Determinants and Consequences of Consumer Satisfaction toward Hypermarkets in Thailand: Stimulus-Organism-Response Model

In the early 2000s, Thailand's hypermarket sector experienced rapid growth, drawing significant foreign direct investment. However, increasing competition from local retailers, the rise of convenience stores and community malls, and evolving consumer shopping habits have contributed to a post-pandemic slowdown in sales growth. Understanding how consumers evaluate hypermarkets' marketing practices is crucial for both academics and managers, as their strategies may depend on the strength of consumer attitudes toward these practices. Guided by the stimulus-organism-response (S-O-R) paradigm, this study investigates how consumers’ attitudes toward marketing practices, including business provision, deceptive advertising, fair price, and retail services—affect consumer satisfaction, which, in turn, influences overall attitudes and loyalty toward a hypermarket retailer. To test the hypotheses, data (n = 414) were collected through intercept surveys at various locations in a mid-sized city in central Thailand. The study found that consumers’ attitudes toward various aspects of marketing efforts affect consumer satisfaction, which subsequently influences overall attitudes toward hypermarket retailers and behavioral loyalty. Furthermore, a relationship between overall attitudes toward hypermarket retailers and behavioral loyalty was identified. This research contributes to theory by extending the S-O-R model within the context of hypermarkets and consumer behavior in developing countries, a field that has been less frequently studied. Specifically, it emphasizes the unique cultural and economic factors in Thailand that influence consumer behavior in the hypermarket sector. Practically, the findings offer valuable insights for managers in the hypermarket sector, providing evidence-based strategies to enhance consumer satisfaction and foster long-term loyalty. Directions for future research are also suggested.