Grocery store image, travel distance, satisfaction and behavioral intentions Evidence from a Midwest college town
Grocery store image, travel distance, satisfaction and behavioral intentions Evidence from a Midwest college town
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DOI：
10.1108/09590551011020129
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发表时间：
2010-01-01
影响因子：
4.4
通讯作者：
Swanson, Scott
中科院分区：
文献类型：
--
作者：
Hsu, Maxwell;Huang, Yinghua;Swanson, Scott
目的-本文的目的是研究大学城环境下杂货店形象、旅行距离（TD）、顾客满意度和行为意向（BI）之间的相互关系。设计/方法/方法-对中西部大学城的本科生进行调查。400份可用问卷随机分为两部分：一份子样本用于探索性因子分析，另一份（较大）子样本用于验证性因子分析，随后进行结构路径分析。发现-杂货店形象被确定为二级结构，由商品属性（MEA），商店氛围和服务（SAS）和营销吸引力（MGA）三个关键组成部分反映。虽然商店形象是商业智能的重要驱动因素，但其通过顾客满意度产生的间接影响远远大于其对商业智能的直接影响。有趣的是，TD与满意度正相关，这凸显了零售商克服距离劣势的可能性。原创性/价值-由于很少有研究试图根据他们选择的原因来描述美国杂货市场，这项探索性研究是独一无二的，因为它调查了美国传统大学城的杂货购物行为。具体来说，独特的市场因素（例如，杂货零售商的相对稀缺，他们离校园的距离，以及中西部大学城或周围杂货商类型的混合）增加了价值，并有助于零售文献。
Purpose - The purpose of this paper is to study the interrelationships among grocery store image, travel distance (TD), customer satisfaction, and behavioral intentions (BI) in a college town setting.Design/methodology/approach - Surveys are given to undergraduate college student grocery shoppers in a Midwest college town. The 400 usable questionnaires are randomly divided into two parts: one subsample was used for exploratory factor analysis while the other (larger) subsample was used for confirmatory factor analysis and subsequently the structural path analysis.Findings - Grocery store image is identified as a second-order construct reflected by the three key components of merchandise attributes (MEA), store ambience and service (SAS), and marketing attractiveness (MGA). Although store image is an important driver of BI, its indirect effect through customer satisfaction is found to be substantially greater than its direct effect on BI. Interestingly, TD is positively related to satisfaction, which highlights the possibility for retailers to overcome the distance disadvantage.Originality/value - As few studies have attempted to characterize the US grocery market in terms of the reasons for their choice, this exploratory study is unique because it investigates grocery shopping behavior in a traditional American college town. Specifically, the distinctive market factors (e.g. the relative scarcity of grocery retailers, their distance from campus, and the mix of grocer types in or around the Midwest college town) add value and contribute to the retailing literature.