How Male versus Female Shoppers’ Feeling, Thinking, and Personality Impact Satisfaction

Abstract

Shopper satisfaction is among the top interest of marketers. This is because satisfaction
leads to sales and profit, both now and in the future. This paper approaches satisfaction from
the shopper point of view. In particular, we propose a conceptual framework to depict how
the feeling, thinking, as well as personality of the shoppers would impact their satisfaction.
The authors also compare gender (male versus female) to see how those factors differently
impact on satisfaction of shoppers who have different gender. To test the research hypotheses
and to compare the impact of the factors determining the differences in shopper satisfaction
between male and female, the authors use multiple regression with multi-group techniques.
The results show that factors influencing satisfaction of shoppers are different across genders.
The findings of this paper would help scholars and practitioners to better understand shoppers,
and that practitioners could apply the findings in their marketing practice in order to
better satisfy their shoppers.