Studying store perceptions
The relationships between consumers’ store attribute
perceptions, store evaluations and intended store loyalty
Main motivation to study store perceptions
› Customer Relevancy Model
› Managing and manipulating store attribute perceptions is a
challenging task
› Increased interest in ‘customer experience’; but what about the
other value attributes?
› Previous research: store attribute perceptions are a strong
Main Contributions
› To what extent are store attribute perceptions related to
store evaluations and intended store loyalty?
› What is the role of store evaluations?
› Do hedonic shopping motivations, hedonic shopping value
and store brand equity influence these relationships?
Main Hypotheses
› H1: Consumers’ perception of a) product, b) price, c) access, d) service and e)
experience level is positively related to consumers’ intended store loyalty.
› H2: Consumers’ perception of a) product, b) price, c) access, d) service, and e) experience level is positively related to consumers’ store evaluation.
› H4: Consumers’ store evaluation will positively mediate the relationship
between consumers’ store attribute perceptions and consumers’ intended store loyalty.
› H5: The relationship between consumers’ store attribute perceptions of a)
service level and b) experience level and intended store loyalty is positively moderated by the hedonic shopping value provided by the store.
› H7b: Store brand equity will positively moderate the relationship between
Research Design
› Online questionnaire
• Four Dutch retail stores included (utilitarian versus hedonic and
premium versus discount)
› Sample: 260 respondents
› Variables: measured on 7-Point Likert scales
• Linear and multiple regression analysis
• Mediation and moderation analysis
Results: Descriptives and Basic Analyses (1)
› Factor analysis: reduce the large set of items (30)
• Result: 5 dimensions
• Product dimension: 2 dimensions (variety and choice, and
quality)
• Service and experience dimensions: 1 dimension highly
Results: Descriptives
and
Basic Analyses (2)
› Means of store attribute perceptions per store Face validity
• S&E: De Schoenenfabriek • P&P: Aldi
Results: Testing Hypotheses (1)
› Store attribute perceptions Intended store loyalty
• Product (quality) dimension most important for influencing intended store loyalty
• No significant result for service and experience
› Store attribute perceptions Store evaluation
• Service and experience most important dimension in influencing consumers’ store evaluation
Results: Testing Hypotheses (2)
› Moderating role of hedonic shopping value when consumers
have service and experience perceptions
› Negative moderating influence of store brand equity
› Additional analysis: the dimension ‘price and promotions’ is
the most important in influencing consumers’ loyalty
BEHAVIOR
• When consumers show intentions, product is more important,
Managerial Implications
› General implications
• Add entertainment and technology to the shopping experience
• In-store entertainment
• Focus on product and price perceptions
› Utilitarian stores
• Restaurants in supermarkets (adding entertainment)
› Hedonic stores
