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Article
Publication date: 17 June 2021

Charles Dokcen, Vincent Obedgiu and Gideon Nkurunziza

The purpose of the study is to establish the mediating role of Perceived Service Quality on the relationship between Retail Atmospherics and Retail Store Patronage of Supermarkets

Abstract

Purpose

The purpose of the study is to establish the mediating role of Perceived Service Quality on the relationship between Retail Atmospherics and Retail Store Patronage of Supermarkets in Emerging Economies using empirical evidence from Uganda.

Design/methodology/approach

The study used a cross-sectional research design and quantitative approach to understand stand the structured reality of Retail Store Patronage of supermarkets in context of emerging economies. In the context of this study, the data were drawn from Uganda's supermarkets. A sample of 1,504 customers were selected from 136,270 customers. Data was collected from supermarket customers using closed ended questionnaire. Descriptive and inferential statistics were derived to describe the behavior of customers and draw conclusions on population using sample statistics. Correlation analysis was used to establish the degree of association between the variables. Hierarchical regression was applied to assess the unique contribution of each variable; control variables-income and age, predictor variables – Retail Atmospherics and Perceived Service Quality on dependent variable – Retail Store Patronage. Mediation was done following the four-step procedures of mediation of Baron and Kenny (1986).

Findings

The results revealed significant positive relationship between Retail Atmospherics, Perceived Service Quality and Retail Store Patronage, confirming the direct hypotheses. Perceived Service Quality partially mediated the relationship between Retail Atmospherics and Retail Store Patronage. The findings depict that Retail Store Patronage is influenced directly by Retail Atmospherics and indirectly through Perceived Service Quality as a mediating variable. However, in situations where the atmospherics is good but perceived service quality is poor, Retail Store Patronage may not be fully realized.

Originality/value

The study provides information that is relevant for filling the practical and theoretical gap in the Retail Store Patronage in Ugandan supermarkets. Previous research studies investigated patronage behavior of shoppers in single retail units yet there is paucity of research on patronage behavior across different retail formats in the world. This study can be generalized and have strategic implications to developing economies that seek to grow and sustain their businesses. It points to the gaps that are normally overlooked and could lead business failure. The focus of most previous studies were on developed economies more especially Europe and America. This study in particular focused on the role of perceived service quality in the relationship between retail atmospherics and customer retail store patronage in emerging economies like Uganda as a testing ground.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 8 September 2017

Achchuthan Sivapalan and Charles Jebarajakirthy

Enhancing retailing service quality (RSQ) serves as a basic strategy for gaining competitive advantage in the retailing industry and enables retailers to make a loyal customer…

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Abstract

Purpose

Enhancing retailing service quality (RSQ) serves as a basic strategy for gaining competitive advantage in the retailing industry and enables retailers to make a loyal customer base. The purpose of this paper is to propose and empirically investigate a comprehensive mechanism for enhancing customer loyalty to retail stores via service quality practices. This study suggests information on retailers can be the antecedent of the RSQ and its dimensions, thereby proposing a comprehensive mechanism for enhancing customer loyalty to retailers.

Design/methodology/approach

The data were collected using questionnaire surveys from 2,375 customers of three main supermarkets in Sri Lanka. After testing the measurement model, two structural models were run to test hypotheses.

Findings

The findings showed that the RSQ positively influenced customer loyalty. From all the RSQ dimensions, the store’s physical aspects, personal interaction and policy had a significant influence on customer loyalty. The findings also demonstrated that information on retailers contributes to enhancing a customer’s favorable evaluation of the supermarket’s physical aspects, personal interaction and retailing policy.

Research limitations/implications

This study was conducted with supermarket customers in one country using the cross-sectional data. Hence, the model should be replicated among retail customers in other countries with the longitudinal data.

Practical implications

Practically, this study recommends to retailers which dimensions of service quality they need to focus to enhance customer loyalty to their business. The study furthermore recommends certain dimensions that need to be emphasized while retailers design their promotional and communication programs.

Originality/value

Information on retailers has been suggested as an antecedent for enhancing supermarkets’ service quality practices. Thus, this study proposes a comprehensive mechanism for enhancing customer loyalty to retailers via service quality practices.

Details

Marketing Intelligence & Planning, vol. 35 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 19 May 2009

Jayant Anand

This chapter evaluates the proliferation of supermarkets in developing countries using data collected between May 2005 and June 2006 in Citlalicalli, Mexico. Contrary to the…

Abstract

This chapter evaluates the proliferation of supermarkets in developing countries using data collected between May 2005 and June 2006 in Citlalicalli, Mexico. Contrary to the experience of most developed countries, this study revealed that supermarkets and small retailers can coexist by catering to different income groups and product categories. Consumer choices are driven by the desire to reduce transaction costs in terms of time and money. In striking a balance between the two, consumers look for retail outlets that offer them the best value for their money with the least amount of time spent in shopping trips. Location of the store plays a critical role in buying choices that consumers make. In developing countries, generally, only high-income consumers can afford to own cars and choose to buy most products in supermarkets. Consumers without cars buy frequently purchased goods (foods) in small stores and infrequently purchased goods (consumer durables) in supermarkets.

