Impact of perceived value on the satisfaction of supermarket customers: developing country perspective

Slack, Neale J. and Singh, Gurmeet and Sharma, Shavneet (2020) Impact of perceived value on the satisfaction of supermarket customers: developing country perspective. International Journal of Retail & Distribution Management, 48 (11). pp. 1235-1254. ISSN 0959-0552

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Abstract

Purpose – The purpose of this paper is to provide insight into the impact of customer perceived value and its
dimensions on customer satisfaction in a developing country, and practical suggestions for marketing
strategies.

Design/methodology/approach – A cross-sectional survey collected data from five-hundred supermarket
customers in Fiji. SPSS was used to provide descriptive and inferential analysis.

Findings – Results reveal that customer perceived value (CPV) has a positive impact on customer satisfaction;
and functional value (price/value for money) has more positive impact than social value, emotional value has a
negative impact and functional value (performance/quality) has no significant impact on customer satisfaction.

Research limitations/implications – Considering this research was undertaken in the supermarket sector
of only one country, other researchers are urged to replicate this research in Fiji and other developing countries, to yield further insight into the context-specific nature of CPV.

Practical implications – It is suggested that marketers note these findings (to understand better the
conceptualisation and context-dependent nature of CPV, its dimensional interrelationships and its impact on
customer satisfaction) in order to enhance CPV and ultimately customer satisfaction.

Originality/value – This study makes several contributions to research on CPV by providing insight into
how developing country customers perceive the value of supermarkets from a construct and multidimensional
perspective, the inter-relatedness of CPV dimensions and the impact of CPV and its dimensions on customer
satisfaction.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economics (FBE) > Graduate School of Business Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User:	Shavneet Sharma
Date Deposited:	03 Jul 2020 00:11
Last Modified:	22 Feb 2021 22:09
URI:	https://repository.usp.ac.fj/id/eprint/12215

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