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Revisiting the supermarket in-store customer shopping experience

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  • Terblanche, Nic S.

Abstract

Marketing academics and practitioners agree on customer experience as a means for differentiation. The customer experience is challenging for retailers because it is influenced by elements which the retailer can control and elements which are beyond their control. This paper deals with the in-store customer shopping experience of a supermarket and found that merchandise assortment, interaction with staff and the internal shop environment and customers’ in-shop emotions have a strong positive and significant relationship with cumulative customer satisfaction. Customer satisfaction has a strong positive relationship with repatronage intentions. A comparison of the current study's findings with those of two similar earlier studies yielded considerable differences. The major contributions of this study are firstly the identification of differences over time of the elements of an in-store customer shopping experience in a supermarket and the role of positive emotions that are caused by supermarket shopping environments.

Suggested Citation

  • Terblanche, Nic S., 2018. "Revisiting the supermarket in-store customer shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 48-59.
  • Handle: RePEc:eee:joreco:v:40:y:2018:i:c:p:48-59
    DOI: 10.1016/j.jretconser.2017.09.004
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    1. Ye Ye & Rosmini Omar & Binyao Ning & Hiram Ting, 2020. "Exploring the Interactions of Factory Workers in China: A Model Development Using the Grounded Theory Approach," Sustainability, MDPI, Open Access Journal, vol. 12(17), pages 1-21, August.
    2. Yen-Hao Hsieh & I-Chun Chuang, 2020. "Evaluation of key factors for service experience: A comparison of tourism factories and international tourism hotels," Tourism Economics, , vol. 26(3), pages 404-436, May.
    3. Molinillo, Sebastian & Navarro-García, Antonio & Anaya-Sánchez, Rafael & Japutra, Arnold, 2020. "The impact of affective and cognitive app experiences on loyalty towards retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Pilar, Ladislav & Balcarova, Tereza & Rojik, Stanislav & Ticha, Ivana & Polakova, Jana, 2018. "Customer experience with farmers’ markets: what hashtags can reveal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    5. Anninou, Ioanna & Foxall, Gordon R., 2019. "The reinforcing and aversive consequences of customer experience. The role of consumer confusion," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 139-151.
    6. Lim, Chiehyeon & Kim, Kwang-Jae, 2018. "Experience Design Board: A tool for visualizing and designing experience-centric service delivery processes," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 142-151.
    7. Mojtaba Barari & Olivier Furrer, 2018. "The customer experience ecosystem in two cultural contexts," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 234-243, December.
    8. Grimmer, Louise & Grimmer, Martin & Mortimer, Gary, 2018. "The more things change the more they stay the same: A replicated study of small retail firm resources," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 54-63.
    9. Grzegorz Biesok & Jolanta Wyród-Wróbel, 2018. "Models of Customers Satisfaction with Supermarkets in Poland," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 4(1), pages 81-92, July.
    10. García-Arca, Jesús & Prado-Prado, J. Carlos & González-Portela Garrido, A. Trinidad, 2020. "On-shelf availability and logistics rationalization. A participative methodology for supply chain improvement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Babin, Barry J. & James, Kevin W. & Camp, Kerri & Jones, Robert Paul & Parker, Janna M., 2019. "Pursuing personal constructs through quality, value, and satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 33-41.

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