Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement |
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| Institution: | 1. CY Cergy Paris Université, 33, Boulevard Du Port, 95000 Cergy-Pontoise, France;2. Université D’Orléans – IUT de L’Indre, 5 Rue Georges Brassens, 36100 Issoudun, France;1. Korea University Business School, 145, Anam-Ro, Seongbuk-Gu, Seoul, 02841, South Korea;2. Bryant University, 1150 Douglas Pike, Smithfield, RI, 02917, USA;3. Jeju National University, 102 Jejudaehak-ro, Jeju-si, Jeju-do, 63243, South Korea;4. Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. School of Journalism and Information Communication, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, 430074, China;2. Lundquist College of Business, University of Oregon, 1208 University of Oregon, Eugene, OR, 97403, United States;1. International Business School, Guangdong University of Finance and Economics, Guangzhou, 510320, China;2. School of Business Administration, Guangdong University of Finance and Economics, Guangzhou, 510320, China |
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| Abstract: | Supermarkets use relational emails mainly to foster sales and support promotional campaigns, while brands and more exclusive retailers use more non-transactional contents in order to foster a positive attitude towards their brands, but also a better customer mood. Using the Stimulus-Organism-Response framework we study the role of relational email content and interestingness of emails emanating from supermarkets on consumer’s perceived value and on their attitude and engagement towards the supermarket, but also on their mood. Building a dedicated relational email perceived value scale and comparing three types of content, this article highlights the importance of emotional value even in a utilitarian context (supermarket). A few recommendations are offered to help supermarkets to provide value-added content to their customers in order to foster preference and loyalty in a highly competitive market where discounters are gaining shares. |
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| Keywords: | Functional value Emotional value Email content Interestingness Mood Supermarket |
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