Passionately attached or properly matched? The effect of self-congruence on grocery store loyalty

Abstract

Purpose

Fresh products' homogeneity makes it difficult for grocery stores to differentiate themselves by improving product or service quality. This study analysed grocery store loyalty from the perspective of self-congruence and compared the relative importance of affective attachment and lifestyle matching, which acts as a mediating mechanism in influencing customer loyalty.

Design/methodology/approach

Individuals in Shanghai, Guangzhou, Chengdu, Beijing and Xi'an; representative cities of China's east, south, west, north and central regions, responded to questionnaires. Altogether, 282 valid responses were obtained; structural equation modelling (SEM) was used to test the hypotheses.

Findings

The findings show that lifestyle congruence has a greater mediating effect than emotional attachment in the relationship between store-self congruence and grocery store loyalty. Furthermore, social self-congruence was the dominant dimension of store-self congruence that affects grocery store loyalty.

Research limitations/implications

The first important academic contribution of this study is the provision of knowledge on the issue of whether to focus on generating grocery store loyalty via the mediating effect of emotional attachment or lifestyle congruence. Furthermore, the empirical findings further clarify the boundary of brand attachment theory, demonstrating the limitation of this theory in explaining the mediating mechanism for self-congruence on loyalty in a context that sells low-involvement products in a collectivistic culture. Another academic contribution focuses on the examination of dominant dimensions of self-congruence.

Practical implications

This study provides a new strategy for grocery store managers to avoid the trap of homogeneous competition, namely, to clearly define consumers' social rather than personal identity. Additionally, grocery stores should focus on matching their image with target customers' lifestyles when building customer loyalty.

Social implications

This study's findings also shed light on public policy. Some implications could be increasing the layout rationality of retail commercial outlets to facilitate the interaction between grocery stores and community consumers and promoting the matching of grocery stores and consumer lifestyles. Such policies may boost grocery sales, which in turn would boost farmers' incomes.

Originality/value

Compared to previous studies, this study analysed the customer loyalty of grocery stores from the perspective of self-congruence, analysed the mechanisms by which self-congruence influences customer loyalty via the mediating effects of emotional attachment and lifestyle congruence and compared the relative significance of these two paths. Furthermore, this study clarified the relative importance of self-congruence dimensions in influencing grocery store loyalty.

Citation

Liu, H., Mu, Y., Fu, X. and Liu, Y. (2022), "Passionately attached or properly matched? The effect of self-congruence on grocery store loyalty", British Food Journal, Vol. 124 No. 11, pp. 4054-4071. https://doi.org/10.1108/BFJ-08-2021-0848