Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece

Purpose – This research seeks to accomplish two objectives: to extend the test of the functional relationship between store image attributes and customer satisfaction in the market environment of Greece; and to investigate the stability of the structural relationships between store image attributes and customer satisfaction across different customer groups. Design/methodology/approach – The literature concerning major store image attributes was systematically reviewed. After assessing the construct validity of the store image attributes based on confirmatory factor analysis, a path model specifying the relationships between store image attributes and customer satisfaction was estimated. A multigroup analysis was conducted to test the invariance of structural paths between store image attributes and customer satisfaction for different customer profiles. Findings – On appraising the store customer's personal variables four specific types of buyers, namely, the Typical, the Unstable, the Social, and the Occasional, were identified. While four of the six considered store attributes appear to be significant determinants of customer satisfaction, when examined for the degree of invariance between the four groups only Pricing and Products‐related attributes were equally significant in all four groups. Research limitations/implications – The results of the study may vary with national context, size, strategic position of supermarkets, and other customer personal variables (i.e. lifestyle) suggesting future research opportunities. Practical implications – The results facilitate the comprehension of the role that specific store attributes have on the satisfaction of store visitors with different profiles. In addition, the results expand the retail manager's knowledge on consumer behaviour, with rational motives (product and price‐related). Originality/value – The results expand one's knowledge on this relationship, propounding interesting empirical evidence of the model invariance among different consumer profiles.