The influence of value on loyalty in the supermarket industry (original) (raw)
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Southern Africa Institute of the Management Scientists Conference , 2019
In the highly competitive restaurant industry, understanding consumers’ shopping value orientations can aid marketers in delivering differentiated strategies that will ultimately satiate consumers’ expectations. The aim of this study was to investigate the influence of consumers’ shopping value orientations, (utilitarian and hedonic values), on two retail outcomes – namely satisfaction and purchase intention – in a South African restaurant environment. A quantitative research design was followed and convenience, non-probability sampling was used to select a sample of 200 participants. The results indicate that both utilitarian and hedonic values significantly predict satisfaction. On the other hand, it was noted that shopping value orientations (utilitarian and hedonic values) and customer satisfaction did not significantly influence purchase intentions. Practical implications include that restaurateurs should therefore focus on creating a balanced mix of both utilitarian and hedonic benefits in their offering to ensure consumer satisfaction as well as long term success. Key words: Utilitarian value, Hedonic value, Shopping value orientations, Satisfaction, Purchase intentions.
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Satisfaction, Value and Loyalty in the Consumption Experience: An Empirical Test
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2014
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International Review of Management and Marketing
The aim of this research is to identify: (1) the influence of shopping experience and the perceived value toward customersatisfaction (2) the influence of shopping experience, the perceived value and customersatisfaction toward customer loyalty (3) the indirect influence of shopping experience and perceived value toward customer loyalty at minimarkets in Aceh evaluated through customer satisfaction.The research was conducted at minimarkets in Aceh. The objects of the study are: Shopping experience role, and the perceived value between consumer loyalty and customer satisfaction which become the mediating variables. The number of population in this study is all the customers at minimarkets in Aceh, therefore, the sampling technique used in the research was known as the non-probability sampling. It is conducted by taking the purposive sampling method, it means that the population considered as research sample has certain criterias, At the end, there were 270 respondents as the sample population. Structural equation modeling was the analysis equipment. The study identifies that the shopping experience and perceived value have positive and significant impact on customer satisfaction and shopping experience, moreover, the perceived value and customer satisfaction provide positive and significant impact toward the customer loyalty. In addition, the shopping experience and the perceived value indirectly give positive impact and significantly influence the customer loyalty of minimarkets in Aceh which shown through thee customer satisfaction.