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Article

Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers

Faculty of Management, Department of Marketing and Supply Chain Management, Open Universiteit, Valkenburgerweg 177, 6401 DL Heerlen, The Netherlands
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Behav. Sci. 2020, 10(8), 127; https://doi.org/10.3390/bs10080127
Received: 20 May 2020 / Revised: 23 July 2020 / Accepted: 29 July 2020 / Published: 5 August 2020
(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)
The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth. The impact of the retail formats is evaluated on the importance and performance of the value types, using a questionnaire for each of the retail formats. The relationship between the value types and outcomes is tested with partial least squares structural equation modeling (PLS-SEM). Aesthetics, Altruistic value, and Efficiency are positively linked to Satisfaction. In addition, Efficiency is the key driver for Repurchase intention and has a positive impact on Word-of-Mouth. A positive Word-of-Mouth is predicted by Social value and Service excellence. The three examined retail formats show a difference in Holbrook’s value types. Overall, the results of the non- and soft discounters differ from the hard discounters. Remarkably, and contrary to previous studies, the soft discounter’s scores are the highest meaning that consumers are most critical for this retail format. It seems that consumers expect the best of both worlds at soft discounters: low prices, interesting bargains, easy access, but also appealing store design, and excellent service. View Full-Text
Keywords: consumer behavior; customer value; grocery retail formats; satisfaction; repurchase intention; Word-of-Mouth consumer behavior; customer value; grocery retail formats; satisfaction; repurchase intention; Word-of-Mouth
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MDPI and ACS Style

Janssens, K.; Lambrechts, W.; Keur, H.; Semeijn, J. Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers. Behav. Sci. 2020, 10, 127. https://doi.org/10.3390/bs10080127

AMA Style

Janssens K, Lambrechts W, Keur H, Semeijn J. Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers. Behavioral Sciences. 2020; 10(8):127. https://doi.org/10.3390/bs10080127

Chicago/Turabian Style

Janssens, Kim, Wim Lambrechts, Henriëtte Keur, and Janjaap Semeijn. 2020. "Customer Value Types Predicting Consumer Behavior at Dutch Grocery Retailers" Behavioral Sciences 10, no. 8: 127. https://doi.org/10.3390/bs10080127

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