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Model construction of engagement and outcomes in consumers food life: Evidence from chain stores customer

Saman Sheikhesmaeili (Department of Business Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran)
Sana Hazbavi (Department of Public Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran)

British Food Journal

ISSN: 0007-070X

Article publication date: 6 November 2018

Issue publication date: 1 May 2019

678

Abstract

Purpose

The purpose of this paper is to determine the impact of food-related lifestyle (FRL) and food-related personality traits (FRPTs) on customer satisfaction and loyalty so that sufficient evidence for forming a new pattern of predictors of customer satisfaction and loyalty can be explored.

Design/methodology/approach

The research method in this study was the descriptive type and was based on the goal of the applied research methods. Data were collected from 384 sample group consumers of chain stores in the city of Tehran. The hypothesized relationships were tested using structural equation modeling (SEM).

Findings

Final results of study showed the significant effects of FRL and FRPT on satisfaction and loyalty of consumers. This indicates that aforementioned variables can create customer satisfaction and loyalty toward food. The research conceptual model was confirmed with goodness of fit.

Research limitations/implications

First, the sample consisted of customers who use a wide range of food despite diverse motives and interests. While knowing that costumers’ specific traits about food would have provided a more detailed and comprehensive understanding, conducting research in a set of general food consumer without considering special foods category could be a limitation. Second, and more importantly, since the customer behavior in consumption choices is an unconscious and cognitive process, other factors and domain that are linked to customer satisfaction and loyalty would have been missed.

Practical implications

This study shows that understanding the behavioral aspects of food consumption can help food producing companies to adjust their production and specially to foresee changes. Marketers are advised to investigate customer traits to promote customer satisfaction and loyalty effectively. This paper contributes to the body of knowledge in food marketing.

Originality/value

The present study offers a unique and valuable insight into a customer’s behavior and deepens customer satisfaction and loyalty by incorporating FRL, food neophobia scale and food involvement scale as independent variables to contribute knowledge in the context of food marketing, and throws some light upon the predictive power of mentioned variables on customer behaviors.

Keywords

Citation

Sheikhesmaeili, S. and Hazbavi, S. (2019), "Model construction of engagement and outcomes in consumers food life: Evidence from chain stores customer", British Food Journal, Vol. 121 No. 1, pp. 218-239. https://doi.org/10.1108/BFJ-06-2017-0344

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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