Investigating the Effects of Consumers Shopping Value on the Satisfaction, Loyalty, Word of Mouth and Share of Purchase

The purpose of this research is to investigate the effects of consumers shopping value on the satisfaction, loyalty, word of mouth and share of purchase. Todays, few researchers have conducted comprehensive study of the relationships between consumer shopping value, satisfaction and loyalty in retailing. Furthermore, the majority of the previous researches has been limited to upscale retail sectors where the role of the salespeople is crucial. To extend the findings of former researches to additional retail sectors, the current study investigates the complex inter-relationships between utilitarian and hedonic shopping values and important retail outcomes for discount retailers. Utilitarian and hedonic shopping value are found to influence the key outcome variables including satisfaction, loyalty, word of mouth communication and share of purchases in the highly competitive discount retail sector. In order to do this, 400 questionnaires were distributed to customers of Hyper Star discount retailing in Tehran. Structural equation modeling (S.E.M) and lisrel sofware were used to analyze the data. The results indicate that the utilitarian and hedonic shopping values are directly related to the satisfaction and satisfaction will affect on the loyalty and share of purchase.