Journal of Retailing and Consumer Services 39 (2017) 23–34

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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping MARK

values
⁎
Sunil Atulkar , Bikrant Kesari
Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal 462003, M.P., India

A R T I C L E I N F O A B S T R A C T

Keywords: Today the Indian traditional retail shopper visiting various hypermarkets formats for purchasing and enjoying
Hypermarket their valuable time with their family members and friends, as these formats offer hedonic shopping values.
Hedonic shopping value Therefore, this research paper focused on hypermarket shoppers of central India and the main objective of this
Customer satisfaction study is to identify the role of hedonic shopping values on creation of satisfaction, loyalty and repatronage
Loyalty
intentions with the help of proposed research framework based on 329 responses. Confirmatory factor analysis
Repatronage intentions
and structural equation modeling (SEM) is use to analyze and validate the proposed research framework. The
result supports the relationship between hedonic shopping values with customer satisfaction, loyalty and re-
patronage intentions. The study also demonstrate the moderating role of gender on these relationship, which
shows that both male and female consumer have different level of shopping behavior when it comes to see the
influence of hedonic shopping values. Therefore, this research paper would help hypermarket retailers to design
their retail store environment more attractively to maintain the optimum customer satisfaction level that en-
hance the loyalty and repatronage intentions in the customer in this current competitive retail scenario.

1. Introduction
Organized retail formats in the form of hypermarkets enlarging the
growth of organized retail stores in Indian retail market (IBEF, 2016).
Hypermarkets are the attractive location facilitates with both the he-
donic and utilitarian shopping values (Babin et al., 1994, 2005; Babin
and Darden, 1995; Kesari and Atulkar, 2016), motivate consumers to
visit the retail stores for make purchases. Hypermarkets and super-
market would be the largest retail formats have a network of nearly 319
stores, encompassing an area of over 10 million square feet (IBEF,
2016) offers wide range of branded products, unlock enormous scope
for foreign players. Babin et al. (1994) defined hedonic shopping values
as acquiring the joy and excitement of shopping embedded with pro-
duct and services. It has been observed that the customer who visited
the hypermarkets to get emotional satisfaction during shopping process
(Batra and Ahtola, 1991; Roy, 1994; Wakefield and Baker, 1998) is
highly motivated by hedonic shopping values (Arnold and Reynolds,
2003; Jackson et al., 2011). These shoppers love the fun and enjoyment
of shopping process. Researcher Rayburn and Voss (2013) explored that
the perceived overall retail store atmosphere related to hedonic shop-
ping value works as an antecedent to show positive or negative effect on
loyalty and repatronage intentions. Customer loyalty (Kuo et al., 2013;
Thaichon et al., 2016) has generally been occurs when the customer
repeatedly purchase goods or services over time and hold favourable
attitudes towards the retail stores supplying the goods or services (Yuen
and Chan, 2010; Wang and Wu, 2012). The perception of modern retail
environment should enhance the hedonic shopping experience
(Anderson et al., 2014) in terms of fun, fantasy, moods, and emotions
(Rayburn and Voss, 2013). Academicians further point out that the
hedonic shopping motivation has become increasingly important for
the retailers to motivate and attract their consumers to visit the retailer
store regularly (Chandon et al., 2000; To et al., 2007).
Hedonic shopping motives are concerned with hedonic fulfillment,
such as experiencing fun, amusement, fantasy, and sensory stimulation
(Babin et al., 1994). Today the Indian traditional retail shopper visiting
various hypermarkets formats for purchasing, as these formats offer
hedonic shopping motivations (Arnold and Reynolds, 2003). Study of
Velitchka and Barton (2006) shows that the task oriented shoppers
derive shopping value from the outcome of the shopping activity itself,
not necessarily buying a specific product or services. Generally it has
been believed that customer purchase not only for utilitarian values of
the products, but also for receiving satisfaction during shopping process
(Babin and Darden, 1995, 1996; Babin et al., 2005). Customer sa-
tisfaction is defined as customers’ feelings of happiness, fulfillment and
pleasure towards a service provider and its services (Parasuraman et al.,
1985; Thaichon and Quach, 2015). Therefore, the entertainment and

⁎
Corresponding author.
E-mail address: sunilatulkar3030@gmail.com (S. Atulkar).

