Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention

Detalhes bibliográficos
Autor(a) principal: Sá, Margarida Neto e
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/21447
Resumo: As food retailing customers become more demanding, and the number of service companies increases, the challenge to remain competitive grows. Nowadays, a successful retailer must provide the customer with a memorable shopping experience, embracing the concept of Customer Experience into their service core. Given these circumstances, the present thesis proposes to evaluate the Customer Experience from the customers' perspective for Food Retailers in Portugal, specifically Continente and Lidl. For this purpose, the instrument EXQ presented by Maklan and Klaus (2011), and adjusted later on by Klaus (2015), was used. Another intent is the evaluation of the relationships between Customer Experience, Satisfaction, Loyalty, and Repurchase Intention. This study resourced to an online questionnaire - gathering a total of 311 responses -, and to analytic quantitative methodologies, in order to answer its research question. The data analysis combined descriptive analysis, internal consistency and correlation statistics, hypotheses testing, and linear regressions (simple and multiple). The results suggest that Customer Experience is evaluated at low yet positive values, for these Portuguese retailer chains. The evaluations by the customers concerning Satisfaction, Loyalty, and Repurchase Intention are also moderately positive. When testing the influence of Customer Experience on Repurchase Intention, it was found that there is a positive relational effect, mainly through the mediation occurring in the effects from Satisfaction and from Loyalty. Finally, within the explored context, the greatest pain point (and improvement opportunity) is found within the one-on-one customer-personnel interactions. Specifically, the lack of personal relationships with the staff of the retailer.
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spelling Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intentionCustomer experienceFood retailLoyaltyRepurchase intentionSatisfactionIntenção de recompraLealdadeQualidade da experiênciaRetalho alimentarSatisfaçãoAs food retailing customers become more demanding, and the number of service companies increases, the challenge to remain competitive grows. Nowadays, a successful retailer must provide the customer with a memorable shopping experience, embracing the concept of Customer Experience into their service core. Given these circumstances, the present thesis proposes to evaluate the Customer Experience from the customers' perspective for Food Retailers in Portugal, specifically Continente and Lidl. For this purpose, the instrument EXQ presented by Maklan and Klaus (2011), and adjusted later on by Klaus (2015), was used. Another intent is the evaluation of the relationships between Customer Experience, Satisfaction, Loyalty, and Repurchase Intention. This study resourced to an online questionnaire - gathering a total of 311 responses -, and to analytic quantitative methodologies, in order to answer its research question. The data analysis combined descriptive analysis, internal consistency and correlation statistics, hypotheses testing, and linear regressions (simple and multiple). The results suggest that Customer Experience is evaluated at low yet positive values, for these Portuguese retailer chains. The evaluations by the customers concerning Satisfaction, Loyalty, and Repurchase Intention are also moderately positive. When testing the influence of Customer Experience on Repurchase Intention, it was found that there is a positive relational effect, mainly through the mediation occurring in the effects from Satisfaction and from Loyalty. Finally, within the explored context, the greatest pain point (and improvement opportunity) is found within the one-on-one customer-personnel interactions. Specifically, the lack of personal relationships with the staff of the retailer.À medida que os clientes do retalho alimentar se tornam mais exigentes, e que o número de empresas de serviço aumenta, torna-se um desafio para as empresas permanecerem competitivas. Atualmente, um retalhista deve prover o cliente com uma experiência de compras memorável, incorporando o conceito da Experiência do Cliente no foco do seu serviço. Esta tese propõe-se a avaliar a Experiência do Cliente da perspetiva do consumidor para Retalhistas Alimentares em Portugal, especificamente o Continente e o Lidl. Foi utilizado o instrumento EXQ desenvolvido por Klaus e Maklan (2011), e posteriormente ajustado por Klaus (2015). Este estudo também avalia as relações entre Experiência do Cliente, Satisfação, Lealdade e Intenção de Recompra. Este estudo utilizou um questionário online, que recebeu 311 respostas, e metodologias de análise quantitativas para responder à questão de investigação definida. A análise de dados envolveu análises descritivas, estatísticas de consistência interna e de correlação, testes de hipóteses, e regressões lineares (simples e múltiplas). Os resultados sugerem que a Experiência do Cliente é avaliada em valores positivos moderados, para os retalhistas alimentares em Portugal considerados. As avaliações feitas pelos clientes à Satisfação, Lealdade, e Intenção de Recompra também foram moderadamente positivas. Ao testar a influência da Experiência do Cliente na Intenção de Recompra, encontrou-se um efeito relacional positivo, decorrente principalmente da mediação ocorrida por efeito da Satisfação e da Lealdade. Dentro do contexto explorado, o maior problema (e oportunidade de melhoria) é encontrado nas interações diretas cliente-funcionário. Especificamente, na falta de relações pessoais estabelecidas com os funcionários.2021-01-21T14:31:32Z2020-11-27T00:00:00Z2020-11-272020-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21447TID:202571335engSá, Margarida Neto einfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:44:22Zoai:repositorio.iscte-iul.pt:10071/21447Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:21:03.353930Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
title Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
spellingShingle Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
Sá, Margarida Neto e
Customer experience
Food retail
Loyalty
Repurchase intention
Satisfaction
Intenção de recompra
Lealdade
Qualidade da experiência
Retalho alimentar
Satisfação
title_short Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
title_full Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
title_fullStr Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
title_full_unstemmed Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
title_sort Evaluating quality of experience in food grocery retail and its impact on satisfaction, loyalty and repurchase intention
author Sá, Margarida Neto e
author_facet Sá, Margarida Neto e
author_role author
dc.contributor.author.fl_str_mv Sá, Margarida Neto e
dc.subject.por.fl_str_mv Customer experience
Food retail
Loyalty
Repurchase intention
Satisfaction
Intenção de recompra
Lealdade
Qualidade da experiência
Retalho alimentar
Satisfação
topic Customer experience
Food retail
Loyalty
Repurchase intention
Satisfaction
Intenção de recompra
Lealdade
Qualidade da experiência
Retalho alimentar
Satisfação
description As food retailing customers become more demanding, and the number of service companies increases, the challenge to remain competitive grows. Nowadays, a successful retailer must provide the customer with a memorable shopping experience, embracing the concept of Customer Experience into their service core. Given these circumstances, the present thesis proposes to evaluate the Customer Experience from the customers' perspective for Food Retailers in Portugal, specifically Continente and Lidl. For this purpose, the instrument EXQ presented by Maklan and Klaus (2011), and adjusted later on by Klaus (2015), was used. Another intent is the evaluation of the relationships between Customer Experience, Satisfaction, Loyalty, and Repurchase Intention. This study resourced to an online questionnaire - gathering a total of 311 responses -, and to analytic quantitative methodologies, in order to answer its research question. The data analysis combined descriptive analysis, internal consistency and correlation statistics, hypotheses testing, and linear regressions (simple and multiple). The results suggest that Customer Experience is evaluated at low yet positive values, for these Portuguese retailer chains. The evaluations by the customers concerning Satisfaction, Loyalty, and Repurchase Intention are also moderately positive. When testing the influence of Customer Experience on Repurchase Intention, it was found that there is a positive relational effect, mainly through the mediation occurring in the effects from Satisfaction and from Loyalty. Finally, within the explored context, the greatest pain point (and improvement opportunity) is found within the one-on-one customer-personnel interactions. Specifically, the lack of personal relationships with the staff of the retailer.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-27T00:00:00Z
2020-11-27
2020-10
2021-01-21T14:31:32Z
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