Price and Quality Value: Impacts on Store and Service Satisfaction

Previous research has not fully considered how value and satisfaction may in combination contribute to satisfaction and loyalty (Kumar et al. 2013). The present research considers multiple dimensions of value and satisfaction. Value is measured based on price value and quality value (Sweeney and Soutar 2001). Customer satisfaction is also measured in two dimensions, store satisfaction which contains elements related to the store including the merchandise that is sold, and service satisfaction which relates to the customer’s interaction with store personnel and the customer service that they experience (Dabholkar et al. 1996; Mittal et al. 1999). The inclusion of value with satisfaction as determinants of loyalty addresses calls in the literature for this type of research that explains loyalty beyond the satisfaction antecedent alone (Kumar et al. 2013).