http://dx.doi.org/10.1016/j.jretconser.2017.06.013
Received 16 January 2017; Received in revised form 15 June 2017; Accepted 30 June 2017
0969-6989/ © 2017 Elsevier Ltd. All rights reserved.
S. Atulkar, B. Kesari
enjoyment (Wakefield and Baker, 1998) aspect of these retail stores is
increasingly being recognized as a key competitive tool. Today the re-
tailers from online service providers to traditional retail stores are more
focused towards hedonic aspects of shopping along with the utilitarian
values (Babin et al., 1994). They comes with values for the consumers
with new and exciting ideas, such as one day sale offer, promotional
events, free home delivery, festive offers, be the part of context on
purchase of items etc. motivate consumers to frequently browse the
retail store, produces loyalty and creates repurchase intentions (To
et al., 2007). Researcher Yuen and Chan (2010) shows that loyal cus-
tomers are important assets to retailers, they make proportionally more
purchases than customers who switches and they are more willing to
spend a larger as compared to less loyal customers. Researcher
Thaichon and Quach (2015) considered customer loyalty as a crucial
factor for the success of all businesses, as attracting new customers is
more expensive and less beneficial than retaining existing customers
(Thaichon et al., 2014) in this competitive environment. Parallel to this
retailer uses periodic sales promotions activities on a regular basis,
plays an important role in the process of inducing customers to pur-
chase from variety of products on offer.
Earlier to this researchers in the past have focused on the effects of
both hedonic and utilitarian shopping values on customer satisfaction
(Babin et al., 1994, 2005; Roy, 1994; Wakefield and Baker, 1998; Kesari
and Atulkar, 2016), consumer buying behavior (Batra and Ahtola,
1991), loyalty (Dick and Basu, 1994; Carpenter, 2008; Rayburn and
Voss, 2013; Kuo et al., 2013; Thaichon et al., 2016), repurchase in-
tentions (Donovan and Rossiter, 1982; Zeithaml, 1988; Swinyard, 1993;
Jones et al., 2006; To et al., 2007) and customer preferences
(Robertson, 1995), mostly in the USA, European countries (Jin and
Kim, 2003; Li et al., 2004) and metro cities of India (Kuruvilla and
Joshi, 2010; Khare and Rakesh, 2011; Deb, 2012; Tripathi and Dave,
2013), but a very little attention has given on the influence of hedonic
shopping values on both loyalty and repatronage intentions especially
in Indian context. Jones et al. (2006) define repatronage intentions as
the reflection of possibility that a customer will shop at the retail store
again in the future, whereas the loyalty is a deeply held commitment of
the consumer to a specific brand or a particular retailer (Hirschman and
Holbrook, 1982; Oliver, 1999). Dick and Basu (1994) define loyalty as
the relationship between the consumer attitude toward an entity and
patronage behavior. Whereas, the customer like to purchase and re-
purchase a product or service that can maximize their benefits (Wang
and Wu, 2012).
The study of Jones et al. (2006) examined the interaction between
shopping value and satisfaction, which shows that the hedonic benefit
contributes more to shoppers' satisfaction than the utilitarian benefits,
generates loyalty and spending behavior (Swinyard, 1993). It has been
observed that the customers are more likely to switch the retail store
when the level of hedonism is higher (Scarpi et al., 2014) and less likely
to shop at the same store again and again. Another study by Carpenter
and Moore (2009) has demonstrated links between shopping values and
important business outcomes including satisfaction, repatronage in-
tentions, and loyalty (Babin et al., 2005; Jones et al., 2006; Carpenter,
2008; Scarpi et al., 2014). Specifically, the utilitarian shopping value
shows positive influence on repatronage intentions and loyalty,
whereas the hedonic shopping value demonstrates a positive influence
on loyalty, but does not appear to impact on repatronage intentions
(Jones et al., 2006). Therefore, the utilitarian shopping values de-
monstrate a strong influence than hedonic shopping values in terms of
repatronage intentions (Jones et al., 2006). So, it creates a scope for
further research, to give more attention to hedonic shopping values and
its influence through satisfaction on both loyalty and repatronage in-
tentions (Carpenter and Moore, 2009).
It has been observed that customer's footfall increases in hy-
permarket during weekends for purchasing and enjoying their valuable
time with their family members and friends. Hence, the question arises,
how these hedonic shopping values created by hypermarket retailers’
24
Journal of Retailing and Consumer Services 39 (2017) 23–34
Fig. 1. Research Framework.
influences on loyalty and repatronage intentions of Indian customers.
Therefore, this research paper focused on hypermarket shoppers of
central India and the main objective of this study is to identify the role
of hedonic shopping values on creation of satisfaction, loyalty and re-
patronage intentions with the help of proposed research framework
(Fig. 1). The study extend our knowledge on the relationships between
shopping value, satisfaction, loyalty and repatronage intentions at hy-
permarket retail stores in central India. Discussing various factors of
hedonic shopping values (Jackson et al., 2011; El-Adly and Eid, 2015),
researchers try to focus on the importance and how these shopping
values influence on loyalty and repatronage intentions via customer
satisfaction of hypermarket shoppers (Atulkar and Kesari, 2016) which
help retailers to design their retail store environment more attractively.
The researcher applies a structural equation modeling to verify the
relationship amongst various factors in the research framework.
2. Literature reviews
2.1. Hedonic shopping values
Perceiving values of sensual and emotional satisfaction during
shopping process represents hedonic shopping values (Batra and
Ahtola, 1991; Roy, 1994; Babin and Darden, 1995; Wakefield and
Baker, 1998; Jackson et al., 2011; El-Adly and Eid, 2015). Hedonic
shoppers love fun and enjoyment of shopping process viewed retail
store as a place of entertainment and exploration (Bloch et al., 1994;
Deb, 2012). According to To et al. (2007) hedonic motivation refers to
those consumption behaviors in search for happiness, fantasy, awa-
kening, sensuality, and enjoyment (Holbrook and Hirschman, 1982).
These shoppers love to shop is because they enjoy the shopping process.
Tauber's (1972) identified the self-gratifying benefits of shopping,
which make the shopper feel better during the process of shopping by
reducing the stress or tensions. Researcher Arnold and Reynolds (2003)
shows that some shoppers enjoy the socializing (Dawson et al., 1990)
with others while shopping and that shopping gives them a chance to
bond with other shoppers (Sherry, 1993). Hedonic shopping value is the
perception that a customer perceives during shopping, generates
greater values by eliminating disturbance and helping customers to
focus on their shopping activities (Arnold and Reynolds, 2003; Jones
et al., 2006). Some consumers may enjoy the latest trends in fashion,
styling, or innovations, motivates consumers to browse the retail stores
(To et al., 2007). Bloch and Richins (1983) state that consumer’ ex-
perience involvement, freedom, fantasy fulfillment, and escapism,
which enhance the hedonic aspect of shopping (Jones et al., 2006;
Arnold and Reynolds, 2012; Scarpi et al., 2014; Anderson et al., 2014).
Therefore, retailers today invest huge amount of money in designing
the hypermarkets to fulfill the needs of global brand, with relaxing and
valuable retail environment.
S. Atulkar, B. Kesari
Prior research studies (Tauber's, 1972; Arnold and Reynolds, 2003;
To et al., 2007) shows that the browsing behavior is likely to be pre-
dicted by the hedonic shopping motivations held by the shoppers such
as gratification, status, idea, value and social shopping (Bloch et al.,
1994). Further, this browsing behavior provides shoppers with enjoy-
ment and exploration (Holbrook and Hirschman, 1982; Bloch et al.,
1994; Deb, 2012) of the shopping process. Therefore, these entire he-
donic shopping variables demonstrated a link between shopping value
and customer satisfaction, which likely to be influence on loyalty and
repatronage intentions (Jones et al., 2006). Consulting to the literature
(e.g. Bloch et al., 1994; Arnold and Reynolds, 2003; Deb, 2012; Rahman
et al., 2016) and focusing on specific age group hypermarket shoppers
between 18 and 45 years, the study revealed seven constructs en-
tertainment, exploration, gratification, social, status, idea and value
shopping as a part of hedonic shopping motivations, considered to be
more suitable and appropriate for this study.
2.1.1. Entertainment
Entertainment construct of hedonic shopping value considered as
most important competitive tool for creating satisfaction in the custo-
mers (Kesari and Atulkar, 2016). According to Bloch et al. (1994) he-
donic shoppers benefit from the entertainment facilities like music,
events, refreshment facility and gaming areas which generate excite-
ment and enjoyment (Wakefield and Baker, 1998; Arnold and Reynolds,
2003; Deb, 2012) of shopping process. Demoulin (2011) showed that
when entertainment facilities is matching with the overall atmosphere
and with the customer's perception of pleasure then the process of
shopping is increased. Hypermarket retail store offers entertainment
along with shopping, helps retailers to satisfy the emotional needs of
the consumers (Hirschman and Holbrook, 1982; Bloch et al., 1994;
Arnold and Reynolds, 2003). According to Sinha and Banerjee (2004)
shoppers in the category of leisure stores (lifestyle, books and music)
may place greater importance for entertainment value. Thus, the retail
stores are facilitated with attractive bright colours, lighting, air-condi-
tioned, cleanliness, and aroma encourage customers to shop (Wakefield
and Baker, 1998; Deb, 2012; El-Adly and Eid, 2015). When a shopping
trip is exceptionally entertaining, customers are more satisfied and
motivated. They share their experiences of joy and emotions about a
successful shopping trip and encourage their friends and family mem-
bers to make purchases (Jones et al., 2006; Kesari and Atulkar, 2016).
Therefore, this study presents the following hypothesis:
H1: Entertainment has a significant positive influence on customer
satisfaction.
2.1.2. Exploration
Exploration offers hedonic shopping value when customer desires
for adventure, joy of exploration (Westbrook and Black, 1985; Khare,
2011) and sensual excitement is more for the product itself during
shopping process (Sherry, 1993). Hedonic customer appreciates the
excitement of product or information search (Babin et al., 1994;
Chandon et al., 2000; Deb, 2012) enhances fun and pleasure of shop-
ping (Babin and Darden, 1996; Wakefield and Baker, 1998). These
shoppers described the shopping experience in terms of adventure,
thrills, stimulation, and excitement (Arnold and Reynolds, 2003). Ac-
cording to Webster et al. (1993) customers would experience a sense of
curiosity and excitement from the functional and psychological factors
generates satisfaction in the customer. The study of Kesari and Atulkar
(2016) shows that availability of varieties of global brands produces
shopping adventure and joy of exploration. Hedonic shopper loves the
fun and fantasy (Holbrook and Hirschman, 1982; Babin et al., 1994) of
shopping experience which they share with their friends and family
members. Researcher Arnold and Reynolds (2003) shows that most of
the shoppers go for shopping to sheer excitement and satisfaction of the
shopping trip. Thus, the shoppers’ emotions are associated with shop-
ping process; the pleasure of shopping (Hirschman and Holbrook, 1982;
Webster et al., 1993), escape from daily routine and spending time in an
25
Journal of Retailing and Consumer Services 39 (2017) 23–34
enjoyable way (Wakefield and Baker, 1998). Therefore, this study
presents the following hypothesis:
H2: Exploration has a significant positive influence on customer
satisfaction.
2.1.3. Gratification
