ABSTRACT
Is Cus ome Value Co-C ea ion and Shopping
Well-being Rele an o Re aile Pe o mance
in La in Ame ica?
D Pila Ga diazabal
School o Business,
Uni e sidad Adol o Ibañez
D Cons anza Bianchi*
School o Business,
Uni e sidad Adol o Ibañez
San iago, Chile
[email p o ec ed]
* Co esponding au ho
D M Abu Saleh
Facul y o Business, Go e nmen &
Law,
Uni e si y o Canbe a,
Aus alia
The Re ail and Ma ke ing Re iew
Volume 21, Issue 2, No embe 2025, Pages 13-33
Doi: h ps://doi.o g/10.5281/zenodo.16812773
This s udy examines he impac o cus ome alue co-c ea ion (VCC) and shopping well-being on key e aile
pe o mance ou comes, namely cus ome sa is ac ion, loyal y, spending, and sha e o walle , wi hin he con ex o a
g oce y e aile . I also explo es he media ing ole o shopping well-being in he ela ionship be ween VCC and hese
ou comes. A concep ual model was de eloped and es ed using s uc u al equa ion modeling (SEM), based on da a
collec ed h ough an online su ey o 2,800 cus ome s om a na ionwide g oce y chain in Chile. The esul s indica e
ha shopping well-being signi ican ly in luences all ou pe o mance measu es and se es as a media o be ween VCC
and hese ou comes. The indings o e empi ical e idence ha shopping well-being no only enhances e aile
pe o mance di ec ly bu also media es he e ec s o alue co-c ea ion beha io s. This s udy p o ides ac ionable insigh s
o e ail manage s, highligh ing how os e ing VCC can imp o e shopping well-being and, in u n, d i e cus ome
sa is ac ion, loyal y, spending, and sha e o walle .
Keywo ds: cus ome alue co-c ea ion, shopping well-being, e ailing, loyal y, cus ome sa is ac ion, cus ome
spending, sha e o walle
Is Cus ome Value Co-C ea ion and Shopping Well-being Rele an o Re aile Pe o mance in La in Ame ica? 14
1. INTRODUCTION
The e is a g owing end o hold businesses accoun able o he well-being o bo h cus ome s and employees
(McG ego , 2019, Russell-Benne e al., 2019). This esponsibili y ex ends e en o se ice indus ies like e ail, which
may no explici ly p io i ize well-being in hei business models (T oebs e al., 2018). E e yday e ail expe iences, such
as g oce y shopping, can none heless con ibu e meaning ully o consume s' well-being (Ga diazabal and Bianchi,
2021). Shopping well-being, de ined as he ex en o which shopping enhances an indi idual’s happiness, sa is ac ion,
and emo ional heal h (El Hedhli e al., 2013) has been iden i ied as a key ac o in shaping cus ome decisions abou
whe he o isi a e aile (El Hedhli e al., 2016, Ha is, 2017, Maggioni e al., 2019, El Hedhli e al., 2021).
Al hough shopping well-being is a desi ed ou come o cus ome s, i s impac on business pe o mance emains
unclea (T oebs e al., 2018). Mos exis ing s udies ha e concen a ed on he an eceden s o shopping well-being, such
as hedonic and u ili a ian alue o decision-making p ocesses (El Hedhli e al., 2016, Ha is, 2017, Yu e al., 2018,
Maggioni e al., 2019, Nghia Ho e al., 2020, Rosenbaum e al., 2016, Pe e sen e al., 2023). Howe e , only a ew
ha e examined i s di ec ela ionship wi h e aile pe o mance ou comes (El Hedhli e al., 2016, T oebs e al., 2018).
In es iga ing his link is essen ial o deepening ou unde s anding o how emo ional and expe ien ial ac o s, and no
jus unc ional aspec s, can in luence conc e e business esul s (El Hedhli e al., 2013). This esea ch gap is pa icula ly
e iden in eme ging ma ke s such as La in Ame ica (Ga diazabal e al., 2020). Following se e al ola ile yea s ma ked
by he COVID-19 pandemic and in la ion, he egion's e ail sec o is beginning o s abilize, wi h g oce y spending
inc easing by 15.6% in he i s hal o 2024 (McKinsey, 2024). Mo eo e , g oce y e ail in La in Ame ica has e ol ed
om adi ional open ma ke s o mode n supe ma ke s esembling hose in de eloped economies (Richa ds and
Pasi ayi, 2023). Gi en ha shopping in his egion o en se es as a social ac i i y ha engages amilies and
communi ies (Eu omoni o , 2023), unde s anding shopping well-being is especially ele an o cap u ing he cul u al
nuances o La in Ame ican consume beha io .
