Choice of ArticleThis particular struck me as being comprehensive and standard for a conventional researh whose target issue is exceedingly relevant in the businees and management fields wherein in-depth knowledge is crucial for succesful undertaking of marketing dynamics. First, the article approaches the issue regarding the perception of service value from a consumer’s point view. The authors have done and adept job in analyzing shopping motivation constructs as moderating factors in service evaluation hence behavioral intentions. In addition, the authors have approach the issue is a coherent, explicit maner by breaking down all retail categories and constructs likely to influence a customer service evaluation as well behavioral motivations hence insighful presentation of the reality of shooper motivationand service valuation perceptions. SummaryParadigm assumptionsIn the contemporary world, the need to have profound insight into consumer behaviour and shopping motivation has become an essential part of successful business conduct.
In fact, understanding the driving factors in customer’s satisfaction and future intentions and motivations cannot be overlooked. The article Shopping motivation as a moderator in the retail service evaluation by Sherriff T. K. Luk, Piyush Sharma and Ivy S. N.
Chen suggest that sacrifice, value, service quality and satisfaction play a chief role in influencing customers’ behavioural intentions as adopted in the comprehensive service evaluation. The first assumption is that prior research failed to contextualize data corrected from various retail categories. In addition, customer distinctiveness such as gender, age and demographic background are exceptionally significant mainly because they moderate the various aspects of linkage in the service evaluation model. The scond assumption afirms that the lack of contextualization of data and their typical demographic characteristics ned to be addressed to evaluate the impact of the constructs utilized in the comprehensive service evaluation model.
It is apparent that research focused on investigating the motivation as a moderator in the retail service evaluation with a major interest in test the moderating impact of an essential contextual variable that is, shopping motivation which influences the service evaluation program. Tis infers that each constructs has a uniqe moderating factor in disitnct retail categories. Thus, depending on the level of satisfaction derived from the various aspects that influence customers’ satisfaction, positive behavioural intentions and motivations can be inferred hence the need to enhance all aspects to foster consumers motivations to shop and prospective behavioural motivations.
However, the impact of the value, service quality, sacrifice and satisfaction aspects is quite dissimilar in the distinct retail service categories that is, hedonic and utilitarian services. In fact, these aspects are perceived in extensively divergent degrees with regards to what attribute is being tested in the comprehensive service evaluation model. The service context is actually a predominant factor in the process of predicting what the market response would be for a service experience and its success in the retailing service industry.
For instance, the intangible and tangible attributes of retail services ought to be evaluated separately depending on which category the service belongs either hedonic or utilitarian. Thus, to address this issue an examination of the moderating factors on the influence of shopping motivations on all aspects of the comprehensive service evaluation model certain hypothesis were drawn. In essence, the study hypothesized the main differences between retail categories that have higher hedonic attributes with utilitarian attributes and subjected them to a two set cross test of retail categories that is, high utilitarian service attributes, such as department stores, electronics, telecom services and others high on hedonic service attributes such as jewellery, fashion and cosmetics.
Fundamentally, this study expands on previous research on this field especially service evaluation models and gives substantial insights to retails managers on how to identify and utilize key elements in service evaluation process in both hedonic and utilitarian categories which are of significant consideration in the effective management of marketing mix (Sherrif et al.