A STUDY ON THE IMPACT OF SITUATIONAL AND CUSTOMER MODERATORS ON THE DETERMINANTS OF CUSTOMER EXPERIENCE AMONG SUPERMARKET SHOPPERS IN SAUDI ARABIA
International Educational Applied Scientific Research Journal, 1 (2):
6-17 (November 2016)Abstract
The major objectives of the study is to determine the impact of situational moderator namely location and customer moderators such as goal and involvement on the determinants of customer experience namely social environment, retail atmosphere, price and past experience among supermarket shoppers in Saudi Arabia. Convenient sampling was adopted for the purpose of the study. The collected data were coded in an SPSS spreadsheet and a simple statistical analysis such as One-way ANOVA, Linear regression and multiple regressions for better outcome.
It has been established that there exists a significant interaction effect of location and retail atmosphere on customer experience for a supermarket. Hence, a favourable location can camouflage even the negative effects of a dull retail atmosphere of the supermarket. The interaction effect of goal and price on customer experience for a supermarket as hypothesized in H2A2C (F (3,300) =0.907, p<0.1) was supported. It can be seen that when goal of the customer is experiential it increases the customer experience when price is high. Further it was established that. Significant interaction effect exists among involvement with retail atmosphere, price and past experience. Hence hypotheses H1A2B, H2A2C, H3A2B, H3A2C and H3A2D were supported for the purpose of the study. Finally a complete understanding of the various moderators and determinants that are used in this study would enable the retailers in Saudi Arabia to create a memorable experience among the supermarket customer while visiting their outlets.