Se ice-Dominan (S-D) Logic o e s a sui able heo e ical amewo k o add essing his esea ch gap, as i
concep ualizes well-being as a cen al ou come o se ice business pe o mance (Va go e al., 2008, Kuppelwiese
and Fins e walde , 2016). S-D Logic emphasizes he co-c ea i e na u e o alue and well-being gene a ion, posi ioning
cus ome s as ac i e pa icipan s in he se ice ecosys em (Kuppelwiese and Fins e walde , 2016). Wi hin his
amewo k, cus ome alue co-c ea ion (VCC), a ounda ional concep in S-D Logic, se es as a c i ical mechanism o
unde s anding how shopping well-being is de eloped in e ail con ex s (Va go e al., 2008). VCC e e s o he
collabo a i e p ocess h ough which consume s and businesses join ly c ea e alue du ing he se ice expe ience
(Al es e al., 2016). When cus ome s engage in VCC beha io s, such as o e ing eedback, sha ing expe iences, o
in e ac ing wi h o he cus ome s, hey become mo e ac i ely in ol ed in shaping hei e ail expe ience (Sogn-
G und åg e al., 2009). This engagemen can enhance bo h hei pe cei ed shopping well-being and hei emo ional
connec ion o he e aile (Ga diazabal and Bianchi, 2021, Abid e al., 2025). As such, he ela ionship be ween VCC
and shopping well-being has impo an implica ions o e ail pe o mance ou comes, including cus ome sa is ac ion,
loyal y, spending and sha e o walle (El Hedhli e al., 2013).
The objec i e o his s udy is o in es iga e he impac o VCC beha io s and shopping well-being on e aile
pe o mance ou comes h ough a quan i a i e analysis conduc ed in Chile, a ep esen a i e La in Ame ican ma ke .
The esea ch add esses he ollowing key ques ions: (1) How does VCC beha io in luence shopping well-being? (2)
Wha is he impac o shopping well-being on e aile pe o mance ou comes, including cus ome sa is ac ion, loyal y,
spending, and sha e o walle ? (3) Does shopping well-being media e he ela ionship be ween VCC and hese
15 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
pe o mance ou comes? This s udy con ibu es o he e ailing li e a u e in se e al meaning ul ways. Fi s , i add esses
an impo an gap by examining he ole o VCC and shopping well-being in he con ex o g oce y e ail, a domain ha
has ecei ed less schola ly a en ion compa ed o shopping malls (El Hedhli e al., 2013, El Hedhli e al., 2016). Second,
i adds o he global ma ke ing li e a u e by o e ing empi ical e idence om La in Ame ica, a egion o en
unde ep esen ed in academic esea ch (Ga diazabal and Bianchi, 2021), despi e g owing consume spending in
g oce y e ail (Eu omoni o , 2023). Las ly, his s udy con ibu es o he Se ice-Dominan (S-D) Logic li e a u e by
empi ically suppo ing he no ion ha cus ome VCC beha io enhances shopping well-being, which in u n posi i ely
in luences key business pe o mance ou comes (T oebs e al., 2018).
2. LITERATURE REVIEW
2.1 CUSTOMER VALUE CO-CREATION (VCC)
D awing on he S-D Logic (Va go and Lusch, 2004), alue co-c ea ion (VCC) is unde s ood as a collabo a i e
p ocess in which businesses and cus ome s (o o he s akeholde s) join ly c ea e alue h ough in e ac ions, eedback,
and sha ed expe iences. Acco ding o S-D Logic, alue is no deli e ed by i ms bu co-c ea ed h ough he in eg a ion
o esou ces among ac o s in ol ed in se ice exchanges, whe e cus ome s a e always co-c ea o s o alue and i ms
o e alue p oposi ions (Ka pen e al., 2015). This amewo k posi ions he cus ome no as a passi e ecipien bu as
an ac i e pa icipan who con ibu es meaning ully o he alue c ea ion p ocess (Va go and Lusch, 2016). Impo an ly,
VCC is no jus abou ansac ional bene i s bu is linked o imp o ed cus ome ci cums ances, wi h well-being iewed
as he ul ima e ou come o e ec i e co-c ea ion (Fins e walde e al., 2017). The e o e, i ms ha e a esponsibili y o
enable and encou age esou ce in eg a ion beha io s ha enhance his p ocess (Laza us e al., 2014). In e ail
con ex s, o ins ance, businesses can e ine se ice p ocesses o p omo e cus ome engagemen and acili a e he
exchange o ele an in o ma ion, esul ing in mu ual bene i s such as g ea e cus ome knowledge and imp o ed
inancial pe o mance (Ka pen e al., 2015).