Details

Economic Development, Integration, and Morality in Asia and the Americas
Type: Book
ISBN: 978-1-84855-542-6

Article
Publication date: 2 January 2018

John L. Stanton

The purpose of this paper is to provide a historic perspective on the supermarket industry that has changed from the small Mom and Pop stores to major supermarket chains.

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Abstract

Purpose

The purpose of this paper is to provide a historic perspective on the supermarket industry that has changed from the small Mom and Pop stores to major supermarket chains.

Design/methodology/approach

This study is a review of secondary information from trade literature, popular new media and academic publications.

Findings

The changes in supermarkets and food stores followed the trends in how consumers have changed and developed. As consumers around the world continue to change, so will food retailers.

Research limitations/implications

The author could have included more on the development in underdeveloped countries.

Practical implications

This paper has practical implication in that to understand that food retailers must continue to follow consumer and technology changes if they want to grow and prosper. To quote Winston Churchill, “The farther backward you can look, the farther forward you are likely to see.”

Social implications

Supermarkets must be responsive to consumer changes and as consumer become more demanding for convenience so must supermarkets must continue to provide it or disappear.

Originality/value

This study is original to the extent that it brought together the different eras in supermarket. The actual changes have been well known.

Details

British Food Journal, vol. 120 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 14 June 2013

Hai Thi Hong Nguyen, Steve Wood and Neil Wrigley

The purpose of this paper is to trace the modernisation of the retail structure of Vietnam from a closed market to one that is increasingly open to retail transnational…

1907

Abstract

Purpose

The purpose of this paper is to trace the modernisation of the retail structure of Vietnam from a closed market to one that is increasingly open to retail transnational corporation (TNC) entry and associated Western retail formats.

Design/methodology/approach

The authors undertake this study of retail change through the analysis of a wide range of governmental and industry secondary data – much of which has not entered western academic debate given the challenges of access and translation. In doing so, this period of adaptation is related to well‐known studies concerning the diffusion of western forms of retailing discussed across the social sciences.

Findings

As a country encountering the third wave of supermarket proliferation within emerging markets, Vietnam's experience is found to broadly fit the models of retail foreign direct investment (FDI) entry and retail “modernisation” suggested by Natawidjaja et al. and Dries et al. The retail change process was affected by a slow, progressive creep of market liberalisation where, as late as 2009, a foreign partner could hold only up to 49 per cent of capital in a joint venture. While analysis of the evidence suggests some retailers flouted these laws or employed creative approaches to mitigating their effects, such regulations clearly underpinned a less intense initial influx of retail FDI than had been experienced elsewhere in Asia and maintained a high domestic ownership level in the retail market. Retail modernisation has intensified in recent years, with greater international entry, expansion and retail format proliferation diffusing from cities to more rural locations, though the top five grocery operators still account for less than 4 per cent of the grocery market.

Originality/value

Studies within retail management of retail internationalisation have tended to focus on fully liberalised countries that have attracted high rates of retail capital. In contrast, this paper focuses on understanding the emergence of one of the countries somewhat later to these trends.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 18 August 2020

Pilar Gardiazabal, Constanza Bianchi and M. Abu Saleh

The purpose of this paper is to investigate if retail services have a transformative potential to improve the well-being of customers in a Latin American market. Transformative…

Abstract

Purpose

The purpose of this paper is to investigate if retail services have a transformative potential to improve the well-being of customers in a Latin American market. Transformative studies have been conducted mostly in developed countries, and consumer well-being in a Latin American supermarket context has not been addressed previously. Specifically, this study aims to understand if customer satisfaction with a supermarket experience in Chile leads to positive customer well-being. Additionally, it is examined if customer well-being influences firm outcomes, such as customer loyalty, word-of-mouth (WOM) communication or retailer equity.

Design/methodology/approach

A conceptual model was developed, and data was collected through an online survey from 866 customers of a large supermarket chain in Chile. Hypotheses were tested with structural equation modeling.

Findings

The findings of this study support all the hypotheses of the model and confirm that customer satisfaction has direct and indirect effects on customer loyalty and other firm outcomes through customer well-being.

Research limitations/implications

This research is among the few studies in the academic literature that considers retail experience and well-being outcomes for supermarket customers in a Latin American context. Limitations derive from the cross-sectional nature of this study.

Practical implications

There are implications from this study contributing to the literature on customer retail experience, in terms of the potential to transform supermarket shopping in a Latin American country. This is particularly relevant in Latin America as the extent to which for-profit organizations acknowledge their relevancy of the individuals’ well-being is still at its infancy.

Social implications

This research provides empirical support to the importance of not only looking at traditional measures such as WOM, equity and loyalty but looking into the impact services have for customers’ life and well-being.

Originality/value

This study contributes to the services literature and addresses a gap in it by exploring the transformative potential of supermarket shopping on customer well-being and in turn the role of customer well-being in retail firm outcomes. The findings also contribute in considering Chile, a Latin American context that has been overlooked in the transformative services studies. This provides managerial implications for domestic and global companies that offer grocery retailing for consumers in this region.

