Reactions to Store Environment and Interpersonal Service Quality in Supermarkets vs Hypermarkets

MZOUGHI,, M. N. , & GARROUCH,, K. F. (2022). Reactions to Store Environment and Interpersonal Service Quality in Supermarkets vs Hypermarkets. The Journal of Distribution Science, 20(1), 67-76, https://doi.org/https://doi.org/10.15722/jds.20.01.202201.67

copy

Abstract

Purpose: The purpose is to verify the impact of the store environment on interpersonal service quality (ISQ), shopping value and patronage intention, as well as the moderating role of the store format: supermarkets vs hypermarkets. This is significant as previous studies on retailing neglected the effect of interpersonal service quality on the experiential shopping value. The comparison of the model between two retailing formats (hypermarkets and supermarkets) provides a significant contribution and responds to a need to provide insights regarding the moderation of the store types on the contribution of interpersonal service quality and experiential value to customer's retention. Research design, data, and methodology: The hypotheses have been tested after analyzing the data of a survey among 405 consumers exiting stores representing various retailing stores in Tunisia. A Structural model have been finally verified by a path analysis after applying a confirmatory factorial analysis. Multigroup analyses on AMOS allowed to verify the moderation of store types. Results: Results mainly show that patronage intention is affected by the experiential perceived value dimensions. The latter is a direct consequence of ISQ and an indirect outcome of perceived shopping environment. The impact of value, environment and ISQ is moderated by the store type.

keywords: Experiential shopping value, Distribution, Hypermarkets, Supermarkets, patronage intention

Reference

Arnold, M. J., & Reynolds, K. E. (2009). Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus. Journal of Retailing, 85(3), 308-320. https://doi.org/10.1016/j.jretai.2009.05.004

Babin, B. J., & Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49(2), 91-99. https://doi.org/10.1016/S0148-2963(99)00011-9

Babin, B. J., Chebat, J. C., & Michon, R. (2004). Perceived appropriateness and its effect on quality, affect and behavior. Journal of Retailing and Consumer Services, 11(5), 287–298. https://doi.org/10.1016/j.jretconser.2003.09.002

Babin, L. A., Babin, B. J., & Boles, J. S. (1999). The effects of consumer perceptions of the salesperson, product, and dealer on purchase intentions. Journal of Retailing and Consumer Services, 6(2), 91-97. https://doi.org/10.1016/s0969-6989(98)00004-6

Baker, J. (1986). The role of the environment in marketing services:The consumer perspective, in John A. Czepeil, Carlole A. Congrarn and James Shanahan (eds), The Service challenge:Integrating for Competitive Advantage, Chicago, IL: American Marketing Association, 79-84.

Baker, J., Parasuraman, A., Grewal, D., & Voss, G.B. (2002). The Influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141. https://doi.org/10.1509/jmkg.66.2.120.18470

Bakini Driss, F., Ben Lallouna, Hafsia, H & Jerbi, S. (2009). Effet de la valeur perçue de magasinage sur le comportement du consommateur: Cas d’un point de vente spécialisé, La Revue des Sciences de Gestion, 238(3), 177-185. https://doi.org/10.3917/rsg.237.0177

Bitner, M., J. (1992). Servicescapes: The impact of physical surroundings on customers and employers. Journal of marketing, 56(2), 57-72. https://doi.org/10.1177/002224299205600205

Calabuig Moreno, F., Prado-Gascó, V., Hervás, J.C., Núñez- Pomar, J., & Añó Sanz, V. (2015). Spectator emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business Research, 68(7), 1445-1449. https://doi.org/10.1016/j.jbusres.2015.01.031

10.

Cho, Hyun-Jin (2012). The Effects of Service Quality on Shopping Value and Repatronage Intention: The Case of Specialty Coffee Shops. Journal of Distribution Science, 10(4), 21-28. https://doi.org/10.15722/jds.10.4.201204.21

11.

Choi, Y. J., & Park, J. W. (2018). A study on the shopping behavior of duty-free shop users. Journal of Distribution Science, 16(8), 39-50. https://doi.org/10.15722/jds.16.8.201808.39

12.

Darian, J.C., Wiman, A.R., & Tucci, L.A. (2005). Retail patronage intentions: the relative importance of perceived prices and salesperson service attributes. Journal of Retailing and Consumer Services, 12(1), 15-23. https://doi.org/10.1016/j.jretconser.2004.01.002

13.

Diallo, M. F., Coutelle-Brillet, P., Rivière, A., & Zielke, S. (2015). How Do Price Perceptions of Different Brand Types Affect Shopping Value and Store Loyalty? Psychology and Marketing, 32(12), 1133-1147. https://doi.org/10.1002/mar.20851

14.

El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, 217-227. https://doi.org/10.1016/j.jretconser.2016.04.00

15.

Fiore, A. M., & Kim, J. (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management, 35(6), 421-442. https://doi.org/10.1108/09590550710750313

16.

Garaus, M., & Wagner, U. (2016). Retail shopper confusion:Conceptualization, scale development, and consequences. Journal of Business Research, 69(9), 3459-3467. https://doi.org/10.1016/j.jbusres.2016.01.040

17.

