Title: Examining the service value chain of hypermarket retail brand value in Malaysia

Authors: Hasliza Hassan; Muhammad Sabbir Rahman; Abu Bakar Sade

Addresses: Faculty of Management, Multimedia University, Persiaran Multimedia, 63100 Cyberjaya, Selangor, Malaysia ' Department of Marketing and International Business, North South University, Plot #5, Block #B, Bashundhara, Dhaka-1229, Bangladesh ' Faculty of Business and Information Science, UCSI University, Jalan Menara Gading, UCSI Heights, Taman Connaught, Cheras, 56000, Kuala Lumpur, Malaysia

Abstract: Understanding the behaviour of shoppers in hypermarket retailing has become crucial to discover the new potential to enhance the existing shopping experience. This research focuses on how the hypermarket retail brand value is built through the available service facilities by looking at the experience of shoppers and brand personality through a quantitative cross-sectional study. Based on structural equation modelling analysis, it is found that the shopping experience can be stimulated based on the available hypermarket services that are available in the hypermarket. This, indirectly, can also enhance the overall brand personality and brand value of the hypermarket retail brand. The key factor in developing hypermarket brand value is emphasising the service facilities that are provided in the hypermarket. The strength of the basics and the enhancement of the service facilities will influence the positive shopping experience and brand personality, which will provide a high return for the brand value. The findings are expected to provide insights for researchers and practitioners concerning the service value chain of hypermarket retail brand value.

Keywords: brand personality; brand value; experience; hypermarket; hypermarket service; Malaysia; personality; retail; service; shopping; shopping experience; value; value chain.

DOI: 10.1504/IJSOM.2019.103572

International Journal of Services and Operations Management, 2019 Vol.34 No.3, pp.405 - 420

Received: 11 May 2017
Accepted: 19 Sep 2017
Published online: 12 Nov 2019 *

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