According to Arnold and Reynolds (2003) gratification shopping is a
shopping process to relieve from stress, negative thought, negative
mood, and negative emotions. Hedonic shopper enjoys the shopping as
a special treat to oneself. Several researchers show that shoppers in the
category of gratifying shoppers go for shopping to remove their strain
or to forget about their problems (Tauber's, 1972; Wakefield and Baker,
1998; Rintamaki et al., 2006), which creates emotional bonding be-
tween shoppers and the retail stores. The study of Arnold and Reynolds
(2003) views the shopping experience as a way to wind down, relax,
and improve a negative mood. Babin et al. (1994) recognized the value
of shopping as self-gratifying for the respondents who view shopping as
a way of refreshment when they are in a negative emotion (Rintamaki
et al., 2006). The motives of gratification shopping are oriented to re-
laxation, stress relief, and improved mood states (Rayburn and Voss,
2013). Enjoyable and exciting environment can persuade customer to
relax (Wakefield and Baker, 1998; Deb, 2012), refresh their mood from
daily routine stress full activities and enhance customer satisfaction
(Kesari and Atulkar, 2016). Tauber's (1972) believes that customer shop
not only for the benefits of the products, but also for obtaining sa-
tisfaction during shopping process. Therefore, the gratification shop-
ping make the shopper feel better during shopping process. Thus, this
study presents the following hypothesis:
H3: Gratification has a significant positive influence on customer
satisfaction.
2.1.4. Social
According to Arnold and Reynolds (2003) social shopping refers to
the enjoyment of free time with their family member and friends’ to-
gether, meet new people and create bonding with others customers
while shopping. Dawson et al. (1990) indicate that social interaction is
usually the main reason for customer to shop from particular retail
store. Most of the customer likes to visit the retail store for enjoying
their shopping time with their family members, and they also enjoy the
social activities in a lively, satisfying and fun-filled environment (Kesari
and Atulkar, 2016). Tauber's (1972) also accepted that during shopping
process shoppers’ desire social interaction, communication and asso-
ciation with others customers having similar interests or with their
colleagues. Arnold and Reynolds (2003) study also stated that shoppers’
enjoying the socializing while shopping gives them a chance to bond
with other shoppers of similar group. Bloch et al. (1994) shows that
purchasing from particular retail store enhances social interactions
which generate higher pleasure and arousal feelings (Hirschman and
Holbrook, 1982; Wakefield and Baker, 1998) creates belief and sa-
tisfaction in the customers which they can share with their relatives and
friends. Thus, it can be said that social shopping is a way to spend time
with friends or family members. Therefore, this study presents the
following hypothesis:
H4: Social shopping has a significant positive influence on customer
satisfaction.
2.1.5. Status
Customer realizes hedonic shopping values when they perceive
shopping status from receiving excellent customer service (Westbrook
and Black, 1985; Kyle et al., 2004). The shoppers obtain authority and
status from receiving one-to-one services, provided by the sales person
at retail stores (To et al., 2007). Hypermarket retail store are attractive
location provide an opportunity to shop merchandise from branded
retail stores hold status and self-esteem (Deb, 2012). These stores offers
status which is actively pursued and involve customer for shopping
(Holbrook, 1999; Chandon et al., 2000) increases self-esteem in the
S. Atulkar, B. Kesari
shoppers and realize them the state of social status (To et al., 2007).
Previous research shows that purchasing branded product or services
suggesting status and prestige have the potential to enhance self con-
fidence (Carpenter, 2008). Status shopping produces positive felling
and belief (Hirschman and Holbrook, 1982) enhance satisfaction, con-
fidence and self-esteem of the customer in the society (Holbrook, 1999;
Chandon et al., 2000) which the customer can share with other member
in the society. This means that, in a shopping context, sharing with
others aspects of the shopping trip may be viewed as a way to enhance
shopping satisfaction and improve self-esteem (Carpenter, 2008). The
status provided by the hypermarket retail stores is actually derived
from different sources preferred mostly by the hedonic shoppers.
Therefore, this study presents the following hypothesis:
H5: Status shopping has a significant positive influence on customer
satisfaction.
2.1.6. Idea
Idea shopping refers to keep update with new trends and new
fashion or it is a process to learn about new trends. Researcher Arnold
and Reynolds (2003) also point out that, to see the new products, in-
novations and keep up with latest trends and fashions (Anderson et al.,
2014) both male and female consumers visit the retail store for shop-
ping process. Tauber's (1972) describe the personal motive of shopping
to learn and to keep informed about the latest trends in fashion, styling,
or innovations that are available in the market. While the shoppers
could find, evaluate and understand the information about latest brands
products (Babin et al., 2005) and receives pleasure, fun and also ex-
periencing positive affect of shopping process (Bloch et al., 1989).
Bloch et al. (1994) describes the pleasure and recreation of fun and
experiencing the motive for searching new things. The study of Parsons
(2002) on online shoppers also point out that the idea shopping is one
of the strongest motivations to discover new trends (Anderson et al.,
2014). Researcher Tauber's (1972) observed that the hypermarkets re-
tail stores are sporting new and exciting ideas to satisfy the consumers
desire of the latest fashion trends. Davis and Hodges (2012) observed
that some shoppers visit the particular retail store for browsing latest
fashion, to get inspired and to find new ideas of new trends (Arnold and
Reynolds, 2003), new ideas, and novelty goods in the marketplace.
Therefore, the shopping's capability for producing curiosity, providing
novelty, satisfying the consumer's desire, and keeping up with the
newest trends and fashions (Davis and Hodges, 2012; Bloch et al., 1989)
is considered as important competitive tool for increasing market share.
Therefore, this study presents the following hypothesis:
H6: Idea shopping has a significant positive influence on customer
satisfaction.
2.1.7. Value
Value shopping refers to the pleasure and emotional involvement
provided by the bargaining process (Westbrook and Black, 1985; Babin
et al., 1994; To et al., 2007). According to Babin et al. (1994) the
pleasure and satisfaction generated by the bargaining process is a kind
of hedonic shopping value. Whereas, the researcher Chandon et al.
(2000) and Arnold and Reynolds (2003) believe that shoppers feel
happy and enjoy for themselves as they “won” the challenge by getting
a better discount on purchases. Westbrook and Black (1985), defines
the value shopping as the choice optimization dimension give shoppers
to find a discount through bargain may lead to satisfaction and repa-
tronage intentions (Swinyard, 1993). Researcher found that enjoying
the bargain and finding discounts or low prices from purchases increase
sensory involvement and excitement lead to satisfaction from personal
achievement (Babin et al., 1994; Arnold and Reynolds, 2003; To et al.,
2007; Kesari and Atulkar, 2016). Customers perceive more values
(Batra and Ahtola, 1991; Sherry et al., 1993; Babin et al., 2005) for the
purchase when they feel satisfied to get branded products in discounted
rates. Davis and Hodges (2012) shows that shoppers could find nice
products at very attractive prices when the retail stores mark down
26
Journal of Retailing and Consumer Services 39 (2017) 23–34
their merchandise during sales and promotions. Therefore, the hy-
permarket retail stores frequently offer competitive pricing with, dis-
counts, schemes and offer for the product (Khare, 2011) to full-fills the
shopper's desire of gaining profits (Chandon et al., 2000) from shopping
process. Therefore, this study presents the following hypothesis:
H7: Value shopping has a significant positive influence on customer
satisfaction.
2.2. Customer satisfaction and loyalty
Satisfaction is defined as a response to an evaluation process
(Oliver, 1980; Fornell, 1992). More specifically, it is viewed as the re-
sult of the consumer's evaluation of the value derived from the shopping
process (Cronin et al., 2000). In other words, customers are satisfied if
the ability of the retailers to meet the customer's norms and expecta-
tions (Zeithaml et al., 1996). Previous studies on shopping value and
satisfaction provide support for linkage of hedonic shopping value with
satisfaction (Babin et al., 1994, 2005; Babin and Darden, 1996; Jones
et al., 2006). Similarly, Jones et al. (2006) explain that satisfaction is
more likely to be influenced by hedonic aspects than utilitarian aspects
of shopping which plays a significant role in generating customers
loyalty (Kyle et al., 2004; Alexandris et al., 2006; Kuo et al., 2013;
Thaichon et al., 2016). Loyalty is an attitude refers to the positive
feelings towards a brand in addition to repurchasing time after time
(Yuen and Chan, 2010). The importance of creating loyalty is to enable
customer's retention in the profitable segments by providing consumer
satisfaction (Thaichon and Quach, 2015). The study of Ganguli and Roy
(2011) on technology-based banking has proven that the customer
service have the most significant effect on satisfaction and loyalty. Dick
and Basu (1994) define the loyalty as the relationship between the
customers’ attitude toward an entity and their patronage behavior.
Customer loyalty has been generated when the customer shows fa-
vourable attitudes towards purchasing goods or services (Parasuraman
et al., 1985) over time and support, the company supplying the goods or
services (Rayburn and Voss, 2013). Loyalty can occur when the per-
ceived hedonic shopping values delivered satisfactions (To et al., 2007).
Hedonic shopping values should be related to loyalty because the at-
titude theory suggests a number of affective antecedents including
emotions, moods, and primary affects (Dick and Basu, 1994; Arnold and
Reynolds, 2003). It has been observed that hypermarket retail stores
offers attractive store environment (store layout, interiors, lighting,
aisle, store size, music and cleanliness) and excellent customer services
which leads to customer loyalty (Oliver, 1999; Yuen and Chan, 2010;
Ganguli and Roy, 2011). Retailers create awareness and associations
with their customers through hedonic shopping values by generating
positive perception and satisfaction towards retail stores enhances
loyalty in the customer (Wang and Wu, 2012). So, the researcher has
demonstrated a link between satisfaction and loyalty (Fornell, 1992;
Kyle et al., 2004; Jones et al., 2006; Carpenter, 2008; Kuo et al., 2013).
Therefore, this study presents the following hypothesis:
H8: Customer satisfaction has a significant positive influence on
loyalty.
2.3. Customer satisfaction and repatronage intentions
Repatronage intention refers to the emotional attachment of the
customer, which reveal in customer devotion to continue visiting the
particular retail store (Donovan and Rossiter, 1982). Repatronage in-
tentions reflect the likelihood that a customer will shop at particular
retail store again and again (Oliver, 1987). In fact, customers tend to
purchase and repurchase a product or service that can maximize their
benefits (Wang and Wu, 2012). According to Wakefield and Baker
(1998) repatronage intentions are probably influenced by customer
satisfaction, shopping excitement and the desire to stay in entertaining
shopping environment (Bloch et al., 1994). After purchasing and use of
the product or service, customer evaluates the purchase experience
S. Atulkar, B. Kesari Journal of Retailing and Consumer Services 39 (2017) 23–34

