The Value of the Supermarket: A Cross-Retail Format Study of Holbrook’s Typology

This study addresses the following two research questions: (1) Are different retail formats typically associated with different customer value types?; (2) what is the strategic role of different value types in driving customer satisfaction, repurchase intentions and word of mouth? To address these research questions, Holbrook’s (1999) value typology is used. The results demonstrate that store formats are indeed associated with characteristic value types. Furthermore, this study provides an insight into the relative importance of Holbrook’s value types in generating key evaluative judgments. The managerial relevance of these findings is mainly situated in store format specific positioning strategy advice.