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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)


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.

Suggested Citation

  • Chen-Yu Lin & David Marshall & John Dawson, 2013. "How Does Perceived Convenience Retailer Innovativeness Create Value for the Customer?," International Journal of Business and Economics, College of Business and College of Finance, Feng Chia University, Taichung, Taiwan, vol. 12(2), pages 171-179, December.
  • Handle: RePEc:ijb:journl:v:12:y:2013:i:2:p:171-179

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    References listed on IDEAS

    1. repec:eee:jouret:v:87:y:2011:i:s1:p:s43-s52 is not listed on IDEAS
    2. 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.
    3. 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.
    4. 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;Academy of International Business, vol. 40(1), pages 156-175, January.
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    Cited by:

    1. Wan-Chen Wang & Maria Manuela Santos Silva & Luiz Moutinho, 2016. "Modelling Consumer Responses to Advertising Slogans through Artificial Neural Networks," International Journal of Business and Economics, College of Business and College of Finance, Feng Chia University, Taichung, Taiwan, vol. 15(2), pages 89-116, December.

    More about this item


    perceived convenience retailer innovativeness; perceived value; qualitative research;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance


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