Skip to main content
Grocery store image, travel distance, satisfaction and behavioral intentions: Evidence from a Midwest college town
International Journal of Retail & Distribution Management (2010)
  • Maxwell K Hsu, University of Wisconsin‐Whitewater
  • Yinghua Huang, Xiamen University
  • Scott Swanson, University of Wisconsin‐Eau Claire

– The purpose of this paper is to study the interrelationships among grocery store image, travel distance (TD), customer satisfaction, and behavioral intentions (BI) in a college town setting.


– Surveys are given to undergraduate college student grocery shoppers in a Midwest college town. The 400 usable questionnaires are randomly divided into two parts: one subsample was used for exploratory factor analysis while the other (larger) subsample was used for confirmatory factor analysis and subsequently the structural path analysis.


– Grocery store image is identified as a second‐order construct reflected by the three key components of merchandise attributes (MEA), store ambience and service (SAS), and marketing attractiveness (MGA). Although store image is an important driver of BI, its indirect effect through customer satisfaction is found to be substantially greater than its direct effect on BI. Interestingly, TD is positively related to satisfaction, which highlights the possibility for retailers to overcome the distance disadvantage.


– As few studies have attempted to characterize the US grocery market in terms of the reasons for their choice, this exploratory study is unique because it investigates grocery shopping behavior in a traditional American college town. Specifically, the distinctive market factors (e.g. the relative scarcity of grocery retailers, their distance from campus, and the mix of grocer types in or around the Midwest college town) add value and contribute to the retailing literature.
  • Shopping,
  • Store ambience,
  • Customer satisfaction,
  • Consumer behavior,
  • United States of America
Publication Date
Publisher Statement
SJSU users: use the following link to login and access the article via SJSU databases.
Citation Information
Maxwell K Hsu, Yinghua Huang and Scott Swanson. "Grocery store image, travel distance, satisfaction and behavioral intentions: Evidence from a Midwest college town" International Journal of Retail & Distribution Management Vol. 38 Iss. 2 (2010) p. 115 - 132 ISSN: 0959-0552
Available at: