Thesis
defense
A multilevel regression approach to understand the impact of
the Coronavirus crisis on the service level and brand
evaluations of Dutch supermarkets
.
Flip Ruys S2763702
Table of contents
01
Introduction
03
02
04
Conceptual model
Methodology
Data description
05
06
07
Results
Discussion and conclusion
1. Introduction
•
Covid-19
•
Decline GDP
•
Decline GDP Netherlands
•
Brand evaluations
2013 2014 2015 2016 2017 2018 2019 20202. Conceptual model
•
Service Dimension
•
Brand Evaluation
•
Corona Crisis
•
Supermarket Segments
•
Demographics
Hypotheses
H1:The positive impact of the availability of supermarket employees on customer satisfaction (1a) has been negatively affected by the coronavirus crisis (1b).
H2:The positive impact of the credibility of supermarkets on customer satisfaction (2a) has been negatively affected by the coronavirus crisis (2b).
H3: The positive impact of customers not being unnecessarily disturbed while shopping by supermarket employees on customer satisfaction (3a) has been strengthened by the coronavirus crisis (3b).
H4:The positive impact of the way that customer’s experience handled formalities by supermarkets on customer satisfaction (4a) has been positively affected by the coronavirus crisis (4b).
H5:The positive impact of supermarkets’ problem solving on customer satisfaction (5a) has been positively affected by the coronavirus crisis (5b).
•
Panel data
•
18 Supermarkets
•
10.934 Observations
•
16 February 2018 – 5 October 2020
•
Hospital admissions (RIVM,2020)
•
Number of casualties (RIVM,2020)
•
Stringency Index (bsg.ox.uk, 2020)
•
Search term (Google trends, 2020)
4. Methodology
Multilevel Regression
Model 1:
Investigates relationship between 6 service dimensions and customer satisfaction in 2018,
2019 and 2020.
Model 2:
Investigates how the relationship between 6 service dimensions and customer satisfaction
is affected by included Corona related variables in 2020.
Assumptions:
5. Results
•
In beginning of 2020, customer satisfaction was on
an all-time high.
•
During the first wave of infections, customer
satisfaction declined
•
After first wave, customer satisfaction started to
rise back to old level
•
Customer satisfaction showed no differences
across supermarket segments
Results model 1
H1:The positive impact of the availability of supermarket employees on customer satisfaction (1a)
Accepted
H2:The positive impact of the credibility of supermarkets on customer satisfaction (2a)
Accepted
H3: The positive impact of customers not being unnecessarily disturbed while shopping by supermarket employees on customer satisfaction (3a)
Accepted
H4:The positive impact of the way that customer’s experience handled formalities by supermarkets on customer satisfaction (4a)
Accepted
H5:The positive impact of supermarkets’ problem solving on customer satisfaction (5a)
Accepted
H6: The positive impact of supermarkets’ involvement with their customers on customer satisfaction (6a)
Results model 2
H1:The positive impact of the availability of supermarket employees on customer satisfaction (1a) has been negatively affected by the coronavirus crisis (1b).
1a: Accepted
1b: Partly accepted
H2:The positive impact of the credibility of supermarkets on customer satisfaction (2a) has been negatively affected by the coronavirus crisis (2b).
2a: Accepted
2b: Partly accepted
H3: The positive impact of customers not being unnecessarily disturbed while shopping by supermarket employees on customer satisfaction (3a) has been strengthened by the coronavirus crisis (3b).
3a: Accepted
3b: Rejected
H4:The positive impact of the way that customer’s experience handled formalities by supermarkets on customer satisfaction (4a) has been positively affected by the coronavirus crisis (4b).
4a: Accepted
4b: Partly accepted
H5:The positive impact of supermarkets’ problem solving on customer satisfaction (5a) has been positively affected by the coronavirus crisis (5b).
5a: Accepted
5b: Partly accepted
H6: The positive impact of supermarkets’ involvement with their customers on customer satisfaction (6a) has been positively affected by the coronavirus crisis (6b).
6. Discussion and conclusion
•
All Service dimensions have a positive effect on customer satisfaction
•
Most Corona related variables have significant effect on service dimensions
•
During the first wave of infections, customer satisfaction declined
•
After first wave, customer satisfaction started to rise back to old level
•
Observations not equally distributed
•
No complete data on Corona virus
measures and consequences
•
