The impact of store satisfaction on consumer responses in out-of-stock situations

Grubor, Aleksandar; Milicevic, Nikola; Djokic, Nenad

doi:10.7819/rbgn.v0i0.2436

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Article • Rev. bras. gest. neg. 19 (66) • Oct-Dec 2017 • https://doi.org/10.7819/rbgn.v0i0.2436 copy

The impact of store satisfaction on consumer responses in out-of-stock situations

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Purpose:

The purpose of this paper is to test a conceptual model by means of which we try to establish the influence of store satisfaction and other variables (gender, mobility and availability of alternative stores) on consumers’ responses to out-of-stock (OOS) situations.

Design/methodology/approach:

The authors used a standardized questionnaire to gather data on consumer responses to OOS and then analyzed determinants including store satisfaction (for which reliability, validity and unidimensionality were tested). The survey was conducted in the four largest cities in Serbia. All respondents were interviewed randomly, through telephone calls, whereby 392 responses were gathered. The established hypotheses were tested by means of a multinomial logit model with the use of marginal effects.

Findings:

The results show that store satisfaction significantly affects three out-of-stock responses (store switching, postponement and product switching), whereas, positively in the case of product switching and postponement and negatively in the case of store switching. The results also show that store satisfied consumers, regardless of other factors, are not likely to switch stores in out-of-stock situations.

Originality/value:

As well as managerial implications, this paper included store satisfaction as an antecedent of consumer OOS responses for the first time. In addition, the impact of this variable on OOS responses was analyzed at both levels of the availability of alternative stores, gender and mobility.

Keywords:
Out-of-stock; consumer responses; store satisfaction

Authors	Regions	OOS responses
Authors	Regions	Store switching	Delay purchase	Item switching	Brand switching	Cancell.
Gruen et al. (2002Gruen, T., Corsten, D., e Bharadwaj, S. (2002). Retail out-of-stocks a worldwide examination of extent, causes and consumer responses. Washington: Grocery Manufacturers of America, The Food Marketing Institute and CIES.)	Worldwide	31%	15%	19%	26%	9%
Roland Berger Strategy Consultants (2003Roland Berger Strategy Consultants. (2003). ECR: Optimal shelf availability increasing shopper satisfaction at the moment of truth. Munique: Autor.)	Europe	21%	17%	16%	37%	9%
Azevedo & Araújo (2004Azevedo, C., e Araújo, O. (2004). Causas e impactos na cadeia de abastecimento e no comportamento do consumidor. São Paulo: ACNielsen a VNU business.)	Brazil	36%	-	3%	53%	8%
Sudarevic, Milicevic, Pupovac, & Vukmirovic (2012Sudarevic, T., Milicevic, N., Pupovac, L. J., e Vukmirovic, G. (2012, May). Empirical evidence of customer reactions to out-of-stock situations. Proceedings of the Cross-Cultural Conference, Steyr, Áustria.)	Serbia	21%	4%	23%	47%	5%