P e ious esea ch sugges s ha shopping well-being s ems om consume s’ sa is ac ion wi h he unc ional
a ibu es o e aile s, such as he quali y and p icing o goods and se ices (El Hedhli e al., 2013, Si gy, 2021, Jones
e al., 2006). Howe e , shopping well-being also encompasses hedonic enjoymen de i ed om he shopping
expe ience (A nold and Reynolds, 2012), pe sonal shopping alues (Dog a e al., 2023, Ali e al., 2021), and he
ul illmen o sel -exp essi e needs (Si gy e al., 2016). F om a S-D Logic pe spec i e, cus ome s a e no passi e
ecipien s bu ac i e pa icipan s in he alue c ea ion p ocess. They engage in VCC ac i i ies based on he expec ed
ou comes, pa icula ly he enhancemen o hei well-being (Baghe zadeh e al., 2020, Black and Gallan, 2015, Nguyen
and João Menezes, 2024). In he e ail con ex , cus ome pa icipa ion in VCC beha io s, such as sha ing in o ma ion,
helping o he cus ome s, o o e ing eedback, is shown o posi i ely in luence hei shopping well-being (Ga diazabal
and Bianchi, 2021, And eu e al., 2010). The e o e, we p opose he ollowing hypo hesis:
H1: Cus ome VCC beha io is posi i ely ela ed o shopping well-being.
Cus ome sa is ac ion has long been a cen al concep in ma ke ing li e a u e. Some schola s de ine i as he
pleasu able ul illmen o a cus ome ’s needs, desi es, o goals h ough consump ion (Oli e , 1999). This s udy adop s
he pe spec i e o cus ome sa is ac ion as he cus ome ’s e alua ion o pe cei ed pe o mance om a ansac ion
ela i e o hei p io expec a ions (Chu chill J and Su p enan , 1982). In a e ail se ing, cus ome s assess e aile
Is Cus ome Value Co-C ea ion and Shopping Well-being Rele an o Re aile Pe o mance in La in Ame ica? 16
pe o mance based on expec a ions o med be o e pu chase, which may be in luenced by wo d-o -mou h
communica ion (Hul e al., 2019), o he s’ pas expe iences, o he e aile ’s ma ke ing e o s (Bu ns and Neisne ,
2006).
Cus ome in ol emen , con ibu ions, and esou ce in eg a ion du ing shopping ac i i ies, collec i ely e e ed o as
VCC beha io , equi e ac i e pa icipa ion be ween he se ice p o ide and he cus ome (Va go and Lusch, 2011).
Nume ous s udies ha e iden i ied a posi i e ela ionship be ween VCC beha io s and cus ome sa is ac ion (e.g.,
Camb a-Fie o e al., 2017, Na a o e al., 2016, Baghe zadeh e al., 2020, Vega-Vazquez e al., 2013). Fo example,
Baghe zadeh e al. (2020) ound ha VCC beha io s du ing se ice eco e y posi i ely in luenced cus ome
sa is ac ion, while Dong e al. (2015) a gued ha cus ome engagemen in VCC enhances sa is ac ion. Thus, ac i e
pa icipa ion in VCC be ween cus ome s and se ice p o ide s os e s g ea e cus ome sa is ac ion (Va go and Lusch,
2011). Based on his, he ollowing hypo hesis is p oposed:
H2: Cus ome VCC beha io is posi i ely ela ed o cus ome sa is ac ion.
