Enhancing value for Chinese shoppers: The contribution of store and customer characteristics

Amy Wong and Alison Dean

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 2, 123-134

Abstract: This study tested the relationships between store and customer characteristics with perceived value and customer loyalty in retailing in China. Survey data were collected from shoppers in department stores (n=200) and supermarkets (n=200) in the tier 2 coastal city of Tianjin. Data for each type of store were analysed separately using structural models. In supermarkets, value was predicted by quality and price, but for department stores, only the customer orientation of the store was significant, suggesting that customers seek different shopping experiences in each context. In each case, value mediated the links to loyalty and, for supermarkets, choice of merchandise and consumer time pressure demonstrated direct links to loyalty. The paper discusses the implications of the findings, and concludes with possible future research.

Keywords: Perceived value; Customer orientation; Consumer price consciousness; Customer loyalty; Retail; China (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:2:p:123-134

DOI: 10.1016/j.jretconser.2008.11.004

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