Business & Finance – Marketing
Key to core concepts measured in the questionnaire Q5 – Share of wallet [Requested by Dunelm manager]. Q8 – Overall attitude towards Dunelm [Requested by Dunelm manager]. Q9 – Price value, based on Sweeney and Soutar (2001). Q10 – Quality value, based on Sweeney and Soutar (2001). Q11 – Service quality, based on Cronin Jr., Brady & Hult (2000). Q12 – Variety of products offered by Dunelm [Requested by Dunelm manager]. Q13 – Social value based on Sweeney and Soutar (2001). Q14 – Overall value based on Walsh, Shiu & Hassan (2014). Q15 – Commitment (items 1, 2, and 3), trust (items 4 and 5) and self-brand connection (items 6, 7 and 8) based on Ganesh et al. (2000), Morgan and Hunt (1994), and Escalas and Bettman (2003) respectively. Q16 – Loyalty (items 1, 2 and 3), intention to purchase (items 4 and 5), recommendation (items 6 and 7), satisfaction (items 9 and 10) based on Yoo and Donthu (2001), Ajzen (1991), Price and Arnould (1999) and Taylor and Baker (1994) respectively. Q17 – Store layout (items 1, 2, 3 and 4), store atmosphere (items 5 and 6), importance of cafe (items 7 and 8), evaluation of cafe (choice, price, service and quality – items 9, 10, 11 and 12) [Requested by Dunelm manager]. Q18 – Emotional value based on Sweeney and Soutar (2001). Aggregated/Averaged variables (*_avg) already processed in your SPSS dataset: PV_price_avg = average of Price value (4 items in Q9) PV_qual_avg = average of Quality value (5 items in Q10) SQ_avg = average of Service Quality (3 items in Q11) Variety_avg = average of Variety of products offered by Dunelm (3 items in Q12) PV_social_avg = average of Social value (4 items in Q13) Overall_Value_avg = average of Overall value (2 items in Q14) Commitment_avg = average of Commitment (3 items in Q15) Trust_avg = average of Trust (2 items in Q15) SBC_avg = average of Self-brand connection (3 items in Q15) Loyalty_avg = average of Loyalty (3 items in Q16) Purchase_int_avg = average of Intention to Purchase (2 items in Q16) Recommend_avg = average of Recommendation (2 items in Q16) Cus_Sat_avg = average of Satisfaction (2 items in Q16) Store_layout_avg = average of Store layout (4 items in Q17) Store_atmos_avg = average of Store atmosphere (2 items in Q17) Cafe_imp_avg = average of importance of cafe (2 items in Q17) Cafe_eval_avg = average of evaluation of cafe (4 items in Q17) PV_emotion_avg = average of Emotional value (5 items in Q18)
References: Ajzen, I. (1991). The theory of planned behaviour. Organisational Behaviour and Human
Decision Processes, 50, 179–211. Cronin, Jr., J.J., Brady, M.K. Hult, G.T.M. (2000). Assessing the effects of quality, value,
and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193-218.
Escalas, J.E. and Bettman, J.R. (2003). You are what they eat: The influence of reference groups on consumer connections to brands. Journal of Consumer Psychology, 13, 339-48.
Ganesh, J., Arnold, M.J., Reynolds, K.E. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64, 65-87.
Morgan, R.M. and Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
Price, L. and Arnould E.J. (1999). Commercial friendships: Service provider-client relationships in context. Journal of Marketing, 63, 38-56.
Sweeney, J.C and Soutar, G.N. (2001). Consumer-perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203-20.
Taylor, S.A. and Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70, 163-78.
Walsh, G., Shiu, E., and Hassan, L.M. (2014). Replicating, validating, and reducing the length of the consumer perceived value scale. Journal of Business Research, 67, 260- 67.
Yoo, B. and Donthu, N. (2001). Developing and validating a multidimensional consumer- based brand equity scale. Journal of Business Research, 52,1-14.
Questionnaire Thank you for agreeing to take part in this academic research. All responses will be kept anonymous so please try to answer as honestly as possible as we are interested in your opinion; there is no right or wrong answer You are free to exit from this research at any time and all data collected will be kept anonymous and will not be passed on to any third parties. It will not be possible to identify you personally from the results or findings. Please note that by continuing you agree to participate in this research and that you have read and understood the information provided. You further agree that you understand that your data will be kept confidential and that you may withdraw from this study at any time. If you have any questions regarding any element of our research, please do not hesitate to contact us on _______________@bangor.ac.uk Section 1: Your Dunelm experience 1. How many times have you visited Dunelm in the last 6 months?
0 1-3 4-6 7-9 10+
2. What is the main purpose of your visit to Dunelm? (REMOVED FROM DATASET)
___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________
3. If Dunelm were to introduce a loyalty card, would you sign up for it?
Yes No
4. How much have you spent on Dunelm products in the last 6 months? _______ (£)
5. Of the amount you’ve spent on home décor products in the last 6 months, approximately what percentage was spent at Dunelm? _______ (%)