Cus ome loyal y has long been a co ne s one o i ms’ ma ke ing s a egies, se ing bo h as a key objec i e in
s a egic planning and a ounda ion o sus ainable compe i i e ad an age (Dick and Basu, 1994). Loyal y is gene ally
unde s ood as a cus ome ’s in en ion o emain commi ed o a i m, d i en by he compa a i e ad an ages o e ed
h ough he company’s p oduc s o se ices (Palma ie e al., 2007). Cus ome loyal y consis s o wo p ima y
dimensions: a i udinal loyal y and beha io al loyal y. A i udinal loyal y e lec s he cus ome ’s in en ion o s ay loyal,
mani es ed in beha io s such as he likelihood o e isi o ecommend a e aile (Cossío-Sil a e al., 2016, Chen,
2015). In con as , beha io al loyal y e e s o angible cus ome ac ions, including epu chase equency and spending
pa e ns (Camb a-Fie o e al., 2017, Romaniuk and Nenycz-Thiel, 2013).
When cus ome s ac i ely pa icipa e in VCC beha io , such as p o iding eedback o cus omizing p oduc s, hey
a e mo e likely o de elop emo ional connec ions and a s onge sense o a i udinal loyal y owa d he b and (Cossío-
Sil a e al., 2016). Mul iple s udies ha e consis en ly demons a ed ha VCC beha io s, including in o ma ion sha ing,
eedback p o ision, and collabo a i e p oblem-sol ing, posi i ely in luence cus ome a i udinal loyal y ac oss a ious
se ice sec o s, such as inancial, pe sonal, and heal hca e se ices (Camb a-Fie o e al., 2017, Cossío-Sil a e al.,
2016, Li e al., 2017, Kesendu an e al., 2024). While hese s udies o en ocus on se ice en i onmen s cha ac e ized
by close p o ide -cus ome in e ac ions, we con end ha e en in e ail con ex s wi h limi ed di ec in e ac ion, such as
g oce y e ailing, cus ome s can s ill engage in meaning ul alue co-c ea ion beha io s. Examples include using sel -
checkou , p o iding eedback, o pa icipa ing in loyal y p og ams, which os e a sense o connec ion and in ol emen ,
ul ima ely enhancing a i udinal cus ome loyal y (Anshu e al., 2022, Cossío-Sil a e al., 2016). The e o e, we p opose
he ollowing hypo hesis:
H3: Cus ome VCC beha io is posi i ely ela ed o cus ome a i udinal loyal y.
Se e al s udies ha e shown ha VCC beha io s, such as in o ma ion sha ing, pe sonal in e ac ion, and ac i e
engagemen , posi i ely impac no only a i udinal loyal y bu also a ious dimensions o beha io al loyal y, including
cus ome spending and sha e o walle (Camb a-Fie o e al., 2017; Cossío-Sil a e al., 2016). Cus ome spending
e e s o he o al mone a y amoun a cus ome expends on a i m’s o s o e’s p oduc s o se ices o e a de ined
pe iod (Ko le & Kelle , 2016), e lec ing he absolu e alue o pu chases a a single company o s o e. In con as ,
sha e o walle ep esen s he p opo ion o a cus ome ’s o al spending wi hin a p oduc ca ego y ha is alloca ed o a
17 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
pa icula e aile , ela i e o compe i o s (Du e al., 2007; Kuma & Reina z, 2016). In essence, cus ome spending
measu es absolu e expendi u e, whe eas sha e o walle cap u es he ela i e sha e o a cus ome ’s ca ego y spending
dedica ed o a speci ic e aile .
In e ail se ings, VCC beha io s can esul in mo e pe sonalized se ices, highe cus ome sa is ac ion, and
s onge emo ional engagemen , all o which con ibu e o a g ea e willingness o spend on a e aile ’s p oduc s and
se ices (G ön oos & Voima, 2013; P ahalad & Ramaswamy, 2004). Mo eo e , cus ome s engaged in co-c ea ion end
o pe cei e highe u ili y om he b and ela ionship, expe ience educed p ice sensi i i y, and display inc eased b and
exclusi i y (Va go & Lusch, 2008; Jaakkola & Alexande , 2014). These ac o s collec i ely os e s onge ela ional
bonds and deepe in ol emen , which in u n aise swi ching cos s and enhance b and p e e ence. As a esul ,
cus ome s a e mo e likely o concen a e hei spending wi h a single e aile , he eby inc easing hei sha e o walle
(Kuma & Shah, 2004). Building on his heo e ical and empi ical ounda ion, we p opose he ollowing hypo heses
ega ding he impac o VCC on he wo key beha io al loyal y dimensions:
H4: Cus ome VCC beha io is posi i ely ela ed o cus ome spending.