with their initial expectations (Carpenter, 2008) and the outcome of and fine-tuned to the respondent for final data collection process. Based
this evaluation produces satisfaction or dissatisfaction (Babin et al., on the feedbacks from the pilot study, minor changes have been made
1994). The state of satisfaction leads to a positive attitude toward the in the final set of questionnaires. All the responses for the items were
purchases and can positively influence on repatronage intentions measured in 5-point Likert scale, ranging from 1 “strongly disagree” to
(Arnold and Reynolds, 2003). Satisfaction may be merely a judgment 5 “strongly agree” and examined through structural equation modeling
with cognitive and affective dimensions, whereas the repurchase in- (SEM). The final set of questionnaires consists of two sections, the first
tentions also have a behavioral component (Carpenter, 2008). Simi- section consist of respondents demographic characteristics (Table 1)
larly, Frank and Enkawa (2009) study shows that shopping value in- and the second section contain the questions related to customer sa-
fluences the important outcomes such as share of market and customer tisfaction.
satisfaction that can increase repurchase behavior and positive word-of
mouth. Wang and Wu (2012) suggests that a customer who satisfied 3.2. Sampling design and data collection
with the service providers will undoubtedly display a more favourable
attitude and repurchase intentions (To et al., 2007). In hypermarket Testing the suggested research hypothesis, researcher visited most
retail stores customers found positive attitudes and pleasant shopping popular hypermarket retail formats located in central India (Indore,
experience (Atulkar and Kesari, 2016) which provide emotional at- Bhopal) for data collection process. Observing the customers of dif-
tachment, generate stronger repatronage intentions (Swinyard, 1993; ferent hypermarket formats and discussion with the experts it has been
Zeithaml, 1988). To et al. (2007) considered the hedonic shopping found that most of the shoppers visiting the hypermarket regularly are
values as an extension of utilitarian shopping value which becomes below the age group of 45 years. Therefore, consistent with the pre-
gradually more important for satisfying and motivating the new and vious research (Rahman et al., 2016) the present study focused on
existing customers to visit the storefront which helps in maintaining the 18–45 year age group shoppers of hypermarket retail stores. The pri-
competitive advantages (Parsons, 2002; Thaichon et al., 2014). Study of mary data were collected by the researcher itself by distributing the
Donovan and Rossiter (1982) shows that hedonic shopping environ- structured questionnaires to the customers near the exit of hypermarket
ment of retail store generates satisfactions and affective experiences retail stores. For obtaining genuine responses from actually interested
relates to customer repatronage intentions. Repatronage is the decision shoppers who are more convenient to answer the questions, con-
of an individual to purchase a particular product or service from the venience sampling method was used. Initial contact with 545 custo-
same retail outlets by considering the present situation and past ex- mers, 367 customers are agreed to fill the questionnaires in the months
periences (Donovan and Rossiter, 1982; Zeithaml, 1988; Arnold and of July-September 2016, out of which 329 questionnaires were found to
Reynolds, 2003; Carpenter, 2008). Therefore, this study presents the be completely filled without missing values and were therefore, useable
following hypothesis: for structural equation modeling analysis. The detailed demographic
H9: Customer satisfaction has a significant positive influence on breakdowns of the respondents are shown in Table 1.
repatronage intention.
4. Data analysis and findings
3. Methodology
The research framework used in the study was developed by partial
3.1. Measurement instrument least square (PLS) model using SmartPLS 2.0 (Ringle et al., 2005)
software. The software is used for estimating the measurement and
Previous studies suggest that customer satisfaction is influenced by structural model (Henseler et al., 2009) proposed in this study. This
hedonic shopping value generates loyalty and repatronage intentions in software solves two purposes, first it determines the association of
the customer. Therefore, the constructs and the observable items used constructs with dependent variable and secondly it identifies the effects
in developing research framework are derived from previous literature of each measuring constructs on dependent variable in the research
reviews and modified accordingly, to better fit the research topic. The framework. Parallel to this it also estimates the statistical significance
final set of 29 (out of 36) items in ten construct (Table 2) used for of factor loadings and the path coefficients (Chin, 2001; Davison et al.,
research framework development and sample data collection, by de- 2003) using non-parametric bootstrap procedure.
veloping structured questionnaire. Remaining 7 items were removed
due to cross and poor loadings. Initially the questionnaires were pre- 4.1. Scale validity and reliability
tested with 35 respondents to ensure the question formats were clear
Confirmatory factor analysis (CFA) was conducted by the researcher
Table 1 to examine the construct validity of each latent construct in the mea-
Demographic breakdown of respondents. surement model (Hair et al., 1998; Bagozzi and Edwards, 1998) through
convergent validity and discriminant validity. In convergent validity
Category N Percentage
methodology proposed by Fornell and Larcker (1981) suggest that if the
Gender value of outer factor loadings and average variance extracted (AVE) is
Male 151 46% greater than .50 in both the cases (Bagozzi and Yi, 1988; Lin and Ding,
Female 178 54% 2006), the explained variance is greater than the measurement error.
Age
Therefore, the resulted value of factor loadings lies in between .52 to
16–25 95 29%
26–35 131 40% .96 and for AVE the values lies is in between .56 and .90 (Table 2). In
36–45 103 31% discriminant validity methodology proposed by Fornell and Larcker
Occupation (1981) shows that the value of square root of AVE should exceed the
Service 135 41% construct correlations with all other constructs (Table 3).
Profession 101 31%
Students 53 16%
To measure the internal consistency of the constructs, the values of
Others 40 12% composite reliability (CR) (Werts et al., 1974; Raykov, 1997) and
Salary Structure Cronbach's alpha is carried out, supposed to be under-estimate scale
0–200,000 lakh (INR) 83 25% reliability with the recommended threshold criterion of .70 for both
200,000–400,000 lakh (INR) 97 29%
(Nunnally, 1978). The resulted values of composite reliability lies in
400,000–600,000 lakh (INR) 114 35%
> 600,000 lakh (INR) 35 11% between the .75–.95 and for Cronbach's alpha, the values lies in be-
tween .72 and .91 (Table 2). All these values are computed from a

