ANTECEDENTS AND CONSEQUENCES OF CUSTOMER VALUE IN A SUPERMARKET CONTEXT: A SURVEY IN SEMARANG - INDONESIA

Abstract

This study delves into the critical elements that foster repurchase intentions among supermarket customers in Semarang, Indonesia, focusing on the mediating role of customer value. Recognizing repurchase intention as a crucial competitive advantage for supermarkets, the research aims to unravel the factors that drive customers to choose the same supermarket repeatedly. The study was conducted in July–August 2022. The study utilized a purposive sampling technique to gather data from 480 customers through an online questionnaire. The data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The findings indicate that employee trust, in-store promotions, visual merchandising, and social media marketing emerge as significant customer value drivers. Word-of-mouth and the developed customer value significantly influence customer repurchase intention. The results underscore cultivating customer value to enhance customer loyalty and repeat patronage. Moreover, this study is pioneering in the Indonesian supermarket context, as it amalgamates corporate social responsibility, employee trust, in-store promotions, visual merchandising, and social media marketing into a comprehensive research framework. This integration provides insights into how these diverse factors collectively shape customer value and repurchase intention. These insights offer practical implications for supermarket managers in Semarang, providing a strategic blueprint to enhance customer retention and loyalty. The findings can guide supermarkets to tailor their marketing and operational strategies, ensuring they effectively build customer value and foster sustained customer relationships..