H5: Cus ome VCC beha io is posi i ely ela ed o cus ome sha e o walle .
2.2 SHOPPING WELL-BEING
Well-being p ima ily e e s o indi iduals' subjec i e e alua ions and emo ional esponses ega ding hei o e all li e
sa is ac ion (Diene e al., 1999). In he shopping con ex , indi iduals engage in e ail ac i i ies o ul ill pe sonal and
amily needs. We adop he de ini ion o shopping well-being as “ he emo ional s a e o li e ha cus ome s may
expe ience ela ed o hei shopping expe iences, ocusing on he ex en o which shopping con ibu es o hei
pe cei ed quali y o li e” (El Hedhli e al., 2013, p.2). This encompasses how cus ome s pe cei e hei shopping
expe iences a a e aile as enhancing hei o e all well-being (Nghia e al., 2022, Pe e sen e al., 2023). The li e a u e
highligh s a ious consume ou comes associa ed wi h shopping well-being, such as g ea e sa is ac ion wi h social,
leisu e, and communi y li e (El Hedhli e al., 2013), and inc eased engagemen in sus ainable consump ion (Nhung-
Thang and Nguyen, 2024). Howe e , he e is limi ed esea ch explo ing he impac o shopping well-being on e aile
pe o mance (El Hedhli e al., 2013, A nold and Reynolds, 2012). This s udy p oposes ha shopping well-being can
se e bo h as a aluable cus ome ou come and as a d i e o business pe o mance, pa icula ly when cus ome
pa icipa ion is os e ed h ough VCC beha io s (T oebs e al., 2018). E en in u ili a ian con ex s like g oce y e ailing,
cus ome s may de i e well-being om VCC in e ac ions (Sogn-G und åg e al., 2009), which can enhance e aile
pe o mance me ics such as sa is ac ion, loyal y, and spending (Anshu e al., 2022). Roo ed in Se ice-Dominan (S-
D) Logic, his pe spec i e sugges s ha well-being eme ges om VCC and, in u n, con ibu es o a o able
pe o mance ou comes including sa is ac ion, loyal y, posi i e wo d-o -mou h, and inancial e u ns (Ca alho and
Al es, 2023, Zabo ek and Mazu , 2019).
Cus ome sa is ac ion is o en de ined as he esul o a cus ome e alua ing he alue ecei ed ela i e o hei
expec a ions (Chu chill J and Su p enan , 1982). This e alua ion p ocess o compa ing pe cei ed pe o mance o
p io expec a ions leads o sa is ac ion when pe o mance mee s o exceeds expec a ions (Vega-Vazquez e al., 2013).
Se e al s udies ha e es ablished a posi i e ela ionship be ween shopping well-being and cus ome sa is ac ion (Ekici
e al., 2018, El Hedhli e al., 2013, Rosenbaum e al., 2016). Fo example, Rosenbaum e al. (2016) ound ha
es o a i e e ail en i onmen s enhancing shoppe well-being can signi ican ly imp o e sa is ac ion. Since shopping
well-being includes pe cep ions o how e ail expe iences con ibu e o emo ional, social, and communi y li e (El Hedhli
e al., 2013), i is posi i ely linked o cus ome sa is ac ion. The e o e, we p opose he ollowing hypo hesis:
Is Cus ome Value Co-C ea ion and Shopping Well-being Rele an o Re aile Pe o mance in La in Ame ica? 18
H6: Shopping well-being is posi i ely ela ed o cus ome sa is ac ion.
Se e al schola s a gue ha inc eased shopping well-being can lead o enhanced cus ome loyal y (T oebs e al.,
2018, Sha iee and Es-Haghi, 2017). Shopping well-being e lec s how cus ome s pe cei e a e aile ’s con ibu ion o
hei o e all quali y o li e (El Hedhli e al., 2013), sugges ing a po en ial posi i e in luence on hei loyal y owa d he
i m (Palma ie e al., 2007). To build las ing loyal y, i ms mus conside bo h a i udinal and beha io al dimensions o
cus ome loyal y (Kuma & Shah, 2004). Se e al empi ical s udies ha e demons a ed a signi ican posi i e ela ionship
be ween shopping well-being and a i udinal loyal y (El Hedhli e al., 2013, Ga diazabal e al., 2020, Sha iee and Es-
Haghi, 2017). Based on his, he ollowing hypo hesis is p oposed:
H7: Shopping well-being is posi i ely ela ed o cus ome a i udinal loyal y.
