How Does Perceived Convenience Retailer Innovativeness Create Value for the Customer?
AbstractThis research aims to present a value-based, consumer-centric view of convenience retailer innovativeness. It draws on focus groups undertaken with convenience store consumers in Taiwan. The results show that consumers evaluate the innovativeness of a convenience retailer through not only novel products but also creative services, communications, and store atmosphere. The research concludes that perceived convenience retailer innovativeness (PCRI) can enhance customer loyalty by increasing customers' perceived value in four distinct value dimensions: convenience, emotion, quality, and price. Summarizing the findings from the focus group interviews and previous literature, this research proposes a consumer processing model.
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Bibliographic InfoArticle provided by College of Business, and College of Finance, Feng Chia University, Taichung, Taiwan in its journal International Journal of Business and Economics.
Volume (Year): 12 (2013)
Issue (Month): 2 (December)
perceived convenience retailer innovativeness; perceived value; qualitative research;
Find related papers by JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
- L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
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