Garrouch, K., Mzoughi, M. N., & Tritar, N. (2012). Impact of the perceived crowding, emotions, and perceived values on the return intention: evidence from Tunisia. International Journal of Business and Emerging Markets, 4(2), 143-159. https://doi.org/10.1504/ijbem.2012.046238

18.

Garrouch, K., Mzoughi, M.-N., & Chaieb, S. (2020). An integrative model of the impact of the store environment in supermarkets and hypermarkets. Recherches En Sciences de Gestion, 138, 185-212. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=145747859&site=ehost-live

19.

Goić, M., Levenier, C., & Montoya, R. (2021). Drivers of customer satisfaction in the grocery retail industry: A longitudinal analysis across store formats. Journal of Retailing and Consumer Services, 60, 102-505. https://doi.org/10.1016/j.jretconser.2021.102505

20.

Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268. https://doi.org/10.1016/j.jretai.2003.09.006

21.

Holbrook, M.B. 1999. Consumer Value. A framework for analysis and research. Routledge, London.

22.

Hong, J. P., Kim, B. Y., & Oh, S. H. (2020). The perceivedexperiential value and service quality of auto maintenance and repair service. Journal of Distribution Science, 18(1), 59-69. https://doi.org/10.15722/jds.18.01.20201.59

23.

Hu, H., & Jasper, C. R. (2015). The impact of consumer shopping experience on consumer channel decision. Academy of Marketing Studies Journal, 19(1), 213-224.

24.

Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions. Journal of Retailing and Consumer Services, 51, 263-270. https://doi.org/10.1016/j.jretconser.2019.06.007

25.

Kamran-Disfani, O., Mantrala, M. K., Izquierdo-Yusta, A., & Martínez-Ruiz, M. P. (2017). The impact of retail store format on the satisfaction-loyalty link: An empirical investigation. Journal of Business Research, 77, 14-22. https://doi.org/10.1016/j.jbusres.2017.04.004

26.

Kang, M. J. (2020). A study on the effect of service quality, consumer empathy and shopping value on curation commerce satisfaction. Journal of Distribution Science, 18(6), 5-14. https://doi.org/10.15722/jds.18.6.20206.5

27.

Kim, E. (2012). Research on Practical Shopping Value and Consumer Attitudes on PB Products According to Perceived Quality. Journal of Distribution Science, 10(10), 35-43. https://doi.org/10.15722/jds.10.10.201210.35

28.

Kopp, S. W., & Langenderfer, J. (2014). Protecting appearance and atmospherics: Trade dress as a component of retail strategy. Journal of Public Policy and Marketing, 33(1), 34-48. https://doi.org/10.1509/jppm.09.03

29.

Lang, M., & Hooker, N. H. (2013). An empirical test of experiential shopping in food retailing. British Food Journal, 115(5), 639-652. https://doi.org/10.1108/00070701311331553

30.

Lee, J.S., Chun, S., & Choi, J. (2019). South Korean Consumers’Experiences and Underlying Shopping Mechanism of Black Friday, Journal of Distribution Science, 17(11), 63-72. http://dx.doi.org/10.15722/jds.17.11.201911.63

31.

Lee, H. J., & Yang, K. (2013). Interpersonal service quality, selfservice technology (SST) service quality, and retail patronage. Journal of Retailing and Consumer Services, 20(1), 51-57. https://doi.org/10.1016/j.jretconser.2012.10.005

32.

Lehtinen, U., & Lehtinen, J. R. (1991). Two approaches to service quality dimensions. The Service Industries Journal, 11(3), 287-303. https://doi.org/10.1080/02642069100000047

33.

Lin, M. Q., & Chiang, Y. F. (2010). The influence of store environment on perceived experiential value and behavior intention. Asia Pacific Management Review, 15(2), 281-299. https://doi.org/10.6126/APMR.2010.15.2.08

34.

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2

35.

Mehrabian, A., & Russell J. (1974). An approach to environmental psychology, MIT Press, Cambridge.

36.

Miniero, G., Rurale, A., & Addis, M. (2014). Effects of Arousal, Dominance, and Their Interaction on Pleasure in a Cultural Environment. Psychology and Marketing, 31(8), 628-634. https://doi.org/10.1002/mar.20723

37.

Stoel, L. Wickliffe V., & Lee K.H. 2004. Attribute beliefs and spending as antecedents to shopping value. Journal of Business Research, 57(1), 1067-1073. https://dx.doi.org/10.1016/S0148-2963(03)00016-X

38.

Van Camp, D., Hooker, N.H., & Souza-Monteiro, D.M. (2010). Adoption of voluntary front of package nutrition schemes in UK food innovations. British Food Journal, 112(6), 580-591. https://doi.org/10.1108/00070701011052673

39.

Vongurai, R. (2021). Factors Influencing Experiential Value Toward Using Cosmetic AR Try-on Feature in Thailand. Journal of Distribution Science, 19(1), 75-87. https://doi.org/10.15722/jds.19.1.202101.75

40.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302

바로가기메뉴

Article Contents

Vol.20 No.1

Reactions to Store Environment and Interpersonal Service Quality in Supermarkets vs Hypermarkets

Abstract

Reference

The Journal of Distribution Science