Shopping well-being can signi ican ly enhance beha io al loyal y ou comes, including consume spending and
sha e o walle . When consume s expe ience a sense o well-being—bo h hedonic (pleasu e and enjoymen ) and
eudaimonic (meaning and pu pose)—du ing hei shopping expe iences, hey a e mo e likely o e u n o he same
s o e and engage in epea pu chasing beha io (El Hedhli e al., 2013, Rosenbaum e al., 2011). This sus ained
engagemen os e s emo ional a achmen o he e aile , which no only inc eases isi equency bu also encou ages
shoppe s o alloca e a g ea e po ion o hei o al ca ego y spending o ha e aile , he eby inc easing hei sha e o
walle (Kumagai and Nagasawa, 2022). Posi i e emo ional expe iences educe he salience o p ice in decision-
making, as cus ome s become mo e ocused on ela ional and expe ien ial alue a he han ansac ional alue (Du
e al., 2007). As a esul , sa is ied cus ome s a e mo e willing o spend mo e, and less likely o swi ch o compe i o s,
especially when he e aile consis en ly con ibu es o hei psychological o emo ional well-being (Maggioni e al.,
2019). Fu he mo e, Rosenbaum e al. (2016) ound ha when e ail en i onmen s o e es o a i e expe iences, such
as com o , social suppo , and pe sonaliza ion, cus ome s de elop s onge loyal y beha io s, including g ea e
spending and a highe willingness o pay. The e o e, shopping well-being ac s as a psychological mechanism ha
deepens cus ome – e aile bonds, enhances pu chase olumes o e ime, and inc eases he p opo ion o spending
di ec ed owa d he e aile .
H8: Shopping well-being is posi i ely ela ed o cus ome spending.
H9: Shopping well-being is posi i ely ela ed o cus ome sha e o walle .
As T oebs e al. (2018) a gue, shopping well-being is no only a desi able end-s a e o cus ome s bu can also
unc ion as a signi ican media ing mechanism in d i ing key e aile pe o mance ou comes. This pe spec i e is
suppo ed by o he schola s who sugges ha media ing a iables may play a c ucial ole in he ela ionship be ween
VCC beha io s and business pe o mance me ics (e.g., To kzadeh e al., 2021), is pa icula ly ele an in e ail
se ings, such as g oce y e ailing, whe e di ec in e ac ion wi h se ice employees is limi ed, and much o he alue is
co-c ea ed h ough cus ome -d i en ac ions (Cossío-Sil a e al., 2016). In such con ex s, shopping well-being may
media e he impac o VCC beha io s on ou comes including cus ome sa is ac ion, a i udinal loyal y, and beha io al
loyal y. Thus, a he han iewing shopping well-being solely as an ou come, i should be conside ed an in eg al
mechanism h ough which VCC beha io s ansla e in o enhanced e aile pe o mance.
H10: Shopping well-being media es he ela ionship be ween cus ome VCC beha io and cus ome
sa is ac ion, loyal y, spending and sha e o walle .
19 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
3. METHODOLOGY
D awing on he Se ice-Dominan (S-D) Logic as a heo e ical amewo k, his s udy posi ions cus ome VCC
beha io as a cen al an eceden o shopping well-being, which in u n is p oposed o in luence key e aile pe o mance
ou comes. S-D Logic emphasizes he collabo a i e na u e o alue c ea ion be ween i ms and cus ome s, highligh ing
he cus ome ’s ac i e ole in enhancing se ice expe iences and ou comes. In his con ex , shopping well-being se es
no only as an ou come o VCC beha io s bu also as a po en ial media ing mechanism linking cus ome engagemen
o business pe o mance. Figu e 1 p esen s he s udy’s concep ual model and co esponding hypo heses.
FIGURE 1: CONCEPTUAL MODEL
3.1 DATA COLLECTION
An online su ey was conduc ed wi hin a majo na ionwide g oce y e ail chain in Chile, a coun y ha has
expe ienced apid economic de elopmen and inc eased e ail ac i i y o e he pas wo decades (Eu omoni o , 2023).
The Chilean e ail indus y is highly compe i i e, wi h p e ious esea ch highligh ing he s ong ma ke o ien a ion o i s
i ms (Rojas-Méndez e al., 2006). The selec ed e aile is he only g oce y chain wi h na ional co e age, which enabled
a a ge ed and ep esen a i e sample o his s udy.
