The effectiveness of perceived social support in discount stores in Korea

Purpose The purpose of this study is to bridge the gap in literature to examine social support that customers receive from their relationships with frontline service providers in discount stores. Design/methodology/approach In total, 381 consumers are accessed through an online survey administered by an online research company in South Korea. The authors use the structural equation model (SEM) technique to test the proposed hypotheses. Findings Social support (emotional, instrumental, informational and appraisal) significantly influences customer satisfaction in discount stores. In addition, customer satisfaction significantly influences word of mouth (WOM) and purchase intention. Originality/value Very few studies have addressed the relationship between social support and consumer satisfaction in the discount store industry. This research helps to understand that social support is a basic consideration for customers of discount stores when they are shopping.

Automated summary

This study examines the impact of social support on customer satisfaction in discount stores, finding that social support significantly influences customer satisfaction and subsequently affects word of mouth and purchase intention. This highlights the importance of social support as a key consideration for customers in discount stores.