A comparison of service experience on repatronage intention between department stores and hypermarkets in Taiwan

This paper compares the effect of service experience at department stores and hypermarkets on the customerʹs repatronage intentions, that is, the customerʹs desire to make a repeat purchase. Service experience covers three aspects: core service, employee service, and servicescape. The impact of service experience on emotional response, satisfaction with monetary value, and repatronage intentions are discussed. First, in-depth interviews with senior managers are analyzed to identify core service at department stores and hypermarkets. Second, the SEM method is used to test the hypotheses of the study. Finally, based on analysis of results, we suggest that department stores should target customerʹs emotional responses; whereas hypermarkets should focus on perceived monetary value. In addition, department stores should improve the training of their employees, and the retail format should fully recognize the importance of core service.