27
 Table 2
Construct and observable items.

Construct Items Factor Loadings AVE CR Cronbach's Alpha

S. Atulkar, B. Kesari

Entertainment (Bloch et al., 1994; Wakefield and Baker, 1998; Arnold and Reynolds, 2003; Deb, .53 .81 .81
2012)
I enjoy the soft music and entertaining environment in the hypermarket. .77
I place a greater importance to entertainment facilities. .62
Entertainment facilities create happiness and encourage me to shop. .52
Entertaining retail environment provides fun and enjoyment of shopping process. .94
Exploration (Westbrook and Black, 1985; Bloch et al., 1994; Khare, 2011) .78 .91 .86
Shopping from hypermarkets creates curiosity and excitement for the product and .90
services.
While shopping I enjoyed the fantasy of adventurous shopping. .91
Varieties of global brand produce shopping adventure and joy of exploration to me. .84
Gratification (Babin et al., 1994; Wakefield and Baker, 1998; Arnold and Reynolds, 2003; .64 .75 .72
Rintamaki et al., 2006)
I go for shopping to remove my negative thoughts and emotions. .88
While shopping I feel relaxed and refresh from daily stressful life style. .66
Gratification shopping makes me feel better during shopping. .53
Shopping is a process to spend time in an enjoyable and exciting retail environment. .63
Social (Dawson et al., 1990; Bloch et al., 1994; Arnold and Reynolds, 2003) .56 .79 .75
Shopping is a process to enjoy my free time along with my family members. .78
Shopping process gives me the chance to interact with other shoppers of similar .75
interest.
I prefer the retail stores to meet my friends along with shopping process. .70
Status (Hirschman and Holbrook, 1982; Holbrook, 1999; Chandon et al., 2000; To et al., 2007) .74 .84 .91
Status shopping produces positive feeling and enhances self confidence to me. .87

