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Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers

The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth....

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Autores principales: Janssens, Kim, Lambrechts, Wim, Keur, Henriëtte, Semeijn, Janjaap
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7465698/
https://www.ncbi.nlm.nih.gov/pubmed/32764232
http://dx.doi.org/10.3390/bs10080127
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author Janssens, Kim
Lambrechts, Wim
Keur, Henriëtte
Semeijn, Janjaap
author_facet Janssens, Kim
Lambrechts, Wim
Keur, Henriëtte
Semeijn, Janjaap
author_sort Janssens, Kim
collection PubMed
description The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth. The impact of the retail formats is evaluated on the importance and performance of the value types, using a questionnaire for each of the retail formats. The relationship between the value types and outcomes is tested with partial least squares structural equation modeling (PLS-SEM). Aesthetics, Altruistic value, and Efficiency are positively linked to Satisfaction. In addition, Efficiency is the key driver for Repurchase intention and has a positive impact on Word-of-Mouth. A positive Word-of-Mouth is predicted by Social value and Service excellence. The three examined retail formats show a difference in Holbrook’s value types. Overall, the results of the non- and soft discounters differ from the hard discounters. Remarkably, and contrary to previous studies, the soft discounter’s scores are the highest meaning that consumers are most critical for this retail format. It seems that consumers expect the best of both worlds at soft discounters: low prices, interesting bargains, easy access, but also appealing store design, and excellent service.
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spelling pubmed-74656982020-09-04 Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers Janssens, Kim Lambrechts, Wim Keur, Henriëtte Semeijn, Janjaap Behav Sci (Basel) Article The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth. The impact of the retail formats is evaluated on the importance and performance of the value types, using a questionnaire for each of the retail formats. The relationship between the value types and outcomes is tested with partial least squares structural equation modeling (PLS-SEM). Aesthetics, Altruistic value, and Efficiency are positively linked to Satisfaction. In addition, Efficiency is the key driver for Repurchase intention and has a positive impact on Word-of-Mouth. A positive Word-of-Mouth is predicted by Social value and Service excellence. The three examined retail formats show a difference in Holbrook’s value types. Overall, the results of the non- and soft discounters differ from the hard discounters. Remarkably, and contrary to previous studies, the soft discounter’s scores are the highest meaning that consumers are most critical for this retail format. It seems that consumers expect the best of both worlds at soft discounters: low prices, interesting bargains, easy access, but also appealing store design, and excellent service. MDPI 2020-08-05 /pmc/articles/PMC7465698/ /pubmed/32764232 http://dx.doi.org/10.3390/bs10080127 Text en © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Janssens, Kim
Lambrechts, Wim
Keur, Henriëtte
Semeijn, Janjaap
Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers
title Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers
title_full Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers
title_fullStr Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers
title_full_unstemmed Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers
title_short Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers
title_sort customer value types predicting consumer behavior at dutch grocery retailers
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7465698/
https://www.ncbi.nlm.nih.gov/pubmed/32764232
http://dx.doi.org/10.3390/bs10080127
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