IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v9y2022i1p2105585.html
   My bibliography  Save this article

A comparative study of generations X, Y, Z in food purchasing behavior: the relationships among customer value, satisfaction, and Ewom

Author

Listed:
  • Wahyuningsih
  • Hanny Nasution
  • Yulia Hendri Yeni
  • Ratna Roostika

Abstract

The COVID-19 pandemic has fundamentally changed many aspects of lives, including business and consumer behaviour. This study investigates Gen-X, Gen-Y, and Gen-Z in their change in food purchasing behaviour during the pandemic. Further, the study examines the relationships among customer value, customer satisfaction, and eWOM across three generations. It is found that (1) Gen-X, Gen-Y, and Gen-Z perceived different value during the pandemic, (2) Gen-X found to be the cohort that is most concerned with safety value in selecting food compared to the other two cohorts, meanwhile Gen-Y is the cohort with the highest concern on information value, (3) customer value has significant impact on satisfaction and eWOM for Gen-X and Gen-Z, however for Gen-Y, customer value impacts satisfaction significantly, surprisingly, it has no impact on eWOM. Managerial implications and future research directions are highlighted in this study.

Suggested Citation

  • Wahyuningsih & Hanny Nasution & Yulia Hendri Yeni & Ratna Roostika, 2022. "A comparative study of generations X, Y, Z in food purchasing behavior: the relationships among customer value, satisfaction, and Ewom," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2105585-210, December.
    • Handle: RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2105585
    DOI: 10.1080/23311975.2022.2105585
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2022.2105585
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2022.2105585?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nathalie Peña-García & David van der Woude & Augusto Rodríguez-Orejuela, 2022. "Recommend or Not: Is Generation the Key? A Perspective from the SOR Paradigm for Online Stores in Colombia," Sustainability, MDPI, vol. 14(23), pages 1-16, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2105585. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.