Creation of customer experience: comparison between Dutch and Turkish customers

Creation of customer experience:

comparison between

Dutch and Turkish customers

Table of contents

● 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

Thank you

for your