28
Shopping from hypermarkets feel me the state of social status. .92
I like to buy branded products enhance shopping satisfaction and improve self- .95
esteem.
Idea (Tauber's, 1972; Bloch et al., 1989; Arnold and Reynolds, 2003; Davis and Hodges, 2012) .71 .88 .81
Shopping from hypermarket is always a new experience to get new things. .92
Keeping update with new trends and ideas is the strongest motivation for me. .77
I like to visit hypermarkets to get novelty goods in the marketplace. .82
Value (Westbrook and Black, 1985; Babin et al., 1994; Arnold and Reynolds, 2003; To et al., 2007) .80 .92 .88
I perceive more value when I get branded products in discounted rates. .92
Finding discounts on purchases increase involvement and excitement to me. .87
I feel satisfied to get personal achievement. .89
Customer Satisfaction (Oliver, 1980; Fornell, 1992; Babin et al., 1994, Babin et al., 2005; Jones .83 .91 .80
et al., 2006)
I got every essential product or services which satisfied my needs. .90
Attractive and motivational store environment create bonding and enhance my .91
satisfaction.
Loyalty (Oliver, 1980; Fornell, 1992; Kyle et al., 2004; Jones et al., 2006; Carpenter, 2008; To .90 .95 .90
et al., 2007)
I am very loyal when I get excellent customer services and positive feeling. .96
Perceiving positive perception and satisfaction influence me to make purchases .94
from hypermarket.
Repatronage intentions (Zeithaml, 1988; Swinyard, 1993; Arnold and Reynolds, 2003; To et al., .90 .92 .89
2007; Carpenter, 2008)
Shopping satisfaction and emotional attachment motivate me to continue shopping .94
from hypermarket.
While making repurchase decisions I always considered the present situation and .96
past experiences.
Journal of Retailing and Consumer Services 39 (2017) 23–34
S. Atulkar, B. Kesari Journal of Retailing and Consumer Services 39 (2017) 23–34

Table 3
Latent variable correlation.

Entertainment Exploration Gratification Social Status Idea Value Customer Satisfaction Loyalty Repatronage

Entertainment .72a
Exploration .766 .88a
Gratification .330 .312 .80a
Social .743 .604 .620 .75a
Status .271 .113 .576 .340 .86a
Idea .147 .159 .585 .397 .454 .84a
Value .625 .482 .360 .601 .373 .147 .90ᵃ
Customer Satisfaction .323 .163 .269 .383 .132 .077 .405 .91a
Loyalty .541 .413 .353 .565 .354 .175 .944 .329 .95a
Repatronage .342 .299 .628 .742 .313 .513 .269 .228 .328 .95a

Note: aDiagonal elements are squared AVE.

confirmatory factor analysis using SmartPLS (Ringle et al., 2005) which
shows that the measurement model reflects good construct validity and
reliability.
4.2. Structural model assessment
To assess the overall model fit (Chin, 1998) the value of Goodness of
fit (GoF) proposed by Tenenhaus et al. (2005) was used to assess the
structure model, as the SmartPLS 2.0 software does not provide these
values. The geometric mean of average AVE and the average R2 (for
endogenous constructs) is used for the calculation of GoF value. The
proposed GoF criterion is as:
GoF = AVE x R²
The resulted value of GoF for the Model is .43, where the calculated
value of AVE is .76 and the value of R2 is .24 for customer satisfaction,
.30 for loyalty and .34 for repatronage intention, which indicates a very
good model fit for the study. The cut-off values of GoF analysis for
assessing the result is: GoF = .10 (small); GoF = .25 (medium); and
GoF = .36 (large) proposed by Wetzels et al. (2009).
To overcome the multicollinearity affects on the result, the values of
tolerance and variance inflation factor (VIF) have been carried out with
the help of IBM SPSS 20 software, as the SmartPLS software does not
provide these values. The calculated values of latent variable scores
used as input for multiple regressions to get the values of tolerance and
VIF (Table 5), which should not exceed 5 for VIF (Variable values <
4.297) and for tolerance level it should be > .2 (Grewal et al., 2004;
Hair et al., 2011). So, the result shows that there is no multicollinearity
between the independent variables.
4.3. Main effects and path coefficients
A non-parametric bootstrap procedure with 1000 resample are
presented in Table 4, shows the value of standardized path coefficients
(β) (Chin, 2001; Davison et al., 2003), t-value and the associated sig-
nificance levels for all relationships. The path coefficient is significant,
if the t-value is greater than 1.96, with a significance level of 5%, using
a two-tailed t-test in IBM SPSS 20 software (Fig. 2).
The resulted values for the constructs entertainment (β=.201; t-
value=2.987; p=.045), exploration (β=.276; t-value=3.500; p
=.001), gratification (β=.197; t-value=2.471; p=.014), status
(β=.144; t-value=2.171; p=.031), value (β=.302; t-value=4.481;
p=.000) shows positive and significant effect customer satisfaction.
The resulted values of customer satisfaction (β=.329; t-value=6.303;
p=.000) for loyalty and (β=.228; t-value=4.239; p=.000) for repa-
tronage intention also shows positive and significant effect. Therefore,
the hypotheses H1, H2, H3, H5, H7, H8 and H9 were accepted.
Whereas, the resulted value for social (β= .175; t-value= 1.832;
p=.068) and idea (β= −.073; t-value= −1.153; p=.085) shows ne-
gative and insignificant effect on customer satisfaction. Therefore, the
hypotheses H4 and H6 were rejected.
4.4. Moderating effect of gender
Present study clearly identifies the role of hedonic shopping values
on customer satisfaction, loyalty and repatronage intentions which is
generalized for the entire population. So, it is very important to assess if
this influence could be moderated by the gender or not, as previous
studies findings (Thaichon et al., 2016) shows the influence of sa-
tisfaction on loyalty varied across different group of customers char-
acterized by their age. It has been observed that both male and female
consumers demonstrate different levels of satisfaction, loyalty and re-
patronage intentions, influenced by hedonic shopping values. Re-
searcher Hedhli et al. (2016) shows that female shoppers derive greater
level of hedonic value from their shopping experiences and show more
positive attitudes toward entertainment activities as compared to males
shoppers (Carpenter and Moore, 2009; Jackson et al., 2011; Borges
et al., 2013). It has been observed that female shoppers are more prone
to hedonic shopping value (Arnold and Reynolds, 2012; Borges et al.,
2013; Hedhli et al., 2016) and their happiness is likely to be the out-
come of shopping values. Faqih (2016) study also demonstrates that the
gender differences are still a phenomenon to be acknowledged. This

Table 4
Structure model estimates (Path Coefficient).

Path Coefficients t-value p-value Tolerance VIF Result

H1: Entertainment - > Customer satisfaction .201 2.987 .045 .233 4.297 Supported
H2: Exploration - > Customer satisfaction .276 3.500 .001 .382 2.617 Supported
H3: Gratification- > Customer satisfaction .197 2.471 .014 .375 2.667 Supported
H4: Social - > Customer satisfaction .175 1.832 .068 .260 3.851 Not Supported
H5: Status- > Customer satisfaction .144 2.171 .031 .541 1.848 Supported
H6: Idea - > Customer satisfaction −.073 −1.153 .085 .598 1.673 Not Supported
H7: Value - > Customer satisfaction .302 4.481 .000 .524 1.907 Supported
H8: Customer satisfaction - > Loyalty .329 6.303 .000 1.000 1.000 Supported
H9: Customer satisfaction - > Repatronage intention .228 4.239 .000 1.000 1.000 Supported

Note: Significance level P < .05, if t-value = > 1.96, based on two-tailed t-test.

