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Analyzing the maximum level of customer
satisfaction in grocery stores: the influence
of feature advertising
From the initial consideration of the store attributes that the marketing literature has identified as key in
order that grocery retailers manage to design their differentiation strategies, this work identifies the main factors
underlying the above mentioned attributes. The goal is to analyze which of these factors exert a bigger influence
on the highest level of customer satisfaction. With this intention, we have examined a sample of 422 consumers
who had carried out their purchase in different types of store formats in Spain, considering the influence of fear
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true advertising on the clientele behavior. Interesting conclusions related to the aspects that most impact on the
maximum level of customer satisfaction depending on the influence of featur
e advertising stem from this work.
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