Antecedent	Variables	Authors	Consumer responses
Antecedent	Variables	Authors	Item switching	Brand switching	Store switching	Delay
Product	Brand loyalty	Verhoef & Sloot (2006Verhoef, P., e Sloot, L. (2006). Out-of-stock reactions, antecedents, management solutions, and a future perspective: Retailing in the 21st century current and future trends. Berlin: Springer.)		-
	Hedonic level	Sloot et al. (2005Sloot, L., Verhoef, P., e Franses, P. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34.)			+
	Acceptable alternatives	Campo et al. (2000Campo, K., Gijsbrechts, E., e Nisol, P. (2000). Towards understanding consumer response to stock-outs. Journal of Retailing, 76(2), 219-242.)	+	+	-	-
	Number of brands	Sloot et al. (2005Sloot, L., Verhoef, P., e Franses, P. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34.)		-	+
	Brand strength	Verhoef & Sloot (2006Verhoef, P., e Sloot, L. (2006). Out-of-stock reactions, antecedents, management solutions, and a future perspective: Retailing in the 21st century current and future trends. Berlin: Springer.)	+	-	+
Store	Store loyalty	Campo et al. (2000Campo, K., Gijsbrechts, E., e Nisol, P. (2000). Towards understanding consumer response to stock-outs. Journal of Retailing, 76(2), 219-242.)	+	+	-	+
Store	Alternative stores	Sloot et al. (2005Sloot, L., Verhoef, P., e Franses, P. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34.)			+	-
Consumer	Shopping attitude	Campo et al. (2000Campo, K., Gijsbrechts, E., e Nisol, P. (2000). Towards understanding consumer response to stock-outs. Journal of Retailing, 76(2), 219-242.)	-	-	+	-/+
	Decision difficulty	Fitzsimons (2000Fitzsimons, G. J. (2000). Consumer response to stockouts. Journal of Consumer Research, 27(2), 249-266.)			-
	Price consciousness	Sloot et al. (2005Sloot, L., Verhoef, P., e Franses, P. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34.)			-
	Quality consciousness	Sloot et al. (2005Sloot, L., Verhoef, P., e Franses, P. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34.)		-
	Age	Verhoef & Sloot (2006Verhoef, P., e Sloot, L. (2006). Out-of-stock reactions, antecedents, management solutions, and a future perspective: Retailing in the 21st century current and future trends. Berlin: Springer.)		-	+
	Mobility	Helm et al. (2013Helm, R., Hegenbart, T., e Endres, H. (2013). Explaining costumer reactions to real stockouts. Review of Managerial Science, 7(3), 223-246.)			+
Situation	Part of the week	Sloot et al. (2005Sloot, L., Verhoef, P., e Franses, P. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34.)				-
Situation	Buying urgency	Verhoef & Sloot (2006Verhoef, P., e Sloot, L. (2006). Out-of-stock reactions, antecedents, management solutions, and a future perspective: Retailing in the 21st century current and future trends. Berlin: Springer.)			+	-

Antecedents	Concept	Measure
Store satisfaction	Satisfaction towards store	Self-reported scale based on Patterson & Smith (2003Patterson, P. G., e Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service provider. Journal of Retailing, 79(2), 107-120.)
Alternative stores	Availability of alternative stores	Dummy variable: alternative store within the radius of 250m = 1, no alternative store within the radius of 250m = 0;
Gender	Gender of respondent	Dummy variable: female = 1, male = 0;
Mobility	Transportation shopping mode	Dummy variable: car = 1, no car = 0;

Antecedents		OOS responses
Antecedents		Store switching	Product switching	Postponement	Cancellation
Store satisfaction		-0.0494^**	0.0373^*	0.0253^**	-0.0132
Alternative stores	available	-0.0546^**	0.0440^**	0.0192^*	-0.0086
Alternative stores	not available	-0.0430^**	0.0294	0.0328^*	-0.0193
Gender	female	-0.0517^**	0.0406^*	0.0260^**	-0.0149
Gender	male	-0.0432^**	0.0290	0.0234	-0.0092
Mobility	car	-0.0502^**	0.0284	0.0294^*	-0.0076
Mobility	no car	-0.0476^**	0.0465^**	0.0210^**	-0.0199
Alternative stores		0.1001^**	-0.0102	-0.0526^*	-0.0372
Gender		0.0901^*	-0.1177^**	0.0006	0.0270
Mobility		-0.0447	0.0609	0.0386	-0.0548^**

Baseline responseS	OOS responses	Antecedents
Baseline responseS	OOS responses	Store satisfaction	Alternative stores	Gender	Mobility
Postponement	Store switching	-0.5066^**	1.0164^**	0.3759	-0.6610
	Product switching	-0.2497	0.6168	-0.1855	-0.3749
	Cancellation	-0.5914^**	-0.0769	0.6414	-1.6173^**
Store switching	Product switching	0.2568^**	-0.3995	-0.5615^**	0.2860
	Cancellation	-0.0847	-1.0934^**	0.2654	-0.9563^*
	Postponement	0.5066^**	-1.0164^**	-0.3759	0.6610
Cancellation	Store switching	0.0847	1.0934^**	-0.2654	0.9563^*
	Product switching	0.3416^*	0.6938	-0.8270	1.2424^**
	Postponement	0.5914^**	0.0769	-0.6414	1.6173^**
Product switching	Store switching	-0.2568^**	0.3995	0.5615^**	-0.2860
	Cancellation	-0.3416^*	-0.6938	0.8270	-1.2424^**
	Postponement	0.2497	-0.6168	0.1855	0.3749

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