29
S. Atulkar, B. Kesari
Table 5
Moderation analysis.
Path Coefficients
Entertainment*Gender - > Customer satisfaction .498
Exploration*Gender - > Customer satisfaction .553
Gratification*Gender - > Customer satisfaction .335
Social*Gender - > Customer satisfaction .422
Status*Gender - > Customer satisfaction −.514
Idea*Gender - > Customer satisfaction −.297
Value*Gender - > Customer satisfaction .612
Customer satisfaction*Gender - > Loyalty .323
Customer satisfaction*Gender - > Repatronage intention .208
Note: *Interaction effect.
Fig. 2. Structural model.
shows the importance of gender in retail shopping behavior. Therefore,
the current research framework was tested to investigate how gender
difference influences all the proposed relationships. This is very im-
portant not only from theoretical point of view, but also considering the
fact that the companies are promoting and preparing their marketing
strategies for the product or services by appealing the role gender dif-
ferences.
4.5. Moderating analysis
To examine the moderating role of gender on the results, researcher
analyzes these relationships on the basis of interaction effect and
gender differences with the help of SmartPLS 2.0 and SPSS 20 Software.
The resulted values from the *interaction effect (Table 5) showed that
the gender moderate the results by showing the significant positive
relationship (β= .422; t-value= 3.173; p= .049) between social and
customer satisfaction and insignificant negative relationship (β=
−.514; t-value= −3.316; p= .079) between status and customer sa-
tisfaction. Whereas, for remaining all other relationships the *interac-
tion effect shows the same results as observed in the generalized data
results. Therefore, to study the variation in the result due to moderating
role of gender, researcher analyzes these relationships on the basis of
gender differences (Table 6). The analysis on these relationships shows
that there are gender differences in two relationships (social and status)
out of the nine proposed relationships. The path coefficient in the male
consumer group for the relationship between social and customer sa-
tisfaction is seen to be positively insignificant (β= .093; t-value= .661;
p= .510), though it is positively significant for the female group (β=
.219; t-value= 2.634; p= .004) and for generalized data. Whereas, the
path coefficient in the female group for the relationship between status
and customer satisfaction is seen to be positively significant (β= .166;
t-value= 2.870; p= .032), though it is negatively insignificant in case
of male group (β= −.146; t-value= −1.425; p= .056) and for gen-
eralized data. Thus, it can be said that the females consumers are highly
30
Journal of Retailing and Consumer Services 39 (2017) 23–34
t-value p-value Result
2.105 .036 Supported
2.994 .003 Supported
2.414 .016 Supported
3.173 .049 Supported
−3.316 .079 Not Supported
−2.039 .094 Not Supported
3.814 .000 Supported
6.130 .000 Supported
3.739 .000 Supported
motivated and satisfied by the social and status felling retail store en-
vironment as compared to male consumers. So, the obtained results
strongly demonstrate that the gender moderate the relationship be-
tween some factors of hedonic shopping values and customer satisfac-
tion leads to loyalty and repatronage intentions.
5. Discussion and conclusion
This research provides some valuable insight on the relationship
between hedonic shopping values and customer satisfaction in hy-
permarket retail stores. The results of this study shows differential ef-
fect of hedonic shopping values and confirm the findings of previous
research demonstrating the relationship between hedonic shopping
value, satisfaction, loyalty and repatronage intentions. Previous re-
search efforts shows that satisfaction with the retailer, word of mouth,
loyalty and repatronage anticipation are influenced more by the he-
donic aspects of shopping (Carpenter, 2008; Jackson et al., 2011; Kuo
et al., 2013; El-Adly and Eid, 2015; Thaichon et al., 2016). Reynolds
and Arnold (2000) and Jones et al. (2006) study measured that the
customer satisfaction influences the repurchase intentions, while the
customer loyalty is likely to develop with the time and previous ex-
periences. Therefore, present study focused on hypermarket retail
stores where the retailers connect themselves to the customers with the
help of hedonic shopping motivations (Arnold and Reynolds, 2003)
such as entertainment, exploration, gratification, social, status, idea,
and value shopping which helps in generating customer satisfaction,
loyalty and repatronage intentions in the customer. Study also identifies
the moderation effect of gender on all the proposed relationships, as
both male and female consumer shows different level of shopping be-
havior while perceiving hedonic motivations.
Entertainment facilities are considered as a most important com-
petitive tool for creating satisfaction in the customers. Customer realize
hedonic values when the overall store atmosphere facilitate with en-
tertainment facilities (Bloch et al., 1994) like music, events, refresh-
ment facility, etc. makes the shopping process more entertaining (El-
Adly and Eid, 2015). The finding support the importance of entertain-
ment facilities, generate excitement and enjoyment of shopping and
also influences satisfaction from shopping process. Hypermarket retail
store are facilitated with attractive bright colours, lighting, air-condi-
tioned, cleanliness, soft music and aromatic environment, involve them
in shopping along with fun, makes the shopping process more en-
tertaining and satisfy the emotional needs of the consumers (Babin and
Darden, 1996). The resulted value supports the entertainment construct
by showing positive and significant effects on customer satisfaction.
Thus, the hypothesis H1 is accepted, supports the past research efforts
of the researchers (Reynolds and Arnold, 2000; Arnold and Reynolds,
2003; Sinha, and Banerjee, 2004; Jones et al., 2006; Carpenter,
2008; Kesari and Atulkar, 2016). The resulted values for the moderation
analysis shows the same result as observed in generalized data.
Therefore, we can say that when a shopping trip is exceptionally en-
tertaining, customers are more satisfied and motivated and encourage
S. Atulkar, B. Kesari
Table 6
Path significance differential analysis.
Male
Path Coefficients t-value
Entertainment - > Customer satisfaction .309 2.891
Exploration - > Customer satisfaction .352 2.806
Gratification- > Customer satisfaction .214 1.990
Social - > Customer satisfaction .093 .661
Status- > Customer satisfaction −.146 −1.425
Idea - > Customer satisfaction .020 .216
Value - > Customer satisfaction .279 2.938
Customer satisfaction - > Loyalty .268 3.398
Customer satisfaction - > Repatronage intention .222 2.779
both male and female consumers similarly to make purchase decisions.
In terms of the influence of exploration on customer satisfaction, the
resulted value shows positive and significant effect in accordance with
previous researches (Westbrook and Black, 1985; Chandon et al., 2000;
Arnold and Reynolds, 2003; Khare, 2011). Hypermarket offers varieties
of retail stores that fulfills the customer desire of global brand, gen-
erates shopping adventure and joy of exploration. Hedonic shoppers
love the fun, fantasy and sensual excitement of shopping process
(Holbrook and Hirschman, 1982) generates a sense of curiosity for
browsing and purchasing of product or services. To satisfy the shopper's
need of exploration retail stores offers physical facilities like trolley,
elevators, lifts etc. and labeling the product categories which is easily
recognizable. The store environment are facilitated with attractive
layout, store design, lighting, cleanliness and promotional events for
the offered product and services plays a significant role in producing
excitement, positive feeling and positive emotions in the customer
(Deb, 2012; El-Adly and Eid, 2015). Thus, it can be said that the
shoppers’ emotions are associated with excitement of the shopping trip
generates satisfaction. Therefore, the hypothesis H2 is accepted by the
researchers and also supported by moderating role of gender while
analyzing moderation results.
It has been observed that while shopping from hypermarkets cus-
tomer requires gratification and to fulfill these requirements, hy-
permarket offers relaxing and refreshing retail store environment where
customers can remove their negative thought, negative mood and ne-
gative emotions. The findings from the result shows that gratifying
shoppers involve them in shopping process to remove their strain form
their daily routine stress full activities and create emotional bonding
with the retail stores, enhance customer satisfaction. The result also
supports the past researches (Tauber's, 1972; Wakefield and Baker,
1998; Arnold and Reynolds, 2003; Rintamaki et al., 2006; Kesari and
Atulkar, 2016), by showing the significant positive effects of gratifica-
tion on customer satisfaction. Shoppers in this category are highly
motivated when they perceives enjoyable and exciting retail environ-
ment, satisfy the customers hedonic motives (Rayburn and Voss, 2013).
Thus, the hypothesis H3 is accepted by the researchers and this re-
lationship is does not moderate the result of moderation analysis and
gender differences. Therefore, the retailers are more focused to create
exciting and enjoyment retail store to satisfy the gratification shoppers,
feels better during shopping process and will also encourage them for
in-store browsing longer and making purchases.
In attractive and motivational retail shopping environment, custo-
mers have the opportunity of social interaction with the shoppers of
same interest group and with the sales personals offer product and
services. Social shopping is a way to communicate other shoppers and
their associated colleagues having similar interests which generates
shopping satisfaction. It offers customer to spend their valuable shop-
ping time along with their friends or family members. It is also im-
portant to develop personal strength and social bonding between cus-
tomer and sales peoples (Wakefield and Baker, 1998; Rintamaki et al.,
2006). Findings of the study shows that interaction with sales staff and
31
Journal of Retailing and Consumer Services 39 (2017) 23–34
Female
p-value Coefficients t-value p-value
.041 .157 2.190 .024
.006 .247 2.364 .019
.046 .204 3.784 .008
.510 .219 2.634 .004
.056 .166 2.870 .032
.829 −.138 −1.575 .117
.004 .331 3.394 .001
.001 .380 5.455 .000
.006 .232 3.160 .002
between customers is not so important for the customers who visit the
retail store only for shopping and enjoying their time in lively and fun-
filled environment. Therefore, the resulted value shows negative sig-
nificant effects on customer satisfaction, contrary to the results of
previous research (Tauber's, 1972; Dawson et al., 1990; Arnold and
Reynolds, 2003; Mattila and Wirtz, 2008) reported that the social in-
teraction is usually the main reason to meet new people and create
bonding with others customers. Thus, the hypotheses H4 were rejected.
The study also find out the moderation effect of gender on this re-
lationship, which support the study of previous researchers by showing
positive effect of social shopping on customer satisfaction. Study on
gender differential analysis shows that the female consumers are more
social, as they highly believe in generating personal strength and social
bonding in the society as compared to the male consumers.
Hypermarket retail store are attractive location motivate customers
to shop branded products and services that hold status and self-esteem.
They involve their customer by offering hedonic aspects of shopping
(Arnold and Reynolds, 2003) viewed as a way to maintain the shopping
status and enhance the consumption experience. It has been notified
that customer perceives shopping status from receiving excellent cus-
tomer services (Westbrook and Black, 1985; Kyle et al., 2004). There-
fore, the resulted values support the past researches (Hirschman and
Holbrook, 1982; Holbrook, 1999; Carpenter, 2008; Deb, 2012), by
showing the significant positive effects on customer satisfaction. Thus,
the hypothesis H5 is accepted. But the resulted value for the moderation
analysis does not support the proposed hypothesis. Result shows that
the female consumers purchase product or services that signifies status
and prestige, have the potential to enhance satisfaction, confidence and
self-esteem in the society. Therefore, the status shopping produces po-
sitive felling, belief and individual differences which the customer can
share with other member in the society. But in case of male consumer
result shows insignificant results, as they are more focused towards
purchasing the product or services save their time and money. This
means that shoppers in the category of status shopping viewed shop-
ping trip as a way to enhance shopping satisfaction and enjoy the pa-
tronage of status felling product or services. It creates a confidence in
the consumers for their spending and motivates them to visit the retail
stores regularly for shopping and making purchases.
Idea shopping is a way to keep update with new products and in-
novations that are available. It has been observed that customers visit
the hypermarket retail stores for browsing latest fashion trends to find
new ideas and novelty about the products enhance pleasure of shopping
process (Parasuraman et al., 1985; Thaichon and Quach, 2015). Result
shows that some customers enjoy browsing the information about the
latest trends in fashion and styling for updating himself, not to make a
particular purchase. The resulted value reject the idea construct by
showing negative and insignificant effects on customer satisfaction.
Thus, the hypothesis H6 is rejected, supports the past research efforts
(Bloch et al., 1989; Parsons, 2002; To et al., 2007; Arnold and Reynolds,
2003; Davis and Hodges, 2012). It is found that most of the shopper
likes to enjoy the learning of new fashion trends in various products
S. Atulkar, B. Kesari
available in the hypermarket retail stores. But, they do not think or
make the actual purchase of that particular product which generates
curiosity and positive feeling. So, the study finding for idea shopping
shows negative influence on customer satisfaction. The study is also
supported by the results of moderation and differential analysis of the
gender demonstrates the same result as observed in complete data.
In terms of the value shopping, customers perceive more values for
the purchase when they feel satisfied to get branded products in dis-
