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How Does Perceived Convenience Retailer Innovativeness Create Value for the Customer?

  • Chen-Yu Lin

    (Department of International Trade, Feng Chia University, Taiwan)

  • David Marshall

    (University of Edinburgh Business School, University of Edinburgh, UK)

  • John Dawson

    (University of Edinburgh Business School, University of Edinburgh, UK Institute for Retail Studies, University of Stirling, UK)

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    This 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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    Article 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)
    Pages: 171-179

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    Handle: RePEc:ijb:journl:v:12:y:2013:i:2:p:171-179
    Contact details of provider: Postal: 100 Wenhwa Road, Seatwen, Taichung
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    1. Richard B. Freeman & Alice O. Nakamura & Leonard I. Nakamura & Marc Prudhomme & Amanda Pyman, 2011. "Wal-Mart innovation and productivity: a viewpoint," Canadian Journal of Economics, Canadian Economics Association, vol. 44(2), pages 486-508, May.
    2. Kunz, Werner & Schmitt, Bernd & Meyer, Anton, 2011. "How does perceived firm innovativeness affect the consumer?," Journal of Business Research, Elsevier, vol. 64(8), pages 816-822, August.
    3. Shih-Fen S Chen, 2009. "A transaction cost rationale for private branding and its implications for the choice of domestic vs offshore outsourcing," Journal of International Business Studies, Palgrave Macmillan, vol. 40(1), pages 156-175, January.
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