Article
Publication date: 1 February 2001

T. Wing‐Chun Lo, Ho‐Fuk Lau and Gong‐Shi Lin

There is an argument that the channel of distribution reflects the economic development of a country. China is a developing country. When supermarket technology was introduced to…

7047

Abstract

There is an argument that the channel of distribution reflects the economic development of a country. China is a developing country. When supermarket technology was introduced to China in 1981, supermarkets were mainly serving visitors from overseas. When the economic environment improved during the 1990s, supermarkets in China shifted focus to the local community. The findings of this study showed that the nature of problems faced by supermarkets changed over time during the past 18 years. In the 1980s, most of the problems were related to technology transfer and the support from supplementary industries. In the 1990s, the problems were mainly related to competition and management issues. If China joins the WTO the Chinese government will speed up the development of the service industry. Supermarkets will then become a new power in the retailing industry in China. Multinational retailing giants will play a significant role in the technology transfer. However, their presence will also create tremendous pressure on local operators, forcing many inefficient ones out of the retailing scene.

Details

International Journal of Retail & Distribution Management, vol. 29 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 27 June 2019

Felicitas Evangelista, Brian Koon Low and Minh Thanh Nguyen

Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of…

1265

Abstract

Purpose

Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of motivation, store attributes and demographic factors on the predictive outcome of store format choice in Vietnam.

Design/methodology/approach

A logistic regression model is used to determine the effect of these factors on the predictive outcome of traditional markets or supermarkets in purchasing non-food products or processed food products.

Findings

The dichotomy between what supermarkets and traditional markets have to offer is simple but effective. Utilitarian-motivated shoppers are more likely to shop at traditional markets. They emphasize the need to buy products quickly, find a good price, with less travel time and hence lower travel costs. Hedonistic shoppers are motivated by feelings of happiness; they shop to relieve stress and to keep up with trends. Significant difference in store choice also exists between older and higher income shoppers.

Research limitations/implications

Future research should examine the sociocultural dimensions of shopping at traditional stores by exploring how such shopping relates to, and is embedded in, the formation and changes of individual identity, especially in communities outside of Ho Chi Minh City where shoppers are almost entirely dependent on traditional stores.

Practical implications

Traditional stores have the benefit of convenient location and savings in both time and travel costs. These benefits are being eroded as supermarkets and transnational retail corporations establish new stores close to the traditional stores.

Social implications

Shopping at traditional markets is part of the social culture and is embedded in individuals’ identity formation, despite increasing urbanization and shoppers’ higher incomes.

Originality/value

This study comprehensively explores the interactions between store choice and motivation, store attributes and demographic factors, taking into account contemporary and contextually relevant factors.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 3 June 2014

Madhurima Deb and Ewuuk Lomo-David

The deployment of analytic hierarchy process (AHP) to help the retail industry to recognize which retail service quality (RSQ) dimensions require attention to create a sustainable…

1965

Abstract

Purpose

The deployment of analytic hierarchy process (AHP) to help the retail industry to recognize which retail service quality (RSQ) dimensions require attention to create a sustainable competitive advantage. The purpose of this paper is to use a comparative evaluation model to compare retail stores (supermarkets) across several RSQ dimensions, validated and tested RSQ model in the context of Indian supermarkets and explore the existence of RSQ gap by studying the difference between customers’ perception and expectations.

Design/methodology/approach

This study deploys AHP in which the decision problem is broken down into hierarchy; thus customer preference involves the structuring of a hierarchy in terms of the overall objective, the selection criteria and the decision alternatives. AHP technique allows pairwise comparisons to be made among the alternatives with respect to the service dimensions.

Findings

This study validated the formal RSQ scale developed by Dabholkar et al., (1996) by a modification that led to making it more suitable to the Indian context.

Research limitations/implications

This research does not provide guidance on different course of action to be taken. Though this study identifies which service dimensions require improvement, it does not provide guidance on an appropriate action plan to address deficiencies.

Practical implications

Prospective and existing retailers can use this instrument effectively to measure the quality of their services as perceived by customers in comparison to their competition. This work will not only help the supermarkets to improve their competitive positioning in the marketplace but will help them to identify areas of services needing improvement on priority basis.

Originality/value

Application of AHP to determine the best customer preference is the first ever done in RSQ studies. It does open up another dimension for further studies.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 September 2000

Mohammed A. Al‐Sudairy and N.K.H. Tang

Many studies have been carried out on how Information Technology (IT) has transformed ways of doing business, but little is known about IT in the retail food industry in Saudi…

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Abstract

Many studies have been carried out on how Information Technology (IT) has transformed ways of doing business, but little is known about IT in the retail food industry in Saudi Arabia. The study reported here is the first to shed light on the usage of IT in the Saudi supermarket industry and to report outcomes which will set the scene for further investigation. This study was conducted to investigate the use of IT in Saudi supermarkets, the barriers to usage and the benefits gained in their business. The methods selected for this study were personal interviews and questionnaires with the MIS managers of the 21 supermarkets listed in the 1995‐1996 Saudi Business trade directory published by Kompass.

Details

International Journal of Retail & Distribution Management, vol. 28 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

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