Evidence Supporting the Importance of Brands in Marketing Computer Products

ABSTRACT

For convenience store (c-store) management to be truly customer-focused, they must listen to their customers and provide the products that meet customers' needs. This study investigates one aspect of c-store customer satisfaction, the product mix. The purpose of this paper is to investigate c-store customers' perceptions of product offerings to expand the c-store's product mix and in turn increase customer satisfaction. Fourteen products were examined. Of the fourteen, three were rated very likely to be purchased: postal services, home style meals, and a salad bar. Differences in preference were found between gender and marital status. Men and single customers had higher purchase intentions for the home style meals than women and married customers. Suggestions for future research are provided.     

Investigating Aspects of Customer Satisfaction at the C-Store: The C-Store Product Mix and Image

ABSTRACT

A recent investigation into the convenience store (c-store) product mix called for further research into c-store customers' preferences for additional product offerings and non-c-store shoppers' reasons for not patronizing a c-store. This paper answers that call by investigating a cross-section of c-store customers to identify their perceptions of product offerings to expand the c-store's product mix and in turn increase customer satisfaction. In addition, this study explores c-store non-users' perceptions of the c-store image to understand why they do not patronize c-stores. Fourteen products were examined. Of the fourteen, only one was rated very likely to be purchased: postal services. The top three reasons provided for not patronizing a c-store were (1) inconvenient location, (2) high prices and (3) loyalty to other retailers. Suggestions for future research are provided.     

The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store

Retailers have treated the buy-online-and-return-in-store (BORS) policy as an important initiative to reduce return losses and provide a better customer experience. Studies on BORS policy have primarily focused on the retailer's strategic value, but not on how such a seamlessly integrated omnichannel operation affects customer behavior. Using Chinese customer data and the structural equation model (SEM), we investigate how BORS channel integration impacts customer behavioral intentions, with the consideration of the mediating effect of customer satisfaction and the moderating effect of offline store characteristics. Based on the stimulus-organism-response framework, our research found that two dimensions of BORS channel integration (integrated return fulfillment and integrated customer service) positively impact customer satisfaction and subsequently impact behavioral intentions in different channels. Furthermore, offline store convenience moderates the relationship between integrated customer service and customer satisfaction. Product variety in the offline store moderates the relationship between customer satisfaction and offline behavioral intentions, while it is not statistically significant in the relationship between customer satisfaction and online behavioral intentions. Compared to the younger group, the older group who is satisfied with BORS service is more likely to purchase offline. These findings generate important theoretical and practical implications for omnichannel return operations.     

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

Today the Indian traditional retail shopper visiting various hypermarkets formats for purchasing and enjoying their valuable time with their family members and friends, as these formats offer hedonic shopping values. 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 repatronage intentions with the help of proposed research framework based on 329 responses. Confirmatory factor analysis 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 repatronage 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 enhance the loyalty and repatronage intentions in the customer in this current competitive retail scenario.     

Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers

Online stores of multichannel retailers continue to lag pure internet retailers with reference to consumers' shopping intentions and sales. This study develops and tests a framework in which (a) trust and attitude (conceptualized as a second-order construct with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity between the multichannel retailer's land-based and online stores (conceptualized as a second-order constructs made up of seven dimensions: aesthetic appeal, navigation convenience, transaction convenience, atmosphere, service, price orientation, and security) influences trust in and attitude toward the online store, and (c) congruity between consumers' self-image and perceived image of the online store influences trust in and attitude toward the online store. The findings provide robust support for the framework and have strong implications for theory and practice.     

Running for pleasure or performance? How store attributes and hedonic product value influence consumer satisfaction

Previous retailing studies have linked consumer satisfaction to perceived hedonic or utilitarian product value. This research extends previous studies by examining how the context in which the product is purchased (store attributes) and product value influence consumer satisfaction. We conducted a field study with 213 consumers attending two major running events. The findings from structural equation modelling suggest that a specific combination of store attributes (tangible and intangible) and hedonic product value has a positive influence on satisfaction. Results also show that tangible store attributes have a stronger positive impact on utilitarian (vs. hedonic) product value, and that intangible store attributes have a positive impact on hedonic product value. However, we found that only hedonic product value has a positive impact on satisfaction. This research contributes to theory by showing that a match between store attributes (tangible and intangible) and hedonic product value can positively influence satisfaction. In managerial terms, the findings provide insights on how to improve consumer satisfaction in retail environments through store attributes and hedonic product value.     

Retailer Categorization: How Store-Format Price Image Influences Expected Prices and Consumer Choices

Prior research indicates that consumers may base their retail decisions (e.g., store choice, purchase quantity) on price image, which has been defined as consumer perceptions “of the aggregate price level of a retailer” (Hamilton and Chernev 2013, p. 2). The present research shows that consumers associate different price images not only with specific retailers, but more broadly with various store formats — such as grocery stores, convenience stores, and specialty stores. Six studies provide evidence that store-format price image exerts influence on consumer price expectations and store choice decisions, and that these retailer categorization effects are distinct from the effects of retailer price image.     

