Gender, store satisfaction and antecedents: a case study of a grocery store

Abstract

PurposeIn social psychology literature, gender is often an important predictor of differential outcomes. However, gender as it influences consumer behavior has not attracted much research interest in a retailing context. The main purpose of this paper is to analyze associations between gender, drivers (antecedents) of store satisfaction and store satisfaction in grocery retailing. It employs various approaches. Thus an additional purpose is to discuss the findings from the various approaches with respect to consumer marketing.Design/methodology/approachThe data source is a survey among customers of a chain‐based Norwegian grocery store. T‐tests, factor analyses and various multiple regression analyses were conducted.FindingsA direct significant effect of gender on store satisfaction was found when controlling for other included antecedents. Gender does not have any moderating effect on the relationships between antecedents and store satisfaction. Females have higher satisfaction levels than males, but the satisfaction drivers are gender independent.Research limitations/implicationsThis research has been applied to a specific grocery store belonging to a specific chain of retailing grocery stores.Practical implicationsFindings that could be perceived as mixed, confusing and difficult to handle in decision making are discussed and clarified, which should provide consumer marketers insights into resource allocation with respect to the “satisfaction‐profit chain.”Originality/valueGender has only a direct effect on store satisfaction. Stable gender‐independent drivers of store satisfaction were identified. These insights can contribute to consumer marketing activities that favorably influence shoppers' attitudes, thus resulting in sustained revenues and profitability in the future.