Thomas Foscht

Perception of store attributes and overall attitude towards grocery retailers: The role of shopping motives

Abstract Motivational forces are commonly accepted to have a key influencing role in the explanation of shopping behaviour. In retailing research, shopping motives are a field of research that has received considerable attention, often in combination with motivation-based shopper taxonomies. While personal shopping motives and perceived shopping alternatives are often considered independent inputs into a choice model, we argue that shopping motives influence the perception of retail store attributes as well as the attitude towards retail stores. An empirical study, which was carried out in Germany with 560 grocery shoppers as respondents to test these assumptions, showed that the influence of shopping motives is much more profound on the attitude towards retail stores than towards the perception of store attributes, which might be explained by different levels of abstraction and, consequently, subjectivity in the interpretation of these stimuli.

Trust and the online relationship—an exploratory study from New Zealand

Abstract This study examines the importance of trust in an online accommodation booking relationship. Specifically, the study seeks to identify the trust criteria that are important to consumers in deciding whether to purchase online and also the trust criteria that the accommodation service providers (i.e. motel/hotel owners/operators) think are important in prompting the consumers to make the online purchase decision. In total 108 consumers and 44 motel/hotel owners/operators in New Zealand were examined. The results showed vast discrepancies between the two parties. For instance, consumers think a Web site should provide a formal guarantee of service and offer a refund of price paid. However, these trust criteria were deemed unimportant by the accommodation service providers. Our study concludes by recommending a number of actions, which the accommodation service providers need to include in their Web sites in order to increase trust, relationship and ultimately online purchases.

The impact of culture on brand perceptions: a six‐nation study

Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand.Design/methodology/approach – A study was carried out in six countries among different involvement groups. The study uses Hofstedes cultural dimensions and Aakers brand personality dimensions to see if brand perceptions of a product are similar among all six countries.Findings – This study provides clear evidence that a same brand is perceived differently in different cultures in spite of its identical positioning. This means that if a firm wishes to achieve the same brand perception in different countries, the firm needs to create brand positioning strategies that emphasize the characteristics that enable consumers to perceive the product in a similar way.Originality/value – This paper examines the perception of a single brand in the context of cultural dimensions in a global setting – in particular in six countries on three continents.

Assessing the outcomes of Generation‐Y customers' loyalty

Purpose – The purpose of this paper is to examine what factors influence the satisfaction, loyalty, and behavioral intentions of the members of Generation Y with regard to their banking needs.Design/methodology/approach – Using a multiple‐item survey instrument, 242 Austrian respondents were queried on what factors affect their satisfaction, loyalty, and behavioral intentions. Factor analysis and regression analysis are employed in the study.Findings – The study finds differences among the three age groups contained in Generation Y in terms of their sources of information, financial services used, likelihood of switching, and number of banks utilized. In addition, determinants of satisfaction, loyalty, and behavioral intention are primarily affected by satisfaction with employees and services rendered. The results indicate that as young people reach certain milestones, their needs become more multifaceted. Consequently, the determinants of satisfaction also change.Originality/value – This paper treats Gen...

Debit and credit card usage and satisfaction

Purpose – This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment.Design/methodology/approach – A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who ...

Electronic commerce‐based internationalisation of small, niche‐oriented retailing companies

Purpose – The main object of this research paper is to analyse the dynamic internationalisation process in small retailing firms, achieved on the basis of electronic commerce – a combination that has seldom been investigated. An analysis of dynamic internationalisation in companies presumes that the businesses concerned are observed over a longer period of time, which is why the paper focuses on the case of one specific company.Design/methodology/approach – The basis of the analysis is a theory‐based framework which refers to two opposing approaches in international management, namely the incremental, experiential learning perspective, and the revolutionary perspective. The framework and the case study look specifically at market‐oriented, supply side‐oriented, and management processes. Based on an extended case study on a small, born‐global firm, the many facets of increasing professionalisation have been documented.Findings – The paper shows that small, niche‐oriented companies can be successful interna...

Retaining or returning

Purpose – Relatively scant attention thus far has been accorded in the marketing literature to the examination and explanation of return behaviour of consumers, especially within the mail order industry. The issues examined here consist of the nature and influence of such factors as “buying experience”, “perceived risk”, and “return frequency”. The aim of this paper is to analyse four groups of returners (“heavy returners”, “medium returners”, “light returners”, and “occasional returners”).Design/methodology/approach – This paper details an empirical study of return behaviour based on a field survey that was conducted specifically focusing on the apparel category. Exploratory factor analyses and analyses of variance (ANOVA) have been employed to test the proposed hypotheses.Findings – Results show that there exist different reasons for returns among the four groups of returners. In particular, they differ in their initial shopping motivation for mail order purchases, their group‐specific reasons for produ...

Linking retailing experiences with life satisfaction

Purpose – A common assumption holds that retailers generally contribute to customer life satisfaction – retailers offer products and services that solve consumer problems – large and small. However, some retail experiences have been found to generate dissatisfaction, stress and unhappiness for some customers but not for others. Research is needed to not only demonstrate how retail experiences impact customer life satisfaction. The purpose of this paper is to address the question: why does satisfaction with various store types impact customer life satisfaction differently? Design/methodology/approach – The research context of this study is grocery retailers (neighbourhood convenience stores, super markets, and grocery discounters) in Austria. Using stratified random sampling across store types, a total of 379 personal interviews with grocery store customers were conducted. OLS regression analysis was conducted to test the research model. Findings – The study results suggest that satisfaction with a store t...

Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups

Purpose – The purpose of this paper is to examine the role played by both, self-brand connection and reference groups, in attributing symbolic meaning to a brand. Current studies focus either on the influence of reference groups or on the role of self-brand connection. We demonstrate that both interact in attributing symbolic meaning. To explain interactions between the consumer, the brand and the reference groups, we draw on Heider’s balance theory. Design/methodology/approach – A questionnaire was developed which included scales on self-brand connection, reference group belonging and symbolic brand meaning. Data were collected through an online survey and analyzed with factor analyses, analyses of variance and correlation analyses. Findings – Our findings suggest that consumers may alter their beliefs about a brand depending on both, their self-brand connection and the influence of reference groups. If a consumer feels a strong connection with a brand and this brand is used by a dissociative reference g...

Banking on the youth: the case for finer segmentation of the youth market

Purpose – The purpose of this paper is to examine the differences among the different subgroups of the youth market in the context of their financial interests and usage. The study examines what determined their choice of banks. It also looked at what factors influence their satisfaction, loyalty, and behavioral intentions with regard to their banking needs.Design/methodology/approach – Using a multiple‐item survey instrument, 242 Austrian respondents were queried on what factors affect their choice of banks, their choice of financial services, usage patterns, satisfaction, loyalty, and behavioral intentions. Descriptive analysis, factor analysis and cluster analysis were employed in the study. Different tests such as chi‐square tests, discriminant analysis and ANOVA were used to validate the chosen cluster solution.Findings – Differences were found among the four clusters in terms of their interest in financial services, their usage, and their likelihood of switching. In addition, determinants of satisfa...