International Journal of Business and Economics Volume 12, No. 2 December, 2013

How Does Perceived Convenience Retailer Innovativeness Create Value for the Customer?

Chen-Yu Lin

Department of International Trade, Feng Chia University, Taiwan

David Marshall

University of Edinburgh Business School, University of Edinburgh, UK

John Dawson

University of Edinburgh Business School, University of Edinburgh, UK Institute for Retail Studies, University of Stirling, UK

Abstract

T his research aims to present a value-based, consumer-centric view of convenience retailer innovativeness. It draws on focus groups undertaken with convenience store consumers in Taiwan. The results show that consumers evaluate the innovativeness of a convenience retailer through not only novel products but also creative services, communications, and store atmosphere. The research concludes that perceived convenience retailer innovativeness (PCRI) can enhance customer loyalty by increasing customers' perceived value in four distinct value dimensions: convenience, emotion, quality, and price. Summarizing the findings from the focus group interviews and previous literature, this research proposes a consumer processing model.

Keywords： perceived convenience retailer innovativeness, perceived value, qualitative research.

JEL Classifications：M3, L1.

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