{'fraction_non_alphanumeric': 0.0265914585012087, 'fraction_numerical': 0.0024174053182917004, 'mean_word_length': 5.67741935483871, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Consumer Perceptions of Service Convenience in Hedonic and Utilitarian Retail Settings in China

Abstract This study examined the role of service convenience in the formation of perceived value and store loyalty in two different retail formats in China. Building on the hedonic-utilitarian theory, a mall-intercept study of shoppers (n = 400) in full-service department stores (i.e., hedonic setting) and self-service supermarkets (i.e., utilitarian setting) was conducted. The study tested the impact of the five service convenience dimensions on outcome variables such as perceived value and store loyalty. In department stores, perceived value was predicted by decision, transaction, and benefit convenience, but for supermarkets, decision, transaction, and post benefit convenience were significant. Decision and post benefit convenience were significant in predicting store loyalty in department stores, while decision and access convenience emerged as important contributors in supermarkets. The findings showed that shoppers seek different shopping experiences in each retail format. The paper presents the theoretical and managerial implications and concludes with various limitations of the study and directions for future research.