Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers
The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth....
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-08-01
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| Series: | Behavioral Sciences |
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| Online Access: | https://www.mdpi.com/2076-328X/10/8/127 |
| _version_ | 1827711610065518592 |
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| author | Kim Janssens Wim Lambrechts Henriëtte Keur Janjaap Semeijn |
| author_facet | Kim Janssens Wim Lambrechts Henriëtte Keur Janjaap Semeijn |
| author_sort | Kim Janssens |
| collection | DOAJ |
| description | The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth. The impact of the retail formats is evaluated on the importance and performance of the value types, using a questionnaire for each of the retail formats. The relationship between the value types and outcomes is tested with partial least squares structural equation modeling (PLS-SEM). Aesthetics, Altruistic value, and Efficiency are positively linked to Satisfaction. In addition, Efficiency is the key driver for Repurchase intention and has a positive impact on Word-of-Mouth. A positive Word-of-Mouth is predicted by Social value and Service excellence. The three examined retail formats show a difference in Holbrook’s value types. Overall, the results of the non- and soft discounters differ from the hard discounters. Remarkably, and contrary to previous studies, the soft discounter’s scores are the highest meaning that consumers are most critical for this retail format. It seems that consumers expect the best of both worlds at soft discounters: low prices, interesting bargains, easy access, but also appealing store design, and excellent service. |
| first_indexed | 2024-03-10T17:58:01Z |
| format | Article |
| id | doaj.art-6d0fbf23c2174c6c9e80d589c31c5cd4 |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-10T17:58:01Z |
| publishDate | 2020-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-6d0fbf23c2174c6c9e80d589c31c5cd42023-11-20T09:06:16ZengMDPI AGBehavioral Sciences2076-328X2020-08-0110812710.3390/bs10080127Customer Value Types Predicting Consumer Behavior at Dutch Grocery RetailersKim Janssens0Wim Lambrechts1Henriëtte Keur2Janjaap Semeijn3Faculty of Management, Department of Marketing and Supply Chain Management, Open Universiteit, Valkenburgerweg 177, 6401 DL Heerlen, The NetherlandsFaculty of Management, Department of Marketing and Supply Chain Management, Open Universiteit, Valkenburgerweg 177, 6401 DL Heerlen, The NetherlandsFaculty of Management, Department of Marketing and Supply Chain Management, Open Universiteit, Valkenburgerweg 177, 6401 DL Heerlen, The NetherlandsFaculty of Management, Department of Marketing and Supply Chain Management, Open Universiteit, Valkenburgerweg 177, 6401 DL Heerlen, The NetherlandsThe purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth. The impact of the retail formats is evaluated on the importance and performance of the value types, using a questionnaire for each of the retail formats. The relationship between the value types and outcomes is tested with partial least squares structural equation modeling (PLS-SEM). Aesthetics, Altruistic value, and Efficiency are positively linked to Satisfaction. In addition, Efficiency is the key driver for Repurchase intention and has a positive impact on Word-of-Mouth. A positive Word-of-Mouth is predicted by Social value and Service excellence. The three examined retail formats show a difference in Holbrook’s value types. Overall, the results of the non- and soft discounters differ from the hard discounters. Remarkably, and contrary to previous studies, the soft discounter’s scores are the highest meaning that consumers are most critical for this retail format. It seems that consumers expect the best of both worlds at soft discounters: low prices, interesting bargains, easy access, but also appealing store design, and excellent service.https://www.mdpi.com/2076-328X/10/8/127consumer behaviorcustomer valuegrocery retail formatssatisfactionrepurchase intentionWord-of-Mouth |
| spellingShingle | Kim Janssens Wim Lambrechts Henriëtte Keur Janjaap Semeijn Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers Behavioral Sciences consumer behavior customer value grocery retail formats satisfaction repurchase intention Word-of-Mouth |
| title | Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers |
| title_full | Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers |
| title_fullStr | Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers |
| title_full_unstemmed | Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers |
| title_short | Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers |
| title_sort | customer value types predicting consumer behavior at dutch grocery retailers |
| topic | consumer behavior customer value grocery retail formats satisfaction repurchase intention Word-of-Mouth |
| url | https://www.mdpi.com/2076-328X/10/8/127 |
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