Beyond window signs: Understanding the affect‐based effects of window signs on store patronage intentions

Store managers commonly use window signs to decorate their stores and, more importantly, to communicate store‐related information to their customers. This research investigates the role window signs play in influencing consumers’ attitudes and store patronage intentions. Empirical evidence from two studies (data from a real‐life store environment and from an experimental setting) indicates that window signs generate positive inferences to consumers about the store image and the store promotion value, which ultimately influence consumers’ patronage intentions. Furthermore, this study proposes and tests a model suggesting that window signs represent a diagnostic cue from which consumers infer a sense of place identity. The results show that place identity partially mediates the relationship between consumers’ attitude toward window signs and consumers’ store patronage intentions. Moreover, this study includes the store manager's perspective and finds evidence that retail managers have positive attitudes toward window signs, which encourage them to rely on this promotional tool to announce store promotions. Implications of the findings for the role of window signs are discussed.     

Retail service quality,corporate image and behavioural intentions: the mediating effects of customer satisfaction

This study investigates the relationships between service quality, corporate image, satisfaction and behavioural intentions. A structural equation modelling (SEM) approach is applied to test the proposed conceptual framework, using data collected from 404 supermarket customers in China. The structural model suggests that customer satisfaction fully mediates the impact of retail service quality on behavioural intentions (e.g. intention to recommend and repurchase). The results also indicate that retail service quality significantly influences customer perceptions of corporate image. The relationship between corporate image and behavioural intentions is fully mediated by satisfaction.     

Do Consumption Goals Matter? The Effects of Online Loyalty Programs in the Satisfaction‐Loyalty Relation

This study investigates the effects of online loyalty programs in the customer satisfaction‐loyalty relationship. It is proposed that loyalty programs may induce loyalty toward programs (program loyalty), which may then influence loyalty toward stores (store loyalty). According to the results of a two‐wave survey, consumption goals matter in the effects of program loyalty on online store loyalty. For consumers with hedonic goals, hedonic program loyalty (e.g., free gifts) has a significant effect on online loyalty. For consumers with utilitarian goals, however, utilitarian program loyalty (e.g., coupons) has a significant influence on online loyalty. Theoretical and managerial implications are also discussed.     

Do Farmers' Market and Specialty Food Store Customers Differ in the Effects of Perceived Utilitarian and Hedonic Shopping Values?

This study explored differences in the effects of perceived utilitarian and hedonic shopping values on customer satisfaction for the two separate groups of the agricultural product marketing channel: farmers' markets and specialty food stores. Empirical data were collected from customers of agricultural product retailers located in Taiwan (N = 412). The results show that different agricultural product marketing channels provide different values to their customers. Farmers' market customers experience a greater hedonic value, and specialty food store customers experience a greater utilitarian value. In addition, the perceived utilitarian and hedonic shopping values of farmers' market customers are more highly positively associated with customer satisfaction than are those of specialty food store customers.     

What's in the box? Investigating the benefits and risks of the blind box selling strategy

This study explores the benefits and risks of the blind box selling strategy, a unique type of marketing approach wherein consumers purchase a package from a retailer without knowing its content. To this end, this study develops a new framework by incorporating hedonic benefits, perceived risk, risk propensity, customer delight, and brand evangelism in an integrated conceptual model. The findings of a survey of 486 respondents demonstrate that hedonic benefits have a positive influence on customer delight, while perceived risk has a negative effect, and risk propensity moderates the relationship between the two constructs. The findings also reveal that customer delight stimulates brand evangelism and mediates the relationship between hedonic benefits, perceived risk, and brand evangelism. This research highlights the importance of the blind box selling strategy and provides valuable managerial insights for brand managers.     

Competitive strategies in retailing—an investigation of the applicability of Porter's framework for food retailers

The objective of this research is to develop a framework for competitive strategies in food retailing. Managers of food retail channels were surveyed in order to derive the basic dimensions of competitive advantages that companies attempt to achieve in this industry sector. In a second study based on consumers, the central dimensions of retail store perception were investigated. Both studies reveal that three basic types of competitive advantage seem to prevail in food retailing: (1) price, (2) quality (with a comprehensive set of quality-orientated instruments, including customer service), (3) convenience. We find quality leadership and price leadership to be independent factors which can be achieved without conflicting with one another.     

A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction,trust and loyalty to the retailer)

This study investigates the impact of a retailer's Corporate Social Responsibility (CSR) policy and its price image on retailer personality, along with the impact of these two variables on the consequences of retailer personality: consumers' satisfaction, trust and loyalty toward the retailer (measured by their attitude and future behavioral intentions). Data were collected on a convenience sample of 352 consumers of a French grocery retailer. Using Partial Least Squares analysis (PLS), we show that perceived Corporate Social Responsibility and price image have a significant positive/negative influence on retailer personality traits (“agreeableness” and “conscientiousness”/“disingenuousness”) and that Corporate Social Responsibility has also a significant positive influence on the “sophistication” personality trait. For the consequences examined (satisfaction, trust and loyalty to the retailer), we show that Corporate Social Responsibility, price image and retailer personality have a direct or indirect impact on these dependent variables.     

