Creation of customer experience:
comparison between
Dutch and Turkish customers
Table of contents
● Introduction ○ Research question ○ Conceptual model ○ Hypotheses ● Research design● Data collection and analysis ● Results
● Conclusion ● Limitations
Research question
How do price, assortment, convenience, and supermarket
environment influence the customer experience and
Sub research questions
1. How does price influence the customer experience when comparing Dutch customers with Turkish customers?
2. How does assortment influence the customer experience when comparing Dutch customers with Turkish customers?
3. How does convenience influence the customer experience when comparing Dutch customers with Turkish customers?
4. How does supermarket environment influence the customer experience when comparing Dutch customers with Turkish customers?
Hypotheses (1)
H1: Customer satisfaction has a positive significant relationship with word-of-mouth. H2: Price has a positive significant influence on customer satisfaction.
culture & disposable income differences
Hypotheses (2)
H7: Price has a stronger significant relationship with customer satisfaction for Turkish customers than for Dutch customers.
H8: Assortment has a stronger significant relationship with customer satisfaction for Turkish customers than for Dutch customers.
H9: Convenience has a stronger significant relationship with customer satisfaction for Turkish customers than for Dutch customers.
H10: Physical aspects have a stronger significant relationship with customer satisfaction for Dutch customers than for Turkish customers.
Research design
● Comparison between Dutch and Turkish customers
○ No specific focus on a segment within both groups
○ Between research design → comparing two separate groups
● Requirements to participate in the research:
○ Reside in own origin country → avoiding influence of subcultures
○ Customer experience with regard to a supermarket
● Online questionnaire in English and Turkish
○ Two screening questions: country of origin and shopping frequency
○ Most-frequently visited supermarket
Data collection & analysis
● Two online questionnaires → data of both groups have been collected separately ● Convenience sampling: quicker and easier to find participants
● SPSS
○ Sample characteristics ○ Factor analysis
○ Reliability analysis: Cronbach's alpha
Factor analysis
● Kaiser-Meyer-Olkin Measure of Sampling Adequacy is high. ● Bartlett's Test of Sphericity is significant.
● Statements related to each construct load into one factor. ● Factor loading of each statement should be above 0.5.
one scale item of physical aspects is been deleted ● Communality value of each statement should be above 0.4. ● Eigen value of each factor is higher than 1.
Results (1)
● Customer satisfaction has a positive significant
influence on WoM.
○ H1: supported
● Satisfied Turkish customers are more likely to
Results (2)
● Price has a positive significant
influence on customer satisfaction.
○ H2: supported
● Dutch customers value price
more than Turkish customers.
Results (3)
● Assortment has a positive
significant influence on customer satisfaction.
○ H3: supported
● No significant difference in
how Dutch and Turkish
customers value assortment.
Results (4)
● Convenience has no positive significant
influence on customer satisfaction.
○ H4: not supported
● No significant difference in how Dutch
and Turkish customers value convenience.
Results (5)
● Physical aspects have a positive significant influence on customer satisfaction. ○ H5: supported
● No significant difference in how Dutch and Turkish customers value physical
aspects.
Results (6)
● Personal interaction has a positive significant
influence on customer satisfaction.
○ H6: supported
● No significant difference in how Dutch and
Turkish customers value personal interaction.
Results (7)
● Control variables: gender, age, education, shopping frequency,
and household size.
Conclusion
● Price, assortment, physical aspects and
personal interaction have a positive significant influence on customer satisfaction.
● Convenience does not have a positive significant influence on customer satisfaction.
● Dutch customers value price more than Turkish customers.
● No significant differences in how Dutch and Turkish customers value assortment,
convenience, physical aspects and personal interaction.
Limitations
● Control variables ‘income’ and ‘culture’ not included. ○ differences within both groups
● Goals not included.
○ hedonic or a utilitarian motivation to visit a
supermarket
● Limited sample size.
● Limited choice of supermarkets included in questionnaire. ● Different supermarkets in the Netherlands and Turkey.
○ not comparable
● Construct convenience has been analyzed with one scale
Further research
● Quota sample: both Dutch and Turkish
customers will be divided into several subgroups.
○ increase representation population ● Different age groups.
● Differences in subcultures: Dutch-Turkish
and Turkish-Turkish customers.
● Increase R²: including other antecedents
in the model.
○ social environment, past customer
