Enhancing value for Chinese shoppers: store and customer characteristics

This paper reports on a study that tested the relationships between store and customer characteristics with perceived value and customer loyalty in retailing in China. Survey data were collected from shoppers in department stores (n=200) and supermarkets (n=200). The best fitting structural model showed that only one dimension of each of store characteristics (customer orientation) and customer characteristics (price consciousness) demonstrated positive relationships to both perceived value and customer loyalty. Quality and choice of merchandise did not contribute to the model. The paper discusses the theoretical and practical implications of the findings, and concludes with possible fUture research