Consumer perceptions to support IoT based smart parcel locker logistics in China

In recent years, the adoption of Internet of Things (IoT) based smart parcel lockers has developed very rapidly in Asia due to the wider applications from retailers, e-commerce companies, logistics companies, and consumers. The revolution of smart technologies has transformed the traditional way of last-mile delivery from logistics outlets to IoT-based parcel lockers due to the flexibility, convenience, and 24/7 accessibility. However, there are still many obstacles affecting the transformation of last-mile delivery especially in consumers perceptions towards the smart technologies. Therefore, in this study, we performed research based on the theory of service quality and customer satisfaction in the adoption of relevant technologies. This article divides the smart parcel lockers' service quality into five dimensions: service price, service reliability, convenience, fault handling capability, and service diversity. In this study, 272 valid questionnaires were collected from China to investigate consumer satisfaction with the smart parcel locker services. Statistical analysis, including the reliability and validity, was performed, followed by confirmatory factor analysis (CFA). The correlation between variables and the degree of influence on customer satisfaction and regression analysis was also undertaken in this study. The results revealed that the service price does not positively affect consumer satisfaction, and the other four underlying factors have a positive effect on consumer satisfaction. This research has significant impacts by determining the parcel lockers' core factors so as to foster the further development of last-mile services in the future.     

Social interaction,convenience and customer satisfaction: The mediating effect of customer experience

The present study is an effort to investigate the impact of both convenience and social interaction on customer satisfaction and the mediating role of customer experience. A structured questionnaire was used to collect data (n=840) using systematic sampling from department store shoppers of age 18 years and above in India. Multivariate data analysis techniques like Exploratory Factor Analysis and Structural Equation Modeling were used to analyze the data. Results revealed that convenience and social interaction affect both customer experience and customer satisfaction. Arguably, this paper is the first to examine the four constructs namely, social interaction, convenience, customer satisfaction and customer experience using them together in the same model. Academic and managerial implications are further discussed.     

Weathering consumer pricing sensitivity: The importance of customer contact and personalized services in the financial services industry

In a low-cost switching environment, certain firm actions undertaken by service employees can improve consumer loyalty, satisfaction and reduce price sensitivity. Interestingly, consumers' satisfaction levels can actually increase when experiencing a price increase. Counterintuitively, when consumers experience a price decrease, their loyalty decreases, suggesting that it might be in the firm's best interest to not offer such pricing discounts as these customers may be hypersensitive to price. Overall, it appears much easier for service employees to positively influence customer satisfaction than customer loyalty; satisfied consumers do not necessarily become loyal consumers.     

Creating a satisfying internet shopping experience via atmospheric variables

The purpose of this research was to identify the atmospheric variables that contributed to satisfaction for internet consumers with different orientations toward shopping. Atmospheric categories that were proposed for studying internet environments included external and internal variables, layout and design, point‐of‐purchase, and customer services. Some consumers had a convenience orientation toward shopping on the internet, while others were apprehensive, apathetic, and highly involved in internet shopping. A segment of internet consumers also exhibited positive orientations toward store shopping. Results showed that some atmospheric variables influenced satisfaction for all consumers, regardless of their shopping orientation; however, some variables were contributors of satisfaction for specific shopping segments.     

What drives customers’ post-purchase price search intention in the context of online price matching guarantees

Using a research model based on customer value theory, this study investigates the determinants of customer post-purchase price comparison searches in the context of online price-matching guarantees (PMG). Data collected from 222 eligible respondents are tested against the proposed research model using partial least squares structural equation modeling (PLS-SEM). The results indicate two PMG characteristics, refund length and refund scope, influence utilitarian benefit (i.e., refund depth) and hedonic benefit (i.e., playfulness). These two benefits subsequently contribute to customer perceived value, which leads to price search intentions. This study pioneers the exploration of online PMGs and the determinants of customer post-purchase price search intentions. Several important theoretical and practical implications can be drawn from the findings to guide online retailers’ PMG strategies.     

The social significance of AI in retail on customer experience and shopping practices

This paper draws on practice-informed, ethnographic research to develop an understanding of the novel social consequences and opportunities afforded from consumers' interactions with AI digital humans as part of the in-store shopping experience. We reveal and interrogate consumers’ experiences with AI digital humans in an exploratory study undertaken during the launch phase of an in-store kiosk digital store greeter in a flagship store of a large national technology and appliance chain. Our findings contribute to understanding the social significance of AI in retail on customer experience (CX) and the managerial implications of consumers interactions with AI digital humans are described and discussed.