Loyalty in retailing: multidimensional approach to customer perceived value

Ana Sampaio, João Saramago

Abstract


Purpose: To deepen, in grocery retail context, the roles of consumer perceived value and consumer satisfaction, as antecedents’ dimensions of customer loyalty intentions.

 Design/Methodology/approach: Also employing a short version (12-items) of the original 19-item PERVAL scale of Sweeney & Soutar (2001), a structural equation modeling approach was applied to investigate statistical properties of the indirect influence on loyalty of a reflective second order customer perceived value model. The performance of three alternative estimation methods was compared through bootstrapping techniques.

 Findings: Results provided i) support for the use of the short form of the PERVAL scale in measuring consumer perceived value; ii) the influence of the four highly correlated independent latent predictors on satisfaction was well summarized by a higher-order reflective specification of consumer perceived value; iii) emotional and functional dimensions were determinants for the relationship with the retailer; iv) parameter’s bias with the three methods of estimation was only significant for bootstrap small sample sizes.

 Research limitations:/implications: Future research is needed to explore the use of the short form of the PERVAL scale in more homogeneous groups of consumers.

 Originality/value: Firstly, to indirectly explain customer loyalty mediated by customer satisfaction it was adopted a recent short form of PERVAL scale and a second order reflective conceptualization of value. Secondly, three alternative estimation methods were used and compared through bootstrapping and simulation procedures.

 

Keywords: Customer loyalty, customer satisfaction, customer perceived value, short version of PERVAL scale.

 

 

[PT]

Title: "Lealdade no retalho: abordagem multidimensional ao valor percebido pelo cliente"

Abstract

Objetivos: Aprofundar, no contexto do varejo de supermercado, os papéis de valor percebido e satisfação do consumidor, como dimensões antecedentes das intenções de lealdade do cliente.

Desenho/metodologia/abordagem: Também empregando uma versão curta (12 itens) da escala PERVAL original de 19 itens de Sweeney & Soutar (2001), uma abordagem de modelagem de equações estruturais foi aplicada para investigar propriedades estatísticas da influência indireta na lealdade de um modelo de valor percebido reflexivo do cliente de segunda ordem. O desempenho de três métodos alternativos de estimativa foi comparado através de técnicas de bootstrapping.

Resultados: Resultados fornecidos i) suporte ao uso da forma abreviada da escala PERVAL na medição do valor percebido pelo consumidor; ii) a influência dos quatro preditores latentes independentes altamente correlacionados na satisfação foi bem resumida por uma especificação reflexiva de ordem superior do valor percebido pelo consumidor; iii) dimensões emocionais e funcionais foram determinantes para o relacionamento com o varejista; iv) o viés do parâmetro com os três métodos de estimativa foi significativo apenas para pequenas amostras de bootstrap.

Limitações/implicações: Pesquisas futuras são necessárias para explorar o uso da forma abreviada da escala PERVAL em grupos mais homogêneos de consumidores.

Originalidade/valor: Primeiramente, para explicar indiretamente a lealdade do cliente mediada pela satisfação do cliente, adotou-se uma forma curta recente da escala PERVAL e uma conceitualização reflexiva de valor de segunda ordem. Segundo, três métodos alternativos de estimativa foram utilizados e comparados através de procedimentos de bootstrapping e simulação.

 

Palavras-chave: lealdade do cliente, satisfação do cliente, valor percebido pelo cliente, versão curta da escala PERVAL.


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