Enhancing value for Chinese shoppers: The contribution of store and customer characteristics |
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| Authors: | Amy Wong Alison Dean |
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| Institution: | 1. Universitas 21 Global, 5 Shenton Way, #01–01, UIC Building, Singapore 068808, Singapore;2. Faculty of Business & Law, The University of Newcastle, Callaghan, NSW 2308, Australia;1. College of Business Administration (COBA), Prince Mohammad Bin Fahd University, Al-Khobar 31952, Saudi Arabia;2. Centre for Logistics & Heuristic Optimisation (CLHO), Kent Business School, University of Kent, Canterbury CT2 7PE, UK;3. Department of Industrial Engineering, American University of Sharjah, Sharjah, United Arab Emirates;1. SOAS University of London, School of Financial and Management, Thornhaugh Street, Russell Square, London WC1H OXG, United Kingdom;2. The University of Alabama, Box 870225, Culverhouse College of Commerce, Tuscaloosa, AL 35487, United States;3. Manchester Business School, The University of Manchester, Booth Street West, Manchester M15 6PB, United Kingdom |
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| Abstract: | This study tested the relationships between store and customer characteristics with perceived value and customer loyalty in retailing in China. Survey data were collected from shoppers in department stores (n=200) and supermarkets (n=200) in the tier 2 coastal city of Tianjin. Data for each type of store were analysed separately using structural models. In supermarkets, value was predicted by quality and price, but for department stores, only the customer orientation of the store was significant, suggesting that customers seek different shopping experiences in each context. In each case, value mediated the links to loyalty and, for supermarkets, choice of merchandise and consumer time pressure demonstrated direct links to loyalty. The paper discusses the implications of the findings, and concludes with possible future research. |
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