Cross-national investigation of shopping satisfaction antecedents

Abstract

This study investigates the effects of shopping attributes on shopping satisfaction by considering asymmetric relationships between these constructs. In addition, the study examines how the effects of various attributes differ according to nationality by using data collected from German, Dutch and British tourists in the historic town of Side. First, factor analysis results reflected ‘tangibles’, ‘staff’ and ‘products’ as the underlying shopping attributes. Next, an asymmetric impact performance analysis was used to categorize shopping attributes according to both their performances and their asymmetric effects on shopping satisfaction. Analyses of the results revealed that attributes’ categorization varied according to country of residence. While the products attribute was identified as an excitement factor with high performance for German tourists, it was a basic factor with high performance for the British tourists. These findings confirmed the asymmetric effects of the attributes on satisfaction. The study concluded with theoretical and managerial implications of the findings and future research recommendations.