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Why is it important?

We demonstrate how to use theory in retailing research. As most journals look for theoretical work and extension of theory in empirical research, we apply Expectancy value theory in the context of small and large retail stores.


This study is based on survey data. Since India has emerged as the 2nd fastest growing economy/market, this study will serve benchmark work, for future researchers to carry out work in the retail sector. Study help foreign as well as domestic retail firms too understand tastes in an important emerging market.

Universidad de Puerto Rico Recinto de Rio Piedras

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This page is a summary of: Consumer satisfaction in retail stores: theory and implications, International Journal of Consumer Studies, March 2016, Wiley, DOI: 10.1111/ijcs.12279.
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