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Assessing Grocery Store Attraction via Cross-Shopping Linkages

Author

Listed:
  • Charles D. Bodkin
  • Ellen Sewell

Abstract

The present study is unique in its approach to assessing the value of cross-shopping by categorizing stores as either a customer attraction or a customer sharing store. Previous research has used consumer perceptions of store qualities (i.e., service quality, price, store brands) to develop consumer profiles of cross-shoppers. These profiles are subsequently linked to specific retail formats. In the current study results from a mail survey of grocery shoppers located in Charlotte, NC are used to measure a store¡¯s attraction/sharing ratio. The study found that infrequent shoppers perceive attraction stores to have greater service quality, but these perceptions change as shopping frequency increases. The findings imply that a grocery store owner should focus on reliability, responsiveness, assurance, and empathy to attract cross-shoppers away from the competition.

Suggested Citation

  • Charles D. Bodkin & Ellen Sewell, 2012. "Assessing Grocery Store Attraction via Cross-Shopping Linkages," Business and Economic Research, Macrothink Institute, vol. 2(2), pages 209-229, December.
    • Handle: RePEc:mth:ber888:v:2:y:2012:i:2:p:209-229
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    File URL: http://www.macrothink.org/journal/index.php/ber/article/view/2572/2462
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    File URL: http://www.macrothink.org/journal/index.php/ber/article/view/2572
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    More about this item

    Keywords

    Cross-shopping; Grocery stores; Service Quality;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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