The Moderating Influence of Supermarket Satisfaction on Out-of-stock Store Switching Behavior

Torben Hansen, Suzanne C. Beckmann, Hans Stubbe Solgaard

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Consumer store switching behaviour – going to another store to buy an item that is out-of-stock – is often considered to be associated with high brand loyalty in combination with low store loyalty, making a study of the causes for such behaviour highly important to both store and brand managers. Based on a survey of 631 grocery consumers, this study investigates the moderating influence of preferred supermarket satisfaction on relations between quality consciousness, price consciousness, pre-planning propensity and out-of-stock store switching, and also examines the direct influence of these variables on out-of-stock store switching. The results indicate that whereas preferred supermarket satisfaction negatively moderates the relation between quality consciousness and out-of-stock store switching, preferred supermarket satisfaction positively moderates the relation between price consciousness and out-of-stock store switching. In addition, it is demonstrated that quality consciousness, price consciousness, and pre-planning propensity positively influence consumer out-of-stock store switching behaviour.
Original languageEnglish
Title of host publicationProceedings of the 14th International Conference Marketing Trends 2015 Paris
EditorsJean-Claude Andreani, Umberto Collesei
Number of pages20
Place of PublicationParis-Venice
PublisherMarketing Trends Association
Publication date2015
ISBN (Electronic)9782953281127
Publication statusPublished - 2015
EventThe 14th International Marketing Trends Conference - Paris, France
Duration: 23 Jan 201524 Jan 2015
Conference number: 14


ConferenceThe 14th International Marketing Trends Conference
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