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In this research study, grocery shoppers were interviewed to identify the factors that
influence satisfaction with their primary store and the factors that encourage them to
continue patronising this store despite being presented with an inducement to shop at
another store. The study estimated two models; one predicting store satisfaction and the
other predicting store loyalty. The results demonstrate that the significant factors that
contribute to store satisfaction have little in common with the factors that impel shoppers
to stay store loyal. Moreover, there was no evidence from this study that shoppers' overall
store satisfaction was by itself a significant influence on their continued patronage of the
store. Retail firms often do not recognise that the elements that contribute to customer
satisfaction are different from those factors that help sustain store loyalty and
consequently do not separate their resources between the two sets. Unless retail firms
remain vigilant to changing consumer behaviour patterns, they will not be able to tell
apart the elements of the retail mix that could typically insulate their primary customers
from responding to special competitive offers.

Shoppers' satisfaction levels are not the only key to store loyalty

Miranda, Mario J and Konya, Laszlo and Havrila, Inka (2005) Shoppers' satisfaction
levels are not the only key to store loyalty. Marketing Intelligence & Planning, 23 (2).
pp.220 to 231.
Customer satisfaction in food retailing: comparing specialty and conventional grocery
Patricia Huddleston, Judith Whipple, Rachel Nye Mattick, So Jung Lee. International
Journal of Retail & Distribution Management. Bradford: 2009. Vol. 37, Iss. 1; pg. 63

Abstract (Summary)
The purpose of this paper is to compare and contrast customer perceptions related to
satisfaction with conventional grocery stores as compared to specialty grocery stores. The
study examines store attributes of product assortment, price, quality, and service in order
to determine which attributes have the greatest impact on store satisfaction for each store
format. A mail survey was sent to a sample of specialty and conventional grocery store
customers. The ten state sample was drawn from US households located in postal (ZIP)
codes in areas where national specialty stores (e.g. whole foods) were located. Perception
of satisfaction were higher among specialty grocery store customers compared to
conventional grocery store customers. For both store formats, store price, product
assortment, service and quality positively influenced satisfaction. Stepwise regression
indicated that each store attribute contributed differently to store satisfaction for
conventional and specialty store formats. The results demonstrate that price, product
assortment, quality, and employee service influence store satisfaction regardless of store
type (conventional stores or specialty stores). However, the degree of influence of these
attributes varied by store type. The results imply that while specialty store shopper
satisfaction characteristics are clearly delineated, conventional store shopper
characteristics are more difficult to pinpoint. Research limitations include a sample that is
more highly educated and has higher incomes than the average American household.
Despite the growth of new product categories and new industry players, few studies have
investigated customer satisfaction within the retail food industry. Comparisons of
specialty and conventional food stores are equally scarce.


Larry P Pleshko, Samar M Baqer. Academy of Marketing Studies Journal. Cullowhee: 2008. Vol. 12,
Iss. 2; pg. 111, 17 pgs

Abstract (Summary)
This study investigates, using path analyses methodology, the relationships among customer
satisfaction, customer loyalty, and market share in a sample of users of four retailer-types: health
clubs, convenience stores, medical clinics, and fast-food burger outlets. The authors show that
customer satisfaction exhibits a significant and negative relationship to buyer loyalty. Also buyer loyalty
is shown to exhibit a significant and positive relationship with market share. However, satisfaction is
found to have no direct effects on market share. Additionally, satisfaction has no indirect effect on
share through the mediation effects of buyer loyalty. Finally, the covariate, type of retail store, is found
to be related to satisfaction and loyalty, but not to market share. Thus, the levels of consumer
satisfaction and loyalty differ across retail categories. [PUBLICATION ABSTRACT]
Exploring the relationships between retail brands and
consumer store loyalty
Anne-Sophie Binninger. International Journal of Retail & Distribution Management. Bradford:
2008. Vol. 36, Iss. 2; pg. 94

Abstract (Summary)
Purpose - Retail brands (RBs) have become a strategic feature of the grocery industry. Their role in
building consumer loyalty is usually taken for granted and yet has not been completely identified. The
purpose of this paper is to raise the question of the relationship between RBs and store loyalty.
Design/methodology/approach - Correlations, simple and multiple regressions were carried out, and
the mediating and moderating nature of two variables was verified according to Baron and Kenny's
recommendations. Findings - The results show that the increase in RB satisfaction and loyalty
influences store loyalty, and that attitude toward RB products has a moderating effect on the
relationships between RB satisfaction and loyalty. They also show that this moderating influence is
greater for an identifiable retail brand than for an unidentifiable retail brand. Research
limitations/implications - Further research would consist in probing the relationship between a
customer and different types of RBs. It would be appropriate to assess this relationship by pinning
down the influence of product categories and working in other psychological variables like attachment,
trust or price sensitivity as well as behavioral data. Practical implications - These findings highlight the
value of consumer RB satisfaction and loyalty, and suggest that managers develop marketing insights
to enhance the loyalty-building capacity of their own brands, by specifically addressing whether or not
these are clearly identified as brands of a store. Originality/value - The idea of analyzing the influence
of RBs on store loyalty using three classic dimensions of brand management (satisfaction, loyalty, and
attitude) yet untapped in the specific case of RBs, and distinguishing between two specific types of

Retail store loyalty: a comparison of two customer segments
Ugur Yavas, Emin Babakus. International Journal of Retail & Distribution Management. Bradford:
2009. Vol. 37, Iss. 6; pg. 477

Abstract (Summary)
Purpose - The purpose of this paper is to determine if various measures of loyalty (satisfaction,
continued patronage and share of wallet) converge or diverge. A related objective of the study is to
examine the relative efficacies of merchandise quality, interaction quality, price and store environment
in inducing store loyalty for two customer segments of a national automotive parts and accessories
retailer in the USA. The two segments are the do-it-yourself customers and the professional
customers. Design/methodology/approach - Data for the study are collected via mail questionnaires.
Usable responses are obtained from 17,034 customers. In operationalizing store loyalty, affective,
conative and action-related measures are used. Findings - The results altogether suggest that
merchandise quality is an effective predictor of loyalty but perhaps not as critical or dominant as
interaction quality. Results also show that similar factors consistently exert like influence in generating
loyalty for the two customer segments. Research limitations/implications - The efficacies of other
antecedent variables (e.g. perceived value/value for money) as drivers of store loyalty should be
examined. Also, it would be worthwhile to investigate the possible moderating role of demographic
characteristics (e.g. gender) and situational characteristics (e.g. critical incident recovery) in
attenuating the relationships between the antecedent variables and store loyalty. Practical
implications - To reinforce loyalty among its both do-it-yourself and professional customers, the focal
retailer should continue to enhance the interaction skills of current and prospective employees via
careful selection, training and motivation. Originality/value - The paper shows that the three measures
of loyalty (satisfaction, continued patronage and share of wallet) converge. The strongest correlations
are between affective and conative loyalty.