The in-store antecedents and consequences of perceived shopping value for regularly purchased products

The study contributes to the knowledge of the complex relationships between store image, shopping value, and key retail outcomes. For the first time, a holistic approach is presented to identify key in-store image characteristics and their influences on both hedonic and utilitarian shopping value, as well as to investigate the consequences of perceived shopping value on customer satisfaction and store loyalty. A quantitative survey was conducted and 342 grocery store customers of a major Austrian retail chain were interviewed. Results show that the two shopping value dimensions (hedonic and utilitarian) are influenced by various store image characteristics. Moreover, the study provides evidence that a positive relationship between shopping value and store loyalty exists. This link, however, is fully mediated by customer satisfaction. The impact of the utilitarian shopping value on customer satisfaction was found to be stronger than the impact of its hedonic counterpart.