
Originality/value
The assessment of customer and relational characteristics as moderating variables in the CS‐CL relationship, and comparing different measures of CL in a contractual service adds value to this research.
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Amel Dakoumi Hamrouni and Maha Touzi
The purpose of this paper is to analyze the holistic perception of the customer vis‐a‐vis the creation of an ideal store by using the projective technique of collage. In…
Abstract
Purpose
The purpose of this paper is to analyze the holistic perception of the customer vis‐a‐vis the creation of an ideal store by using the projective technique of collage. In particular, it discusses the role of the factor of atmosphere which a distributor must privilege to satisfy the expectations of current customer.
Design/methodology/approach
To this end, a qualitative exploratory survey based on the technique of collage has been carried out with a sample of 30 individuals. The information were collected through the drawings and the technique of “complete the following sentence”. The collages were analyzed using a holistic approach.
Findings
The results show that the new customer refers to all the stimuli of the environment of purchase in order to satisfy his utility, hedonic and even social needs. The companies, and in particular the distributors, must direct the atmosphere of their store towards the vectors of attraction, gratification and distraction.
Research limitations/implications
The projective technique of collage made it possible to go further than a declaratory matter collected by questions about the concept of the environmental factors. Indeed, in spite of the limited number of the individuals relied upon for the study, the images that were stuck on paper were enriching and made it possible to explain what evokes for the consumer the concept of “ideal store”; his feelings or his hidden emotions.
Practical implications
From a managerial point of view, the noted results can give way to a significant number of actions for the distributors. Indeed, in order to ensure the perennial aspect of their business, the persons in charge should follow this practice by considering the atmosphere as a sum of factors which should be managed in a coherent and harmonious way and not in an intuitive way; thus constituting sources of creation of value for the consumer. In other words, the distributors must implement the factors necessary to generate the comfort of purchase as well as the pleasure of consumption.
Originality/value
This paper is distinguished compared to the majority of the researches undertaken on this subject. It proposes an indirect qualitative study (projective study) making it possible to certify the passage of the consumer from an atomized vision towards a holistic vision including informing the distributors on the atmospheric components most adapted to the new requirements of the current consumer.