A non-p obabili y sampling echnique was employed. The su ey was dis ibu ed ia email o a la ge con enience
sample d awn om he e aile ’s cus ome da abase, immedia ely a e pa icipan s comple ed hei g oce y pu chases.
Pa icipa ion was olun a y, and esponden s we e o e ed a chance o win a supe ma ke gi ca d as an incen i e.
Pe sonal iden i ying in o ma ion was no collec ed, ensu ing esponden anonymi y and da a con iden iali y. A o al o
2,800 ully comple ed esponses we e ob ained, yielding a 4% esponse a e, wi hin he ypical ange o 3–5% o his
e aile . The sample o e ed a b oad ep esen a ion o he e aile 's cus ome base ac oss key demog aphics such as
gende , age, income le el, geog aphic loca ion, and shopping equency. Women accoun ed o 57% o esponden s,
e lec ing he adi ional gende dynamics associa ed wi h g oce y shopping in mo e conse a i e socie ies (Mo ime
and Cla ke, 2011). In e ms o age, 68% o esponden s we e be ween 35 and 64 yea s old. Socioeconomically, he
la ges g oup iden i ied as lowe middle class (36%), ollowed by uppe middle class (28%), aligning wi h na ional
Is Cus ome Value Co-C ea ion and Shopping Well-being Rele an o Re aile Pe o mance in La in Ame ica? 20
demog aphic ends. Rega ding shopping equency, 28% o esponden s epo ed daily isi s o he s o e, while 23.1%
isi ed wo o h ee imes pe week. A summa y o demog aphic cha ac e is ics is shown in Table 1.
TABLE 1. DESCRIPTIVE STATISTICS (N=2,800)
Desc ip i e
N
%
Gende :
Female
Male
1,596
1,204
57.0
43.0
Age:
<24
25-34 yea s
35-49 yea s
50-64 yea s
>65
Socioeconomic Le el
1= E (Lowe )
2= D (Uppe Lowe )
3= C3 (Lowe Middle)
4= C2 (uppe Middle)
5= ABC1 (Uppe )
Shopping F equency
1= E e y day
2=Be ween 2-3 imes a week
3= Once a week
4= E e y wo weeks
42
599
1111
724
249
66
686
943
743
287
806
634
732
1.4
21.3
42.7
25.7
8.9
2.3
24.4
35.5
27.6
10,2
28,0
23,1
25,4
23,5
3.2 VARIABLE MEASUREMENT
P e iously alida ed scales we e adap ed o design he ques ionnai e. The o iginal e sion was de eloped in English
and subsequen ly ansla ed in o Spanish using he back- ansla ion me hod (B islin, 1970) conduc ed by a bilingual
English-Spanish esea che o ensu e seman ic equi alence. A p e- es was ca ied ou wi h 25 indi iduals, shoppe s
om a ious supe ma ke chains, ep esen ing a di e se mix o age, gende , and educa ional backg ounds. This s ep
aimed o iden i y and co ec any po en ial ambigui ies o misunde s andings in he su ey i ems. All cons uc measu es
we e assessed using a 5-poin Like scale, anging om 1 (S ongly disag ee) o 5 (S ongly ag ee). D awing on Yi
and Gong (2013), VCC beha io is ea ed as a second-o de ac o wi h ou sub-dimensions: cus ome pa icipa ion,
in o ma ion sha ing, helping, and p o iding eedback, which we e ailo ed o a e ailing con ex . Shopping well-being
d aws on El Hedhli e al. (2013), and ocuses on cus ome s’ pe cep ions o how shopping a a g oce y e ail impac s
hei well-being.
Cus ome sa is ac ion was measu ed wi h a h ee-i em scale adap ed om Rosenbaum e al. (2016) and Babin e
al. (2005). A i udinal loyal y was assessed using a h ee-i em scale adop ed om Rosenbaum e al. (2016) and Pa k
and Ha (2016). To assess beha io al loyal y, wo independen measu es we e employed: (1) Cus ome spending,
de ined as he a e age mone a y amoun (in USD) spen by each cus ome a he ocal e aile o e a 13-week pe iod,
and (2) Sha e o walle , e e ing o he p opo ion o a cus ome ’s o al g oce y spending a his e aile ela i e o hei
o e all spending ac oss all s o es wi hin he same e ail chain du ing he same pe iod. These measu es we e de i ed
om ansac ional da a p o ided by he e aile , which eco ded indi idual pu chase ac i i y h ough he e aile ’s loyal y
21 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
ca d sys em. This app oach enabled accu a e acking o each cus ome ’s o al spending a he ocal s o e and ac oss
he chain, ensu ing objec i e and eliable measu emen o beha io al loyal y. Table 2 p esen s hese me ics.
