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Full Length Research Paper
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Store brand proneness and
maximal customer satisfaction in grocery stores
Maria Pilar Martínez-Ruiz1*,
Ana Isabel Jiménez-Zarco2, Virginia Barba-Sánchez1
and Alicia Izquierdo-Yusta3
1University
of Castilla-La Mancha. Faculty of Social Sciences.
Department of Business Administration. Avda. de los Alfares,
44. 16071-Cuenca (Spain).
2Open
University of Catalonia. Degree in Business Administration
and Management. Avda. Tibidabo, 39-43. 08035-Barcelona
(Spain).
3University
of Burgos. Faculty of Economics and Business Studies.
Department of Economics and Business Administration. Plaza
de la Infanta Doña Elena, s/n. 09100-Burgos (Spain).
*Corresponding author. E-mail:
Virginia.Barba@uclm.es or
MariaPilar.Martinez@uclm.es.
Accepted
10 November, 2009 |
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Abstract |
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To identify
the factors whose perception has the greatest influence on
customer satisfaction, the authors analyse a database of 422
Spanish consumers who purchase from different types of
self-service grocery stores in a representative Spanish city.
The findings reveal that among consumers who exhibit a low
propensity to buy store brands, perceptions of the quality
image, as well as perceptions of service and convenience, have
positive and significant influences on the maximum level of
customer satisfaction. However, for those consumers who are not
prone to buying store brands, only the perception of services
and convenience influence their maximum level of satisfaction.
This research outlines which features can help retailers focus
their strategies on appropriate consumer targets, according to
the retailer’s own features, and thus attain a sustainable
competitive advantage though their differentiation.
Key
words:
Grocery retailing, maximum level of customer satisfaction, store
brand proneness. |
