The difference between elderly consumers’ satisfaction levels and retail sales personnel’s perceptions

Abstract

Suggests that a significant trend affecting American society today is the dramatic rise in the number of persons aged over 65. Consequently, retailers are interested in knowing how this segment can be best served in the marketplace. Outlines a study which utilized person perception theory to examine how retail sales personnel's perceptions relate to elderly consumers' satisfaction. Results indicate that elderly consumers viewed older sales personnel more positively than they viewed younger sales personnel. Also reveals that retail sales personnel's perceptions of elderly consumers' marketplace preferences and satisfaction were significantly different from those reported by elderly consumers. In addition to the theoretical implications, findings provide retailers with valuable information for improving their service to elderly consumers.

Patronage behaviour of elderly supermarket shoppers – antecedents andunobserved heterogeneity

“…Shelf management cannot be seen as a major antecedent of satisfaction and consequently on behavioural intentions and the patronage behaviour. This result contradicts the findings of Johnson-Hillery and Kang (1997) and Goodwin and Mcelwee (1999) and indicates that our respondents do not seem that challenged in reading labels, reaching and finding products on shelves (Hare 2003).…”

Elderly consumers and their food store experiences

“…Johnson-Hillery et al (1997) go further and suggest that negative attitudes exist towards the elderly population as a whole. It is necessary to examine the level of disadvantage currently faced in Northern Ireland and determine what is required in terms of extra consideration of consumer needs and provision of services for this age group in order to overcome the detriment faced and in an attempt to reduce any inequality experienced.…”

Seniors and Their Food Shopping Behavior: An Empirical Analysis

“…One aspect of dissatisfaction identified in numerous studies has been the service at check-outs (Goodwin & McElwee, 1999;Johnson-Hillery et al, 1997). Long queues at check-outs and overcrowding causes dissatisfaction in older consumers.…”