The in-store shopping experience: A comparative study of supermarket and clothing store customers

Nic S. Terblanché · Christo Boshoff

69 citations0/0 files storedSouth African Journal of Business Management

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

Various developments continually pressurise retailers to find new and innovative ways to differentiate themselves from competitors and adapt to ever-changing and accelerating environmental circumstances. Positioning based on customers’ in-store shopping experience (ISE) offers retailers an alternative means of differentiation and is achieved by providing a superior in-store shopping experience. The ISE instrument that has been developed to measure customers’ in store shopping experience is used in this study to compare the in-store shopping experiences of customers of two diverse retailing environments (supermarkets versus clothing retailers) by assessing its impact on customer retention. A proposition is formulated and the findings reported. The implications of ISE and customer retention for retail managers are also dealt with.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1990Zero defections: quality comes to services.1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden 1994A Meta-Analysis of Cronbach's Coefficient Alpha 1994Customer Satisfaction, Market Share, and Profitability: Findings from Sweden 1996A measure of service quality for retail stores: Scale development and validation 1996The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study

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