counted rates with the pleasant sensation of bargaining. Shopping from
hypermarket does not have a bargaining mechanism and the consumers
could not receive any benefit from the bargain. Therefore, the retail
stores offers, branded products in discounted rates or with other pro-
motional offers, attract and involve customers in purchasing process.
Study finding shows that enjoying the discounts and low prices from
purchases increase sensory involvement and enhance satisfaction from
personal achievement in the customer. So, the study finding for value
shopping shows positive and significant influence on customer sa-
tisfaction. Thus, the hypothesis H7 is accepted, supported by the
moderation analysis results. The study finding also support the past
research efforts (Westbrook and Black, 1985; Babin et al., 1994; Batra
and Ahtola, 1991; Sherry et al., 1993; Davis and Hodges, 2012), which
shows that retailer frequently offer attractive pricing, discounts,
schemes and offers for the branded product to satisfy the customer
desire for branded products, to increase sales and to get competitive
advantages over others.
Discussion on various factors of hedonic shopping values, it has
been found that entertainment, exploration, gratification, status and
value shopping shows significant positive influence on customer sa-
tisfaction, whereas the social and idea shopping shows significant ne-
gative influence. It has been observed that the hedonic shoppers enjoy
the entertainment and gratification of shopping process. Hypermarket
is a place to where shoppers receive the values and status from the
purchased product or services satisfy the particular needs of shoppers.
The loyalty and repatronage intention is strongly associated with cus-
tomer satisfaction, as it is important for creating bonding between re-
tailers and the shoppers. Study confirms the link between satisfaction
and loyalty by showing the positive and significant influence, supported
the past research efforts (Kyle et al., 2004; Babin et al., 2005; Jones
et al., 2006; Alexandris et al., 2006; To et al., 2007; Carpenter and
Moore, 2009; Thaichon and Quach, 2015). The finding suggests that
satisfaction with hedonic shopping values plays a significant role in
generating loyalty in the hedonic shoppers (Kuo et al., 2013; Thaichon
et al., 2016). Customer shows positive feelings and belief when they
perceive satisfaction from the hedonic aspects of shopping, generates
emotional attachment and association of customer with that particular
retail stores (Ganguli and Roy, 2011). It is observed that the excellent
customer services, entertainment and enjoyment facilities, motivating
retail store environment generate positive perception and satisfaction,
enhances loyalty in the customer, supported by the H8 hypothesis and
moderation analysis. So it can be said that the loyalty is a deeply held
commitment to repurchase a preferred product or a service consistently
in future (Oliver, 1999) in spite of situational influence. Therefore, the
retailers today are more focused towards in developing and maintaining
a loyal customer base for increasing their market share and profit-
ability.
The study also extend previous research focused on the relationship
between satisfaction and repatronage intentions (Donovan and Rossiter,
1982; Zeithaml, 1988; Wakefield and Baker, 1998; Cronin et al., 2000;
Arnold and Reynolds, 2003; To et al., 2007; Carpenter, 2008), by
finding support for positive and significant influence of satisfaction on
repatronage intentions. Therefore, the hypothesis H9 is accepted also
supported by the moderation analysis results. Contrary to the result of
researches (Jones et al., 2006) shows that hedonic shopping value de-
monstrated a positive influence on repatronage anticipation, but do not
appear to impact repatronage intentions. Study shows that customer
always evaluates the purchase experience with their past experiences
32
Journal of Retailing and Consumer Services 39 (2017) 23–34
produces satisfaction or dissatisfaction, motivate or de-motivate cus-
tomers for repurchase intentions. Hedonic shopping values at hy-
permarket retail stores are more closely tied with customer's emotional
experiences play a larger role in producing repatronage intentions
(Carpenter and Moore, 2009; Wang and Wu, 2012; Thaichon et al.,
2014). Hence, it can be stated that the satisfaction with the hedonic
shopping values and experiences give the assurance to the retailer that
the customer continue visiting the particular retail store. Therefore, the
retail stores are offers pleasant shopping experience generates shopping
excitement and the desire to stay in the entertaining shopping en-
vironment will boost stronger repatronage intentions.
The study suggests that the shoppers who motivated by large set of
hedonic values will thought to form very strong forms of commitment
(Hirschman and Holbrook, 1982) and thereby it will affect the pre-
ference and choice behaviors of the consumer (Dawson et al., 1990;
Arnold and Reynolds, 2003). Alternatively, intense hedonic shopping
motives may create a specific shopping behavior, such as impulse
purchasing. It is defined as the degree to which an individual is likely to
make unintended, immediate, and unreflective purchases (Beatty and
Ferrell, 1998). From a theoretical point of view, this study supports the
past research efforts (e.g. Babin et al., 1994; Arnold and Reynolds,
2003; Jones et al., 2006; To et al., 2007), which shows that the emo-
tional components of hedonic motivations such as entertainment, ex-
ploration, gratification, social, status, idea, and value shopping, all play
a fundamental role when deciding to shop from specific retail stores.
Therefore, all these constructs which thought to have an impact on
affective component, such as satisfaction, loyalty and repatronage in-
tentions are more closely tied to indicators of the emotional experiences
the customers have, such as hedonic shopping value (Jones et al.,
2006). In this study, the female shoppers also scored higher on the
hedonic motivation than male shoppers, consistent with the previous
studies (Carpenter and Moore, 2009; Jackson et al., 2011; Arnold and
Reynolds, 2012; Borges et al., 2013). Therefore, the hedonic shopping
values contribute more to shoppers' satisfaction on perceiving shopping
benefits, generates loyalty and repatronage intention in the shoppers.
Finally it is concluded that, hedonic shopping values at retail stores
are strongly associated with customer satisfaction, generates loyalty
and repatronage intentions. Hedonic shoppers love the entertainment,
exploration and gratification aspects of shopping provide them the
status and values from shopping process. Hence, all these constructs of
hedonic shopping values plays an important role to satisfy the shoppers
need, motivates them to become the loyal customer for a long period of
time and produces repatronage intentions. Study findings put the
reason to consider that satisfaction judgments are made by the cus-
tomer on the basis of perceived hedonic shopping values, whereas the
loyalty and repatronage intentions are made through perceived sa-
tisfaction. It is also concluded that the gender differences will moderate
the relationship between social and status with customer satisfaction,
which indicates that both male and female consumer have different
level of shopping behavior when it comes to see the impact of hedonic
shopping value on customer satisfaction. Therefore, the hypermarket
retailer's have to offer attractive, entertaining, motivational and plea-
sant shopping environment to satisfy the hedonic shopping values of
the customer which creates a distinctive retail store image in the cus-
tomer mind for the available product and services. By creating and
maintaining customer loyalty and repatronage intentions in the cus-
tomer, retailers can gain higher profit margins over lifetime duration of
the business relationship with their customers. Delivering hedonic
shopping values that fulfill the desires of both male and female con-
sumers on a consistent basis help hypermarket retailers to maintain the
optimum customer satisfaction level that enhance the loyalty and re-
patronage intentions in the customer for a long period of time.
6. Managerial implications
This study considers hedonic parameters and examines how they
S. Atulkar, B. Kesari
affect customer satisfaction. Finding suggests that the satisfaction
judgments are made and changed frequently in this retail sector,
whereas the loyalty and repatronage intentions may be a more enduring
construct. The shoppers, who strongly motivated by hedonic dimen-
sions are more likely to be satisfied, loyal and repatronize the retailer.
An appealing store atmosphere can create positive responses from
shoppers and produce profitability gains. This could be accomplished
by focusing on the hedonic aspects of shopping values, would en-
courage retail store managers to develop such retail shopping en-
vironment that generate shopping motivations and shopping outcomes,
such as satisfaction, loyalty and repurchase intentions. It is also im-
portant for the retailers to identify the customers need and some other
factors of hedonic shopping values for producing satisfaction, which
generates loyalty and repatronage intentions for the available product
or service.
This research paper suggests that the retailers have to engage and
involve their customers in attractive, entertaining, motivational and
enjoyable retail store environment to gain competitive advantages over
others. Parallel to this retail manager have to focus on various dimen-
sion of hedonic shopping values enable them to understand the cus-
tomer satisfaction towards the retail store. In this competitive and
crowded retail marketplace, companies must understand what causes
customers to feel satisfied and remain loyal to a particular retail store,
where the emotional attachment plays an essential role. The knowledge
of different shopper segments motivated by different hedonic reasons is
very useful for retailers in designing attractive store environments. An
understanding of hedonic shopping values and customer satisfaction
becomes the key input to generate loyalty and repatronage intention in
the customers. The understanding also encourages retailers to engage
them in an effort to attract new and hold their profitable customers to
compete with others in this challenging retail environment. Therefore,
the hypermarket managers should strive to deliver hedonic shopping
value on a consistent basis in order to maintain consistent satisfaction
levels.
7. Limitation and future research direction
This research provides valuable insight about the relationship be-
tween hedonic shopping value, satisfaction, loyalty and repatronage
intentions and also extends the literature on these relationships. Despite
all the efforts and due diligence, some limitations exist. This study fo-
cuses only on the hypermarket retail stores by considering some specific
factors related to the hedonic shopping values derived from previous
studies. However, since the research frame work clears the assessment
test and the result presented for the model should be acceptable. The
results cannot be generalized as we have taken some limited variables
of hedonic shopping values and their effect on satisfaction, loyalty and
repatronage intentions of hypermarket shoppers. Therefore, the scope
of this study is also limited to hypermarkets shoppers. However the
study helps future researchers to focus on different types of other retail
formats such as mall, department store, variety store and online retail
stores by taking some other dependent variables such as purchasing
patterns and repatronage anticipations. The present study measured
satisfaction on the basis of perceived hedonic shopping values, whereas
the loyalty and repatronage intentions are developed with the present
and past shopping satisfaction. Therefore, researchers may also focus on
the impact of utilitarian shopping values on satisfaction, loyalty and
repatronage intentions, as most of the shoppers are attracted by the
retail stores due to utilitarian values.
In view to the demographic backgrounds of the customers, different
customers have different perspectives on hedonic shopping values,
which the future researchers could focus. Another limitation of the
study that could be overcome in future endeavours could be the lack of
moderating role of other possible variables such as age, occupation and
salary structure, as the study consider only the moderating role of
gender. The present study also limited to focused group customers of
33
Journal of Retailing and Consumer Services 39 (2017) 23–34
18–45 years. Therefore, it is imperative to make a further comparative
research between young and old age group customers by considering
hedonic shopping motivations at different retail store formats. Further,
another future scope for related efforts could be the study of hedonic
shopping motivation on impulsive buying behavior. Finally the un-
derstanding of hedonic shopping values may help retailers in the de-
velopment and better management of the retail store in this competitive
retail environment and also motivate researchers to consider some
more hedonic values in the future studies.
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Mr. Sunil Atulkar is a Research Scholar in the Department of Management Studies
MANIT Bhopal MP under guidance of Dr. Bikrant Kesari (Assistant professor). He had an
experience of 3.5 years in teaching of different subjects in marketing specialization.
Retailing, customer relationship marketing, consumer behavior and rural marketing are
his area of interest and published number of articles in National & International Journal in
these areas. Currently he is associated with department of management studies MANIT
Bhopal since August 2013.
Dr. Bikrant Kesari is an Assistant professor at the Department of Management Studies in
Maulana Azad National Institute of Technology (MANIT) Bhopal Madhya Pradesh (An
Institute of National Importance Established by MHRD Government of India). He has
having thirteen year of work experience in both Teaching & Industry; the major working
areas are on human resource management, rural development, marketing and behavioral
aspects. The author has published numbers of article on National & International Journal
on these respective areas. In Addition, worked as university officer of MANIT for All India
Survey Higher education Govt. of India which includes collection and analysis of data,
remain as Departmental Exam-coordinator for four years conducting MBA Exam.