Determinants of Loyalty to Grocery Store Type

Four benefit-evaluation dimensions are identified for grocery customers. They are: (1) Product Areas and Clean Store, (2) Prices, Variety of Products, and Quick Checkout, (3) Quality Service, and (4) Convenient Location. Key results are: (1) satisfaction with low prices, variety of offerings, and quick checkout is positively associated with first-store loyalty among supercenter shoppers and (2) satisfaction with service quality and convenient location is positively associated with first-time loyalty among traditional grocery chain shoppers. With the conclusion supercenters “own” in particular the price and wide product assortment positions, managerial recommendations are presented for traditional grocery chains, since service quality and convenient location are their strategic strengths.