Effect of Shopping Value on Service Convenience, Satisfaction and Customer Loyalty: a Conceptual Framework

In the current market environment and with changing socio economic trends, the need for convenience has been more emphasized. Convenience is a key aspect of component of customer evaluation of the service experience. Researchers have realized the importance of integrating the convenience concept in their empirical studies. Study examines the theoretical and strategic aspects of how consumer’s perception of service convenience is influenced by individual shopping value. Shopping value includes an overall assessment of subjective worth considering all evaluative criteria. It contains qualitative and quantitative, subjective and objective that brings the complete shopping experience. Consumers with utilitarian and hedonic shopping value perceive time and effort cost differently. The researchers investigate how these variables affect perception of convenience among consumers. The researchers also discuss the effect of convenience on satisfaction and loyalty. An intense review of the extant literature been done on the convenience literature in conjunction with a review of various consumer behavior concepts, laid the foundation of developing the overall model and related research propositions and suggested directions for further research. No known research has been found in the literature which shows the relationship between individual shopping value and convenience. How different convenience dimension affects customer’s loyalty is also been uncharted.