Impact of perceived value on the satisfaction of supermarket customers: developing country perspective

Purpose – The purpose of this paper is to provide insight into the impact of customer perceived value and its dimensions on customer satisfaction in a developing country, and practical suggestions for marketing strategies. Design/methodology/approach – A cross-sectional survey collected data from five-hundred supermarket customers in Fiji. SPSS was used to provide descriptive and inferential analysis. Findings – Results reveal that customer perceived value (CPV) has a positive impact on customer satisfaction; and functional value (price/value for money) has more positive impact than social value, emotional value has a negative impact and functional value (performance/quality) has no significant impact on customer satisfaction. Research limitations/implications – Considering this research was undertaken in the supermarket sector of only one country, other researchers are urged to replicate this research in Fiji and other developing countries, to yield further insight into the context-specific nature of CPV. Practical implications – It is suggested that marketers note these findings (to understand better the conceptualisation and context-dependent nature of CPV, its dimensional interrelationships and its impact on customer satisfaction) in order to enhance CPV and ultimately customer satisfaction. Originality/value – This study makes several contributions to research on CPV by providing insight into how developing country customers perceive the value of supermarkets from a construct and multidimensional perspective, the inter-relatedness of CPV dimensions and the impact of CPV and its dimensions on customer satisfaction.