Beyond the Aisles : Enhancing the Shopping Value of a One-Stop Shop with New Service

Abstract: This study explores how shopping value in one-stop stores, especially hypermarkets, can be improved by new services. It identifies additional service offerings that go beyond the traditional product-based approach. Given the dearth of literature on new services in grocery retailing, this study relies on Mehrabian and Russel's (1974) stimulus-organism-response (S-O-R) model as a basic framework. Using an explorative mixed-methods approach, the study begins with a qualitative phase in which semi-structured interviews are conducted to uncover consumers' everyday problems. These findings serve as the basis for designing innovative services. In the subsequent quantitative phase, the study tests the theoretical framework by introducing participants to three different services in an experimental study. Based on the manipulation of the cognitive fit of services, various relationships between variables such as retailer confusion, perceived convenience, shopping value, retailer image, and willingness to use were examined. Results highlight the central role of cognitive fit, perceived convenience, and retailer confusion as key factors in shopping value, emphasizing its significance in shaping the retail landscape. This research not only identifies novel service opportunities for hypermarkets but also demonstrates the efficacy of a mixed-methods approach in addressing the evolving needs of consumers and the retail sector. The study provides also valuable insights for retailers seeking to differentiate themselves and enhance the shopping value.