The moderating role of shopping trip type in store satisfaction formation

Abstract

Consumers may weigh store attributes differently depending on the type of shopping trip. For example, fill-in shoppers likely value convenience, due to the ad-hoc nature and urgency of such trips. However, no study has yet explored the effects of shopping trip types on satisfaction formation. This study investigates how three types of shopping trips — major, regular fill-in, and special fill-in — affect satisfaction formation. Using data for all Dutch grocery chains from 2009–2014, we show that service, price, and convenience are important drivers of satisfaction. We also find that the effects of these drivers on store satisfaction depend on the shopping trip type. Major shoppers, for instance, treat service factors as less important to their satisfaction than other shoppers do. Convenience is a more important driver of satisfaction for regular fill-in shoppers. Price is a more important determinant of satisfaction on fill-in trips related to special occasions like birthdays and family dinners.