The Moderating Influence of Supermarket Satisfaction on Out-of-Stock Store Switching Behaviour

Torben Hansen, Suzanne C. Beckmann, Hans Stubbe Solgaard

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

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
Publication date2015
Number of pages19
Publication statusPublished - 2015
EventThe 14th International Marketing Trends Conference - Paris, France
Duration: 23 Jan 201524 Jan 2015
Conference number: 14
http://www.marketing-trends-congress.com/content/conference-2015

Conference

ConferenceThe 14th International Marketing Trends Conference
Number14
CountryFrance
CityParis
Period23/01/201524/01/2015
Internet address

Cite this

Hansen, T., Beckmann, S. C., & Solgaard, H. S. (2015). The Moderating Influence of Supermarket Satisfaction on Out-of-Stock Store Switching Behaviour. Paper presented at The 14th International Marketing Trends Conference, Paris, France.