TABLE 2. CONSTRUCT MEASURES
Cons uc s
Measu emen indica o s/app oach
S anda dized
coe icien b
Value Co-c ea ion (VCC)
I spen a lo o ime, sha ing in o ma ion abou my needs and opinions wi h he s a du ing
my las supe ma ke e isi
.524 (.76)*
(α = .76, AVE=.52, CR=.76)
When I go o he supe ma ke , I help o he cus ome s i hey need help
.560 (.66)*
I always p o ide sugges ions o he supe ma ke s a o imp o ing he se ice ou come
.653 (.91)*
I always sha e my ideas abou he se ice wi h o he supe ma ke clien s
.763 (1.03)*
I pu a lo o effo in o exp essing my pe sonal needs o he s a du ing he se ice
p ocess
.614 (.81)*
Cus ome Sa is ac ion
I am 100% sa isfied wi h shopping a his supe ma ke
.895 (.78)*
(α = .93, AVE=.81, CR=.82)
I am sa isfied wi h my decision o shop a his supe ma ke
.906 (.79)*
I eel e y sa isfied wi h he supe ma ke 's se ice
.908 (.80)*
A i udinal Loyal y
All else being equal, I plan o buy om his supe ma ke in he u u e
.856 (.94)*
(α = .92, AVE=.79, CR=.92)
Fo my nex pu chase, I will conside his supe ma ke as my fi s choice
.904 (.94)*
I will buy mo e in his supe ma ke in he nex ew yea s han I do igh now
.897 (.89)*
Shopping Well-being
This supe ma ke plays an impo an ole in enhancing he quali y o li e in my communi y
.813 (.87)*
(α = .90, AVE=.67, CR=.90)
This supe ma ke does sol e my o e all shopping needs
.850 (.80)*
This supe ma ke plays a e y impo an ole in my social well-being
.827 (.98)*
This supe ma ke plays a e y impo an ole in my leisu e well-being
.864 (.99)*
Sha e o Walle
(Beha io al loyal y)
Cus ome s’ spending in a g oce y s o e di ided by he ma ke spending in g oce y s o es
o e a 13-week pe iod
No sco e*c
Cus ome Spending |
(Beha io al loyal y)
Cus ome s’ a e age spending a he e aile o e a 13-week pe iod
No sco e*c
No es: b β- alue in pa en heses; *p <0.001, *c CFA analysis is unable o p oduce loading sco e o a single i em; howe e , i does allow single i em measu e o
SEM analysis. CFA Model Fi S a is ics: χ2/d. . = 1025.350/82 (12.50), IFI =.97, TLI= .96, CFI =.97, RMSEA= .064; α= C onbach alpha eliabili y sco e,
AVE=A e age a iance ex ac ed, CR=Composi e eliabili y sco e
4. RESULTS
4.1 DATA ANALYSIS
This s udy ollowed a mul i-s age app oach o da a analysis. Ini ially, desc ip i e s a is ics, including means,
s anda d de ia ions, skewness, and ku osis, we e compu ed o assess he da a's dis ibu ion and consis ency. To
de ec mul i a ia e ou lie s, mul iple eg ession analysis using s anda dized esiduals was conduc ed, wi h a h eshold
o ±2.5 s anda d de ia ions om he mean, as ecommended by Tabachnick and Fidell (2006). This p ocedu e led o
he emo al o 63 ex eme ou lie cases om he o al o 2,878 esponses (app oxima ely 2% o he da ase ), as hese
cases could ha e ad e sely impac ed he obus ness o he s uc u al equa ion modeling (SEM) esul s. The emaining
2,815 alid cases we e subsequen ly used o conduc eliabili y and alidi y assessmen s, including es s o con e gen
and disc iminan alidi y, p io o pe o ming he inal con i ma o y ac o analysis (CFA) and SEM using AMOS. Table
3 p esen s his da a.
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