1.
SHOPPING CONVENIENCE
Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers
with Shopping Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329.
https://doi.org/10.1080/15332660903344644

2.
ABOUT THE STUDY
SHOPPING
CONVENIENCE
UTILITARIAN
SHOPPING
customer’s perceived degree
of avoidance of time and
effort associated with the
entire shopping process
or task-oriented shopping,
one shops out of necessity to
obtain products/services.
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
PURPOSE
Our research aims to investigate the impact of dimensions of
shopping convenience (decision, access, search, transaction,
and after-sales convenience) on customer retention as
conceptualized by SOW, SOV, and exit intention.

3.
DIMENSIONS OF SHOPPING CONVENIENCE
BEFORE PURCHASE AFTER PURCHASEDURING PURCHASE PROCESS
DECISION
CONVENIENCE
availability and quality of
information about the
retailer and its competitors
ACCESS
CONVENIENCE
SEARCH
CONVENIENCE
TRANSACTION
CONVENIENCE
AFTER-SALES
CONVENIENCE
retailer’s physical location,
parking availability, and
operating hours
efficient store layouts, appropriate
and efficient in-store signage, and
customer oriented information
available inside the store
ease and speed of finding
the cashier area and
moving through it
service recovery, such as return
of merchandise, customer
complaints, or honoring
of a guarantee
BEHAVIORAL LOYALTY ATTITUDINAL LOYALTY
SHARE OF WALLET (SOW)
measures the proportion of the
household’s total grocery
purchases at the focal retailer
SHARE OF VISITS (SOV)
measures the proportion of the
household’s total grocery
visits at the focal retailer
EXIT INTENTION
likeliness of leaving the
relationship with the retailer
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644

4.
RESULTS OF THE STUDY
DIMENSIONS OF SHOPPING CONVENIENCE SOW SOV EXIT INTENTION
Strong Positive Impact
Small Positive Impact
Strong Negative Impact
Small Negative Impact
DECISION CONVENIENCE
ACCESS CONVENIENCE
SEARCH CONVENIENCE
TRANSACTION CONVENIENCE
AFTER-SALES CONVENIENCE
no significant
impact
no significant
impact
no significant
impact
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644

5.
IMPLICATIONS
Shopping convenience
is a promising alternative
for helping retailers to
retain customers.
Convenience shields the
customer from a potentially
negative perception of time
and effort while shopping.
In utilitarian shopping, the core service of
a retailer is the most important aspect and
cannot be mitigated by additional services.
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644