6. Which department(s) in Dunelm have you bought from in the last 6 months?
(tick all that apply)
Bathroom Bedroom Kitchen Textiles/Sewing Storage Décor/Ornaments Lighting
7. Which of the following Dunelm services have you used? (tick all that apply)
Home Delivery Reserve & Collect Free store Wi-Fi Returns Customer Help Desk
Section 2: Your views (please circle ONE number between 0 and 6) 8. Overall, your impression of Dunelm is…
9. Please give your view of Dunelm’s pricing in terms of the following statements
Strongly
agree Strongly disagree
Dunelm products are reasonably priced 6 5 4 3 2 1 0
Dunelm products offer value for money 6 5 4 3 2 1 0
Dunelm products are good for the price 6 5 4 3 2 1 0
Dunelm products are economical 6 5 4 3 2 1 0
Excellent Good Average Neither
good nor bad
Below average
Bad Terrible
6 5 4 3 2 1 0
10. Please give your view of the quality of Dunelm’s products in terms of the following statements
Strongly
agree Strongly disagree
Dunelm products have consistent quality 6 5 4 3 2 1 0
Dunelm products are well made 6 5 4 3 2 1 0
Dunelm products have an acceptable standard of quality
6 5 4 3 2 1 0
Dunelm products would not last a long time 6 5 4 3 2 1 0
Dunelm products would perform consistently 6 5 4 3 2 1 0
11. Please give your view of Dunelm’s service in terms of the following statements
Strongly
agree Strongly disagree
Service is important to me 6 5 4 3 2 1 0
There is a high standard of service at Dunelm 6 5 4 3 2 1 0
Dunelm’s service could be improved 6 5 4 3 2 1 0
Dunelm staff are knowledgeable about the products 6 5 4 3 2 1 0
I am happy with the service that I received from Dunelm
6 5 4 3 2 1 0
12. Please give your view of Dunelm products in terms of the following statements
Strongly
agree Strongly disagree
Dunelm have a wide variety of products 6 5 4 3 2 1 0
Dunelm always have the product(s) I am looking for 6 5 4 3 2 1 0
Product choice in Dunelm is limited 6 5 4 3 2 1 0
13. Please give your view on the following statements: “Having Dunelm products at home….
Strongly
agree Strongly disagree
would give me social approval 6 5 4 3 2 1 0
would improve the way I am perceived 6 5 4 3 2 1 0
would make a good impression on other people 6 5 4 3 2 1 0
would help me to feel acceptable 6 5 4 3 2 1 0
14. My assessment of the overall value of Dunelm is.…
excellent 6 5 4 3 2 1 0 poor
superior 6 5 4 3 2 1 0 inferior
15. Please give your view on the following statements Strongly
agree Strongly
disagree
My relationship with Dunelm is something that I am very committed to
6 5 4 3 2 1 0
My relationship with Dunelm is very important to me
6 5 4 3 2 1 0
My relationship with Dunelm is something that I really care about
6 5 4 3 2 1 0
I think Dunelm can be trusted completely 6 5 4 3 2 1 0
I think Dunelm has high integrity 6 5 4 3 2 1 0
I think Dunlme reflects who I am 6 5 4 3 2 1 0
I can identify with Dunelm 6 5 4 3 2 1 0
I feel a personal connection to Dunelm 6 5 4 3 2 1 0
16. Please give your view on the following statements
Strongly
agree Strongly disagree
I consider myself to be loyal to Dunelm 6 5 4 3 2 1 0
Dunelm would be my first choice for household products
6 5 4 3 2 1 0
I would NOT buy other brands if I know that I can get the product I need at Dunelm
6 5 4 3 2 1 0
I intend to purchase products from Dunelm today 6 5 4 3 2 1 0
I want to purchase products from Dunelm today 6 5 4 3 2 1 0
I would recommend Dunelm products to my friends and family
6 5 4 3 2 1 0
I say positive things to other people about Dunelm
6 5 4 3 2 1 0
I do NOT expect any problems with Dunelm’s products
6 5 4 3 2 1 0
Overall, I am satisfied with Dunelm 6 5 4 3 2 1 0
I am pleased that I purchased products from Dunelm
6 5 4 3 2 1 0
17. Please give your view on the following statements
Strongly
agree Strongly disagree
Dunelm’s store layout is easy to navigate 6 5 4 3 2 1 0
I enjoy browsing in Dunelm’s store 6 5 4 3 2 1 0
I think products are displayed well in Dunelm’s store
6 5 4 3 2 1 0
There is plenty of space to browse and look at products in Dunelm’s store
6 5 4 3 2 1 0
I like the atmosphere in Dunelm’s store 6 5 4 3 2 1 0
The atmosphere in Dunelm’s store suits the products and the brand
6 5 4 3 2 1 0
I am more likely to visit Dunelm because of the in-store cafe
6 5 4 3 2 1 0
Having a cafe in-store improves my shopping experience at Dunelm
6 5 4 3 2 1 0
There is plenty of choice of food and drink in the cafe at Dunelm
6 5 4 3 2 1 0
The cafe in Dunelm is reasonably priced 6 5 4 3 2 1 0
I am satisfied with the service I received in the cafe
6 5 4 3 2 1 0
I am satisfied with the quality of food and?/or drink in the cafe at Dunelm
6 5 4 3 2 1 0
18. Please give your view on the following statements. “ Dunelm products …..”
Strongly
agree Strongly disagree
are products that I would enjoy 6 5 4 3 2 1 0
would make me want to use them 6 5 4 3 2 1 0
are products that I would feel relaxed about using 6 5 4 3 2 1 0
would make me feel good 6 5 4 3 2 1 0
would give me pleasure 6 5 4 3 2 1 0
19. Rank the following stores in terms of where you would prefer to shop for household
products… (1 being your first/best option and 5 being your last/least)
Debenhams Argos Laura Ashley Dunelm Next
Section 3: About you Gender :
