The role of value in services: a study in a retail environment

Abstract

PurposeThis paper aims to underline the effects of shopping value on customer satisfaction and to determine its antecedent variables.Design/methodology/approachA qualitative survey through interviews with hypermarket customers was first carried out. It was followed by a quantitative study, carried out in two stages: 199 patrons were first interrogated in order to clarify the outlet characteristics scale. A second set of data was then collected (436 respondents). Factorial analysis, confirmatory factorial analysis and analysis of regression were conducted.FindingsThe last study results show that both utilitarian and hedonic values have an influence on satisfaction; they tend to indicate that the utilitarian value is related to product availability, while the hedonic value is influenced by such elements as atmosphere, relations with store employees, as well as crowding and other peripheral services.Research limitations/implicationsThe influence of the five outlet characteristics studied (atmosphere, peripheral services, store employees, product availability, crowding) on value have never been demonstrated empirically until now. The link between value and satisfaction was not so clear in the literature.Practical implicationsThe results show what variables are to be promoted if a retailer wishes to give the outlet its utilitarian and/or hedonic value, and then influence patron satisfaction.Originality/valueThis paper provides important and new insights both into value that may be attributed to a point of sale and into the effect on customer satisfaction of outlet characteristics.

Shoppers’ Loyalty in Pasar Dukuh Menanggal

“…Both shopping values (utilitarian and hedonic values) are positively and significant effect on satisfaction that related to Cottet et al (2006). It means that increasing consumers' shopping satis-faction could be manipulated by enhancing consumers' utilitarian and hedonic shopping value (Irani & Hanzaee, 2011), even the variance is low (11.8% in explaining satisfaction).…”

“…Even though the path coefficient showed that relationship's still lower than utilitarian value toward satisfaction, it could be concluded there is emotional reaction in Pasar Dukuh Menanggal that makes them satisfied. It is related to the findings of Cottet et al (2006) that posited positive effect of hedonic value toward satisfaction. Due to this result, the management of the marketplace in Dukuh Menanggal should increase the hedonic value.…”

“…Hedonic value reflected the individuals' evaluation of the entertainment and experiential worth of the shopping trip (Eroglu et al, 2004). Abstract characteristics of goods and services contributed to affective elements in shopping, and are closely related to hedonic value (Cottet et al, 2006). Thus, it is concluded that when the customers obtain experience, pleasure, adventure that is worth in the marketplace, then he or she will satisfy with the shopping trip.…”

“…According to Cottet et al (2006), there is a positive relationship between shopping values and satisfaction. This value increases as the consumer obtains the product more effortlessly (Barbin, Darden & Griffin, 1994).…”

Factors Affecting Customer Satisfaction of Mobile Services in Yemen

“…The impact o f value on customer satisfaction was studied by [48] defined customer perceived value as "an interactive, preferential and relative experience." Results of their research reveal that both utilitarian and hedonic values are positively related to customer satisfaction.…”